December 23, 2015

Search Engine Optimization –Myths or Facts

Category: Online Marketing, Search Engine Optimization — David @ 6:43 pm

We all have heard conversations and read articles regarding Search Engine Optimization (SEO) as scam, misleading efforts, or too much cost for too little! Then again, we notice that many companies engage fulltime online marketing experts to work on their online presence and to increase ranking of their web pages on search results! So what to believe or where to start?

Search Engine Optimization has its roots on various algorithms that search engines utilize to rank a given web page with respect to a given keyword/key-phrase. Google is winning almost 10 patents per day on various ways to index and rank contents over the Internet! Google (and almost all other search engines) state that they are improving their technologies to provide relevant content to searchers, with their own strategic guidelines!  Optimizing content for search results mean using properly formatted, correctly programmed, and legitimately valuable content for end users to be indexed by search engines! There is no trick or smart way to optimize content except providing it in acceptable format. The level of acceptance is defined by numerous patented algorithms.

Content strategists tactically suggest aligning the overall content of a web page around a given topic. SEO experts look for relevant keywords/key phrases amongst the content of the web page to suggest relevant tagging (i.e. title/description of the page, headers, alternative tags, etc.) Various bots and spiders of search engines periodically explore the Internet for relevant web pages to discover, include in their database, and apply a weighing system (based on their algorithms) to the detected content. Likewise, search engines weighing system explores other possibilities to rank a web page (such as legitimacy of the web page, popularity of search criteria, in/out bound links, web page update history, etc.)

Other criteria that expert SEO marketers explore and employ would include implementing various traffic analysis codes (analytics), continuously ranking/ apprising on-page keywords/key phrases, engaging online users to interact - if applicable (such as commenting on blogs or contents, etc.) To increase popularity of a web page, an online marketer may interact with other social media users around the topic of interest and drive traffic to the site. Another definite traffic generation is online advertising campaign (such as ads on search engines, high-traffic sites, online directories, etc.) This effort has direct impact on the popularity of a web page, resulting in higher-ranking of the page and inclusion on higher real estate of search results.

Search Engine Optimization and online marketing is a blend of science and art. An experienced online marketer would apply a proven method (deducted from search algorithms) precisely where they need to be used efficiently. Of course other criteria affect SEO implementation such as continuous updates, content organization (easier for browsing experience), legitimacy of domain and business entity, pitched content (for end user), ease of access, structured content (eliminate ambiguity), error-free and technically compliant/standards-based, (relatively) acceptable performance, number of in-bound and out-bound links, etc.

March 29, 2009

How to market your business in our current economic turmoil?

Category: Online Marketing, Search Engine Optimization — David @ 4:24 am

A cost effective marketing involves many parallel pursuit. One of effective marketing activities is online marketing, which entails engaging in, and tracking multiple online marketing channels concurrently. In ever-expanding Internet networks, relying on one-or-two channels to outreach your targeted audience will not be a cost effective approach. To justify higher Return On Investment (ROI), we ought to try any possible online network to downpour traffic to our web site.

We are in an extreme down turn era and all indicators suggest that current economic turmoil will last till at least the end of summer of 2009! Almost all sectors of economy is experiencing hardship, except bio-tech, healthcare, education, and to some lesser degree, IT (Information Technology) that are in slightly better situation! At hard times, we all start to be creative – hence I think many businesses will transform their models and strategies to bypass current financial tsunami.

One of the most cost effective customer outreach is online marketing. Rich-content, high-traffic, user-generated, and community web sites of new Internet era have created highly visible hubs to place targeted advertising for qualified sales leads generation. Online marketing is a first-class spot for leads generation, as most organizations will be relying even more on cost effective Internet presence, to market their products and services.

Internet is still expanding exponentially! Never before human history has recorded freely-available information, as there are hundreds of millions of web sites full of valuable (and sometimes not-so-useful) content. However, having a graphically appealing web presence, with a mesh if information, wouldn’t bring sales leads anymore. If the content of a web page is not at the top of an online search results (regardless of search tool), its content will be buried under tons of other subject matters. Online marketing of a printed brochure for instance, is very different than its online counterpart. An online brochure needs to have a UI designer to create it for its target audience, a web engineer to correctly construct its feel and look, and a proactive marketer to drive its community outreach for effective Return On Investment (ROI).

With unemployment in double digits and popular spending in its lowest level in the past few decades, it is absolutely critical for marketers to maintain and expand their networks. Online marketing differs from its traditional approach in its effective execution. Just having a web site, including targeted META information is not enough anymore! Search Engine Optimization can not bring adequate traffic to justify the investment anymore! A proactive online marketer ought to utilize all available tools to bring their products and service to customers’ awareness. Internet marketing community reports and newsletter coupled with proactive utilization of online networks (such as LinkedIn, Facebook, Youtube, etc.) are a few of the tools exploited to outreach online consumers and target audience.

Contact David at Softinet, Inc. for your next online marketing project.