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The Search Engine Marketing Process

There are several phases when it comes to the Search Engine Marketing process. A couple of the first steps that you will need to focus on are planning and research, content creation, and campaign creation.

Planning and Research

When you start the process of planning and research you want to learn as much as you can about the products and services that you are going to advertise. This phase includes product and services information, figuring out your advertising budget and existing campaign information. The biggest part of this phase will be on keyword research and content creation. You should take your time and brainstorm your keywords and content ideas, as this will be the most important part of your research. Once you have completed this step you will be creating your landing page.

Content

Before you start your pay per click campaign you must have quality content on your site. More than likely your homepage will be too generic to use as the landing page. You will want to plan a landing page that is appropriate with content that will want to make your visitors take action.

Pay Per Click Campaign

The pay per click campaign creation phase includes two things. You will be monitoring your campaign and making any changes that need to be made in order to improve click through rate and conversion. You want to always be looking for ways to improve on your campaigns. When you see the need to make changes it could be something as simple as changing the title, or something as drastic as stopping the campaign and starting over again.

You should always be refining your campaign whether it be minor or major corrections. The people that are most successful with pay per click campaigns are those that are always testing and making changes to see which works best.

The only way to really learn the search engine marketing process is to jump in and start working. As time goes on and you tweak your campaign for success, you will begin to understand what works and what does not work.

Your Website’s Internal Ranking Factors

Internal ranking factors are within your control. It is in your control because it is a part of your website. There are two areas of this equation that you can optimize. These are on-page, and on-site. The things that you can control on-page will be such things as keywords. The things that you can control on-site will be the things that you do to the website itself, such as navigation and HTML configuration.

There is so much to learn about Search Engine Optimization that it seems impossible for one person to know it all. What you must do is to concentrate on the most important factors. The most important factors will be those things that we know work for sure.

Using keywords in the URL is one of those important factors. You don’t necessarily need to have your keywords in your domain name, although it would be nice. Without a doubt you should have your keywords for each page after the base of the domain name.

You want to use keywords in the content of each of your web pages. This is how the Major Search Engines will determine what each web page focuses on. There is a fine balance in using keywords in the content of each page. If a single keyword or key phrase is used too many times, the search engines will view this as spamming. Keyword density should fall somewhere between 0.2% and 0.4%.

When using keyword phrases one should take into consideration keyword proximity. This refers to how close together the key words are to each other that you are trying to rank for. For example if you are trying to rank for that key phrase “dog training in Alabama”, you should try, if possible, to keep these words altogether.

Search engine optimization techniques are learned by the SEO community through testing. The major search engines do not make public their secrets. The SEO community has determined that the earlier your keyword or keyword phrase is found in the content the better. For example, if your keyword is “dog training in Alabama”, you should try to make sure that this keyword phrase appears once in the first sentence or paragraph of the content on the page. After that you will want to scatter your keyword around the page to equal a density of about 0.2% to 0.4%. it is also important to note that this keyword density should flow naturally within the content of the site.

When considering internal ranking factors, one should start with the most important factors that have been proven over time to work. This will insure that you are focusing your time in the best way possible in getting your domain ranked within the search engines

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