The first step that advertisers and marketing professionals need to take to apply optimization techniques to a website is to articulate the objective and characterize the visitor, the desired visitor experience and outcome. The optimization plan should evolve out of this.
1.2 Defining the SEO budget
The word optimization is by itself suggestive that the plan should balance the initiative and the budget so as to get cost effective results. If the stakes are high, it may sustain higher advertisement and paid listing options. How much would you like to spend on this exercise? If the budget is limited, the expensive options of several advertisements, linking programs, directory listings will have to be forsaken and attention given to getting the best results from limited but focused efforts. The key metrics to this program is to assess the ROI it delivers: marketing dollars vis-?-vis measurable benefits to the organization.
1.3 Avenues for promotion
Search Engines provide you an effective vehicle for promotion of your website. There are no doubt other channels available. ‘Directories’ is often included in the generic term ‘search engines’ although they are distinct in their characteristics and function. Advertisements through banner displays at popular and often visited sites and “portals”, reciprocal links, affiliate links and programs that direct visitors from one site to a targeted site (with a payment associated with such arrangements) and publicity through other media are other well known avenues of promotion. Mass email campaigns, publishing and distributing internet newsletters, ‘permission marketing’ using list servers and internet based marketing promotions including coupons and sweepstakes are other forms of online advertising. The key determinant is what value the initiative offers you in return for the investment. Metrics are somewhat more difficult to establish for search engine optimization compared to other direct forms of advertisement. Some suggested measures for determining ROI are discussed in a later section.
2. Search Engines and Directories
You would be using search engines so you know how they work from the user perspective. From your own experience as a user, you also know that only those results that list at the top of the heap are most likely to attract you. It doesn’t amuse you to know that your search yielded 44316 results. Perhaps even number 50 on your list will not get your custom or even your attention. Thus you know that getting listed on the top or as near to the top is crucial. Since most of the search engine traffic is free, you’ll usually find it worth your time to learn a few tricks to maximize the results from your time and effort. In the next section, you will see how search engine works – from your perspective as a website owner.
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