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Promoting Your Products with Organic Search
by
Michael Fleischner
I've heard it time and again, "Paying for online
marketing is killing my business." Many of the small businesses I
consult with, and even some of the larger ones continually complain
about the cost of online marketing and advertising, especially when it
comes to pay per click advertising.
Why is online advertising so painful?
Many small business owners do not have the resources
needed to effectively manage online marketing or the experience to
implement productive pay-per-click advertising campaigns. All too often
the common result is an abundance of clicks and few if any sales. This
happens because pay-per-click advertising can be very expensive and it's
only half of the equation.
Once you get the appropriate traffic to your website,
you need to focus on converting that traffic into paying customers.
Improving on-site conversions can be a full-time job, and in most major
companies it is. Many website owners have little knowledge or interest
in creating and testing dynamic content, continually reinventing the
purchase decision process, or evaluating their website's deficiencies.
All they've succeeded in doing is spending a lot of money to drive
people to an ineffective website. The result is a large expense and
nothing to show for it.
Changing the equation.
Improving conversions on your website is important,
make no mistake about it. However, if you can reduce the cost associated
with driving traffic to your site, the equation can shift in your favor.
Enter organic search. My feeling is that instead of spending money on
pay-per-click advertising; invest that money in improving your organic
search results.
To enhance your organic search results, start with the
basics of on-page optimization and off-page optimization. For complete
details, you can learn more in my SEO guide available at
http://www.webmastersbookofsecrets.com.
As a top-level primer, let me highlight some of the key factors for both
areas of optimization.
On-page optimization factors.
When we talk about on-page optimization factors, we're
referring to the proper use of HTML to signal the search engines what
your site is about and what keywords best define your offer. On-page
optimization, when done correctly, provides a strong platform for
enhancing your natural search results.
The most important on-page factors include meta tags,
keyword placement, keyword density, and link text. By using the proper
meta tags in the proper format, placing keywords in your content using
the right styles, and optimal page placement, results in improved
organic search results. When working on your website, make sure that all
code is WC3 compliant and you're using style sheets for formatting
purposes. Placing java script or unnecessary code on your site can make
it difficult for search engines to best understand your content.
Off-page optimization factors.
Factors like link popularity and page rank all have a
significant impact on your natural search results. Coupled with the
competitiveness of other websites seeking optimal placement for your
keyword or keyword phrase can also add a layer of complexity.
A great place to start your off-page optimization
effort is through link building. Find other websites who are willing to
exchange links with you, place a one-way link on their site to yours, or
perhaps provide a link to unique content or tools you offer. By getting
other websites to point to your website, you are well on your way
towards enhancing organic search results.
Generating traffic to your site can be accomplished
via online advertising, pay-per-click marketing, and organic search
results. All too often, individuals believe that pay-per-click
advertising is a quick way to Internet riches but quickly find out that
the grass is always greener on the other side.
If you use SEM to promote your products, consider it
to be only part of your overall marketing strategy. Invest your time in
improving organic search results and the Internet marketing equation
shifts in your favor. This method costs less and can drive significant
traffic to your website resulting in a positive return on your time and
marketing dollars.
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