Is your website getting found in Google Search?
Many years ago the philosophy about websites was something along the lines of “build it and they will come.” The days of creating a website and letting it “exist” is no longer a good strategy for having your website be found by Google search engines. Years ago if you had a cool looking website and some basic search parameters, your website would be found by users organically. Today, that is not the case. There are a lot of elements that are all at work making your website a viable marketing and sales tool for your business.
What is the bottom line?
The internet may be free, but just like anything else, the “free” platforms are there to make money. As a business you need to look at your website as a business expense, and marketing and advertising it should be a priority.
What is a competitive analysis for your online business footprint?
Every business needs to have a competitive analysis done for your online digital footprint. A business must know where their target audience is online, what they are looking for, what keywords they are looking for, and to be user friendly when potential clients find you. No two businesses are the same.
Have your marketing tool look at your analytics and deep dive into profiling who is reaching your website. Do you know what are they looking at? Are you generating leads from their visits. Also, look at your competitors and understand where they fall into the digital marketing space. There are some great tools that can help your business including tools provided by Google Analytics for free. The key is to understand and then make a plan with the end in mind. Analytics are wonderful, but if you are not using them to further your business goals you should be.
Researched how often the terms your audience is using to find you. Are they using the same ones as you are? It is interesting to really break down by individual keyword how many time people actually search for something. It might surprise you what you THINK is your main keyword, may not be putting your business in front of the right customers. Again Google has a tool for that, and it is FREE.
What is the difference between SEO (Search Engine Optimization) and SEM (Search Engine Marketing)
- Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a web search engine’s unpaid results—often referred to as “natural”, “organic“, or “earned” results as described by Wikipedia. Search Engine Optimization or SEO is the effort by your business to develop keywords and phrases that you want Google, Bing, and Yahoo among others to find your website. The goal of SEO is to make your website more accessible to the right audience for the right reason.
- Search engine marketing involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. This is your Facebook Ads, and Google AdWords accounts. Utilizing PPC (paid per click) advertising strategy to promote your business online.
Together, SEO and SEM create a way to tell Google search what you want them to find on your website. Identifying keywords and then promoting via social media provides search engines with a way to see what is important about your website. Blogs are also going to help you rank better with Google Search because when you are creating new content, it is a sign that your website is still changing and improving. Blogs also offer you great opportunities to focus on specific keywords for SEO and give you more content to market through SEM.