Search Engine Marketing Increases Return 
On Your Web Site Investment!

© 2007 John H. Dow

I must admit I started doing search engine marketing (sem) due to necessity. When you do web design work for clients, part of the job is making sure that they get some results from their investment. A few web design firms get it but most don't. Every web site design should incorporate Search Engine Marketing from the bottom up.

It doesn't matter what the subject matter, product, or service your client offers. Any good website designer should consider Search Engine ranking and results during the website design process. You want to communicate the given subject matter, create a good user experience, and make sure the target audience has a way to find the web page. When marketing online, search engine marketing is necessary for any Internet business.

So before you get immersed in the web site design issues, you should also do some research on how the user might search for the client, product, or service. What keywords and phrases will the potential user be searching with to find this web page? That's an important aspect of any good web site design that is often overlooked.

Think about it for a minute, how do you think people looking for your product or service will search online? What kind of search terms and phrases will best describe your web site information and products? I think you may be surprised at what you find when you know where to look.

Once you have determined the keywords and phrases, you need to figure out how to incorporate the information in to the company website and still provide the best possible user experience. And that is where the real challenge exists, great content and good search engine results too. That's the essence of search engine marketing, making it easy to find your web site.

And that's how about 80% of your web site visitors will find you, from a search engine. So if search engines represent 80% of your web site traffic, search engine marketing is the biggest factor in getting highly targeted traffic.

The competition is fierce these days with over 8 billion web pages floating around. And the search engines are working every day to make sure the search results accurately reflect what the user wants. Google (the most used search engine) has stated numerous times that they use over 200 different aspects of a web page to come up with the proper search results.

Just plugging a specific keyword or phrase into the HTML of a web page doesn't get the Internet traffic it once did. Naming, description, quality and relation of a web site link, directory submission categories, relevant industry content, and many other factors come into the equation. SEO tools and tips from just last year may not apply anymore. The focus of search engine optimization has expanded considerably but the bottom line is still high quality and related content.

The number of SEO and Search Engine Marketing companies has exploded in the last few years. The SEO business is booming due to the complexities of all the new changes in algorithms (the mathematical method of the search engine rank and analysis) the search engines use to rank or index a web page.

And the amount of disinformation on search engine marketing is overwhelming. Every few months there are new buzzwords or methods being hailed as the next perfect solution to web marketing. Trust me when I say the only accurate way to determine the ranking methods is to constantly test. There is no one magic method that will increase your web page rankings, it's a combination of many aspects that all relate to quality content.

And quality content, just like search engine marketing, should be the goal of any web site design. Too many times the client and the web designer get caught up in the visual impact of the company site. Having an entertaining and visually pleasing web design is good, especially if the company is in the entertainment or similar business.

That being said, don't let the bells and whistles get in the way of the message or the ability of interested users finding you. It is very possible to accomplish both goals. Go ahead and put those dancing bears in your web site design but make sure you add solid quality content with them. A good illustration, graphics, or video of the client's main business is important but so is getting the targeted user to come visit.

Dealing with Search Engine Marketing has added to the time, effort, and cost of any web site. But the good news is the return on investment on search engine marketing more than makes up for the cost. A well-designed and optimized web page attracts the right audience, potential buyers of your product or service. Plus, depending on your product or service, you can provide 24/7 customer service with manuals, technical guides, and in depth product information.

If you have a web site that is not performing (producing sales, eliminating or reducing customer support) then call us. We can provide SEO Consultation and incorporate search engine marketing to your web site design. It doesn't matter if you have a strict web business or sell locally the Internet is the new Yellow Pages and can have a huge positive influence on getting new business. Call us at 713-303-9289 today and find out how!
  

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