Around the mid-to-late 1990's, search engines began to appear online as an assistant to consumers in finding which company sells the product or service they need. Search engine usage began to boom and the birth of Search Engine Marketing occurred. Nowadays, the practice of this type of marketing is so incredibly common that there is a plethora of information available about its origin, its strategies, as well as its sometimes controversial agenda.
Search Engine Marketing (SEM) is term that describes the various marketing techniques used to make your website more visible on search engines. Two specific, and more commonly used forms of Search Engine Marketing techniques include search engine optimization (SEO) and well as buying Pay Per Click (PPC) advertisements.
Search Engine Optimization involves using various strategies including keyword rich tag lines and articles during the creation as well as the maintenance of a website. Alternatively, Pay Per Click advertisements are sponsored listings in which the advertiser (website owner) pays the search engine to "spotlight" the site in return for payment each time the link is clicked. Both forms of Search Engine Marketing can prove to be invaluable for a struggling website and can easily increase the traffic brought to the site.
The form of Search Engine Marketing that takes the most effort and maintenance is the a Search Engine Optimization. For writers, the task at hand is of creating a series of articles, blog posts, forum posts, etc. which direct wanted traffic to their website. These articles typically display keywords relevant to the website's theme or the scope of their business. For example if a writer is hired to promote an Identity Theft Protection Service, they would use keywords within the article such as Identity Theft or Identity Protection.
The purpose of this type of writing is to saturate the internet with keywords and keyword phrases that trigger the search engines to list your site as the return result for the consumer's request.
When writing an SEO article for the purpose of marketing you must capture the full scope of services and/or provide researched information. At times, these article can be geared toward teaching and informational purposes rather than for simple for casual reading. Other times, casual and light reading with mere hints of what your products and services are may get you a better chance of capturing your reader's eye. Search Engine Optimized articles must also be search engine “friendly". This means that the keywords you want to "tag" your website with must be used so that the search engine can properly be alerted when a consumer is searching for your specific product.
The fact remains that Search Engine Marketing has boomed into a force to be reckoned with this day and age of web-based businesses. It is imperative for large and small businesses alike to employ the search engine marketing tactics that thousands of other companies employ just to stay in the game of advertising. If not, it is very possible your website can easily be left behind.
The importance of SEO is clear. Visitor traffic is necessary to run any website. And ranking well in search engines is one of the good ways to attract more traffic to a website. There are lot many techniques that can improve the amount of visitors to your website. You can hire an expert to SEO your website or you can learn and apply the techniques yourself. But sometimes, in this process, the content becomes unnatural i.e. it loses its flow that binds the user. Keeping some guidelines in mind, this can be avoided and good SEO content can also be appealing and interesting for the readers.
These days, how readers react to your website off-page has become increasingly important. But this does not diminish the importance of keyword rich content on your page. The keyword phrase should appear on the webpage several times to show its relevance. Of course, you don’t want to compromise on readability just to increase your ranking. The good news is you can do both. You can write a good, interesting, compelling, and engaging and keyword rich content at the same time.
The keywords should most definitely appear in the title. The title showcases your content. The title should have the keywords and also should make a promise to the reader. It should develop an urge in the reader to read the entire content. The opening of the text should be keyword rich as well. It is on the basis of the opening paragraph that the readers will decide whether to read further or not. A promising opening will engage the reader. Also, it is also used as a summary by most search engines. So, it should be the best, but also not reveal too much and develop curiosity. It is highly recommended to use the keywords in the sub titles as well.
Another thing to keep in mind is to avoid too general information. Readers are looking for specificity. The more specific and concrete the content is, more it is liked by the readers. The goal of copywriting is to persuade the reader to take some sort of action. This should be remembered and the content should remain relevant and meaningful in the quest of adding more and more keywords. The write up should naturally and seamlessly take the user towards a conclusion that seems pretty obvious.
The reader should never become aware of the repetitious use of keywords while reading. If the text is interesting to read, it will also accomplish its goal.
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