SEO - The Art of Conquering Search Engines With Optimised Content

If you want to succeed in the competitive world of internet marketing, you've got to drive targeted traffic to your site for higher sales conversion. Search engine optimisation or SEO provides the means to increase visitors to your site through better search engine results with optimised content.

How People Search The Internet

Navigating search engines is the primary method that internet users employ to look for the information or services they require. One of the most important internet marketing strategies is to consider how people search for what they want using search engines. Visitors to a site may want to download material, request information or purchase items online. They will use key words when searching Google, Yahoo! or Bing for the sites which match their request. When looking for information that co-relates to their requirements, users will type specific keywords in search engines. These could be brief one or two word searches or longer phrases, known as long tail keyword searches.

As the search results page is displayed, users will scan the page from top to bottom looking for the specific key words they requested. The higher your web site ranks on the page, the better your chances of attracting visitors to your web site. Search engine optimisation, or SEO, optimises a web site in a manner that increases the probability of your site ranking high on the search results page. With targeted traffic, you can elevate your earnings potential and maximise online publicity for your site.

By having top search engine rankings for the targeted key words or phrases, you will propel your business to increased exposure and prominence. You could increase sales conversion rate with greater visibility. This is vital particularly if you rely on plenty of online customers for your revenue base. You'll improve both the quality and the volume of traffic to your site by focusing on SEO strategies that utilise organic SEO for optimum search engine visibility.

SEO Strategies That Improve Ranking

Search engines use complex algorithms to determine which pages to rank in terms of usability for a particular key word or query. It returns results that are both an exact match for the words queried or uses its in-depth knowledge of semantics to give intelligent results for the phrase. For instance, your query for 'car loan providers' may also return results for 'car loan lenders'.

SEO strategies that can improve search page rankings include using key words in the titles and headlines of web content, in the documents on the site and in the tags within the web site. These are the phrases that are best suited to the products and services your site offers. Some of the most important organic SEO techniques for better search engine visibility pay prime attention to the following:

o Prominent primary text

SEO specialists will ensure that your site content and documents prominently display the primary key words and phrases. Organic seo techniques do not stuff content with repetitive use of the key words as this would translate to a high key word density that may not necessarily be useful content.

o High quality text

For search engine optimisation, the text must be of high quality. The content should be on topic with no fluff or obviously stuffed with key word phrases. Great quality writing attracts a higher volume of visitors. Search engines use sophisticated analysis to identify good quality content, and web pages can achieve better rankings as a result of impressive text.

o Optimising document structure

SEO specialists will create content and documents with an engaging and logical flow. Online documents will be structured with an introduction, an informative and interesting body followed by a conclusion that sums up the content. This informational method of presenting web sites ensures that you provide high readability and value to your visitors.

o Architecture of Information

SEO firms well versed in SEO strategies will design web sites with the most appropriate information architecture for internet marketing. Document structure and links improve search engine rankings. There will be a site map page that provides links to every page within the web site or at the very least, to categories of information in the web site. The category structure within the site will flow from broad categories to narrower, on-topic ones. Search engines will recognise the high relevancy of your site with its valuable content.

Why Organic SEO Techniques Heighten Ranking

As search engine spiders crawl the web and index pages, manipulating search engine algorithms to achieve high page rankings with links that direct to other sites, have exact copies of content or only have lists of links will quickly result in a site being removed from the index. Organic SEO strategies utilise 'white hat' SEO tactics or natural methods to boost search engine visibility for online businesses engaged in internet marketing. Search engine optimisation that focus on providing good quality, value and user friendliness have a better chance of achieving high ranking on the search engine results pages or SERP.

Selecting an SEO agency

In internet marketing, the easier your site is located through search engines, the greater is your probability of increasing revenue. Search engine optimisation should ideally be done by an SEO agency who have experienced and professional SEO specialists well versed in organic seo techniques. These are SEO firms that utilise ethical methods for obtaining 1st page rankings on SERP.

You can obtain affordable SEO services at SEO Web Worx who deliver a wide range of SEO consulting services and advice that best suits your unique business proposition. From search engine optimised copywriting to web design and web development, this SEO agency provides value for money SEO packages that will optimise your web site's search engine visibility for maximum returns. As experts in implementing the key concepts of search engine optimisation, SEO Web Worx (http://www.seowebworx.co.uk) will be able to define key words and phrases, develop the appropriate content and structure for your site as well as establish the popularity of your links. You'll get immediate benefits at affordable prices!

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Why The Search Engines Still Need Display

Search ad revenues remain the driving force behind the big search engines, Google and Microsoft’s Bing. However, the rise of display advertising and the threat of “new” competitors in the display arena, such as Facebook, are causing the search engines to scramble for a way to get a bigger piece of the display pie.

While Yahoo is seeing a big shift in revenue, and as Facebook builds its advertiser base, Google is working through new products and strategic acquisitions to move itself into a more dominant role in the display advertising business.

Google and Facebook, once potential frienemies – now may see themselves competing for the same advertisers as Google+ launches as the next competitor to Facebook’s social media empire.

While Google and Microsoft lead the industry in search ad revenues, they trail Facebook and Yahoo in display ad revenues. According to June data from eMarketer, Google should have a commanding 77% of the search ad revenues in 2012, but only realize 12.3% of the display revenue in the same year.

eMarketing Search Ad Spend Projections - June 2011

Microsoft’s search ad revenue will finally surpass Yahoo’s search ad revenue in 2011, as Microsoft starts to see the benefits of the Search Alliance in their favor. However, Yahoo’s display revenue shadows Microsoft’s and will only begin to lose the first position to Facebook this year.

Facebook’s growth does not seem to be negatively affecting search ad revenue as they find themselves as the force to be reckoned with in the display arena. Currently, Google may not be greatly affected by Facebook,  as Yahoo is seeing the biggest hit.

It seems as if Yahoo’s display advertising revenue is moving straight over to Facebook, which reminds me of a conversation with a Yahoo colleague – eagerly pointing out that Google may be the least of their worries.

eMarketing Display Spending Projections - June 2011

eMarketers principal analyst David Hallerman summarizes why Facebook is seeing this surge; “Facebook’s distinctive form of display advertising is increasingly attracting advertisers. These are mainly smaller companies, and some of them have a strong direct-response focus.”

According to eMarketer, Facebook and Google look to be going after the same clients: small-to-medium sized advertisers. Today, they each seem to be moving forward at their own pace; however, this could turn into a point of competition.

Google may see the writing on the wall with the recent purchase of Admeld, they are making a push to increase their display advertising offering. In a blog post from Google’s Vice President of Display Advertising, Neal Mohan, he states the importance of this concentration.

“It’s now clear that investments in new technologies, new ad formats and improved buying and selling processes are helping to grow the display advertising pie. This benefits publishers who make more money from display ads, users who receive free ad-funded content and marketers who are able to grow their businesses online.”

Facebook’s surge in display revenue may be directly correlated to their time-on-site statistics. Google has been desperately trying to move themselves away from a “search portal” to an actual “destination” on the Internet, as seen in the launch of Google+ most recently.

With an already robust offering, potentially supported by its current Adwords (search, contextual and display) base of advertisers, and immediate access to millions of users, Google+ could be the way Google  builds out their display offering.?

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: Search & Display

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