This time it is a little technical related topic that I am going to write about. When considering about the information sources that we use to gain information before making consumption decisions the internet plays a great role among other information sources. In order to search for the relevant information we need through internet we use web search engines. Search engine is a software or a program designed to search for information from the world wide web. In simple terms they search for articles images, videos etc with the help of key words. Search engines should be easy to access, user friendly and the information search should be fast. Examples for some of the top ranking search engines are Google, Yahoo and bing.
It is a known fact that most of the business and none business entities use internet as a marketing option. When marketing is done through search engines it is called as Search Engine Marketing. SEM involves enhancing the visibility of a website in search engines and it makes the companies to increase the chance to attract more visitors to their website which leads them to gain competitive advantage.
There are 2 forms of SEM,
1. Paid search marketingAttracting visitors by purchasing advertising space on search engine result pages. This involves Paid per click or Cost per click.
2. Search Engine Optimization (SEO)SEO can be defined as the process of affecting the visibility of a website or a webpage in a search engine's natural or unpaid search results. (Wikipedia) When we search for a topic from a search engine the more frequently a site appears in the search list the more visitors it will get from the users who use that particular search engine. Preferably when the search results are posted you tend to click on the links that appear on the first page. This is the ultimate objective of SEM. Through SEO a company can rank their website on the top of the list of search engine results which leads to gain more visitors to the website. Therefore this is the most effective way to gain competitive advantage for companies through SEM.
Strategies to achieve SEO,
1. SEO analysis
To get good results one of the best methods is to make an expertise person or a SEO adviser to identify the weaknesses, opportunities and improvements of the site and implement it.
2. Key word research
It is very important to reasearch and use the key words and phrases that are often used by customers when searching for information.
3. SEO copy writing
Content optimization using the key words and phrases that are in the company website to achieve higher ranking.
Search engines crawl through your website and indexes the data. In order to maximize search engine optimization it is important to know whether all the pages of the website can be accessible by the search engine that would lead the website to appear more frequently in the SE search list.
5. Website attractiveness
Even though the website appears in the first page of the search list if it is not attractive it will not lead the viewers to visit the pages of the site. Therefore it should have a good structure as well as nice images and videos to attract more audience.
Search engine optimization requires that an internet marketing solution company should use a unique strategy for attracting more visitors to their website analyzing the search engine optimization strategies. If it is done in the correct manner SEO can transform a website to a powerful web presence communicating the relevant information to their target audience. Therefore SEO is one of the best forms of Search engine marketing where companies can easily achieve competitive advantage.