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Search Engine Strategies
By Steve Phillips, Principal, Purple Trout, LLC.

At one time or another, you've probably heard a tip or two about gaining higher rankings for your website in Google and other search engines.

But what's true? Who do you believe? Do you invest in a pay per click campaign in hopes of more clicks equals more sales? Or, do you take a more organic approach and attempt to earn higher rankings in search engine results pages?

Here are some considerations and strategies for both organic/natural search engine optimization (SEO) and pay per click (PPC):

Search Engine Optimization

SEO takes time, which means don't expect your website to be ranked in the Top 10 rankings in Google tomorrow (or the day after, for that matter). Google will—when it's ready—rank your website based on a variety of factors.

However, consider this: 70% more search engine users will click on organic/natural results versus pay per click results. Why? Because we're smart enough to know PPC is an advertisement.

When planning an SEO strategy for your website, focus your energies on:

• Keywords
  Select the right keywords and keyword phrases that best represent your products and services. Research to find out what keywords Internet users are using in their searches. Determine your competition's keywords.
• Write Keyword-Rich Content
  Once you have selected your keywords, make sure you use them in your website's content. Use them in your site's articles, press releases, blog entries, etc.
• Write Strong Page Titles
  The Title tag is located at the top of your website's html code and tells the search engine spider what the page is about. Tip: Use keywords in your Page Titles.
• Write Strong Page Descriptions
  Each web page has its own Page Description which gives more detail about the page. Tip: Once again, use keywords in writing your page description.
• Write Fresh Content
  Keep your regular website visitors interested and coming back to your website with fresh content. This can include articles, blogs, press releases, frequently-asked questions, case studies, new products and/or services, new employees, community events, etc. The list is endless.
  
  To keep the search engine spiders interested, make sure your new content includes your keywords. Don't over-do it and repeat the same keyword over and over. That's considered spamming.
• Build Links
  Earning natural one-way links to your website is very important and true link building never ends.
  
  Linking building is the process of other websites publishing a link on their website pointing back to your site.
  
  There are many strategies in earning one-way links. Some include submission to high-ranked Directories; writing articles for other websites (which includes a link to your site); submitting press releases to online news sources, etc.
  
  If you site is noteworthy or your blog is interesting and helpful, you'll find other blog writers will begin writing about your website (and will include a link).
  
  Trading links (also called reciprocal links) is also a good idea for websites new to link building, but only when done in moderation. Trade links with someone in your industry, or with someone whom you have a professional relationship with. Don't trade links for the sake of trading links. After all, no one is attracted to a page of links.

Pay Per Click

While a pay per click campaign can earn you overnight traffic, you must precede with a specific strategy before you begin.

Here's how it works:

Establish an account with Google, Yahoo or MSN (or any combination thereof). You will research and select the keywords you wish to target. Then, you will write one or more advertisements for each selected keyword. This way, when someone searches for your targeted keyword, a specific advertisement will appear on the search results page (usually at the top of the page or down the right side).

You will then “bid” on the selected keywords for placement. For example, if you bid 50 cents, your advertisement may appear in the fifth position of the search results page. This “bid” is what you are willing to pay for a potential customer to click on your advertisement.

If you want your ad to be in the fourth or third position, you will have to bid higher. Yes, this is where it can get interesting and expensive.

Some PPC strategies:

• Start slowly. Try a few keywords and write a few ads. Get used to how the program works before you add 50 new keywords.
• Write one ad for each keyword you wish to target. Use the keyword within your advertisement.
• Create a budget and stick to it. Create a daily, weekly and monthly budget. When you reach your spending allowance, your advertisement will turn off automatically. This will prevent sticker shock when you get your invoice.
• Work on your organic campaign the same time you are working on your pay per click campaign. As your organic/natural rankings rise, you can lower your PPC budget or spend more on other keywords.

Search engine optimization and pay per click campaign can—and do—work, but both take time and patience. Keep notes of your strategies. Always test and tweak your campaigns. True SEO never ends.

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