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Back Managing Site Optimisation Strategies by Stu Billingsley In today's online climate, managing your website goes further than making sure you optimize towards the right terms in both natural and paid search, but in fact, how the two work with each other. A common misconception is that there are so called tricks to search engine marketing, when actually, the work is very similar to marketing in general. For instance, it is often about getting the word out. Keep content fresh and make it something that one can pass on to someone else. Making sure your site is Social Media compatible, such as by offering widgets, or latest news on a particular niche - these tactics can help market your site. Managing your messaging is another factor. Do your SEO and PPC strategies complement or contradict each other? Pay close attention to what terms are converting on PPC and what terms are bringing traffic on SEO. If your site appears in both first page natural and paid listings, consider this a good thing. This means you can advertise an additional message to the user. It also means that you can manage your paid search budget a bit better. And if your natural ranking is doing well, chances are that the page is doing well in Google's Quality Score algorithm, which can make your PPC bidding lower than those in the same position. Search Marketing does have a technical aspect too, as is the case with other types of marketing. Making sure that your site content is unique, the server configured correctly and indexable is a start, similar to how print marketers make sure that their print and production procedure is cost efficient. Getting the word out is important for all types of marketing, and nothing explains this process better than link building. You want your name to get dropped on a variety of sites, from basic blogs and communities, down to major brand name sites in your sector where possible. How can you get those links from major sites? Give them a reason to talk about you. This is one of many ways online marketing can work for your site. To finalise making this strategy work well for you, one needs to be able to monetize it. Getting an analytics package, even if it is a free package like Google Analytics is key. Tracking your PPC camapaigns, testing ad groups and landing pages also can help you target better. Keeping the content fresh is important, and of course, you have to get the word out! Author's Biography: Stu has worked in online marketing since 1998. While initially a web designer, he built experience in both SEO and later in PPC work, with experience in several countries and languages. Find out more about |
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