How Do I Make Sure I can be Easily Found?
Whether you have a great product or service is almost secondary to the ability to be found on the Internet. There are literally hundreds of business websites being put up on the Web on a daily basis; there is so much noise that even an unrelated website that uses the wrong keyword can divert your audience away from your website.
The secret to success on the Internet is being able to be found within the major search engines. The discipline that it takes to successfully create this is more and more nuanced - it is a full time job in and of itself. In order to make sure that you can be easily found, most businesses will need help from a professional search engine optimization marketing firm. However, there are many things that companies can do on their own in order to be found more easily online before having to spend that money.
Make sure that you understand the updated algorithms that regulate the major search engines
As the leader in search engine optimization, Google sets the tone for the other major search engines Bing and Yahoo as well as the smaller, niche oriented search engines that provide visibility for industry specific websites. The latest updates Panda and Penguin have changed the rules of the game significantly, making it much harder for sites without original content to ever become visible.
Original, dynamic content as well as a sophisticated link building campaign is essential to creating visibility on the Internet. The remaining tips will deal with how to incorporate this into your overall marketing strategy.
Build a link structure that will help your cause
Long gone are the days in which search engine marketers could simply attach a single piece of anchor text to random webpages and expect to see heightened visibility within the search engines. Today, a business must have a much more sophisticated structure. Some of the best ways to improve visibility using link structure include varying anchor text on links and making sure that you are incredibly selective when it comes to the websites that you link to. One way links are much better for visibility than two way links. Also, websites that have government or education suffixes are much better for the visibility of your website than any other type of page.
Comparing different strategies using multivariate marketing techniques is essential
Because the rules of search engine optimization are constantly changing, the way to stay visible is to consistently update the strategy that you are using to remain visible. This can only be done by modifying variables in a scientific fashion to determine which variables are the ones that are still working for your marketing campaign. This is known as multivariate comparison.
Use the tools that the search engines provide for you
In order to maximize the efficiency of your link building and advertising campaigns, Google has implemented a Disavow program that allows you to modify the websites that are linked to you in a direct fashion. The major search engines also offer many other types of analytics for free. It is likely that these analytics will not always be free; therefore, take advantage of them while they are.