Search Engine Marketing For Dummies

Search Engine Marketing For Dummies
What is search engine marketing?

Search engine marketing involves strategically optimizing
the elements of your web site and your web campaign in such
a way that your site becomes popular in the major search
engines.

There are two primary types of search engine marketing, the
paid method, or pay-per-click, and the unpaid method,
natural search engine results.

The paid method, or pay-per-click, involves bidding and
paying for specific search engine rankings. One advantage
to using pay-per-click is that you can quickly dial up huge
responses, for example 200-500 clicks per day, which allows
you to quickly test ad copy and response rates. One major
disadvantage is the price--you are directly paying for each
and every click you receive.

Natural search engine results, although they take much
longer to implement, have no direct cost. The only cost is
that associated with the strategies used to achieve higher
natural search engine results rankings.

So how do you do it? What do the search engines look for?
Some of the top predictors of natural search engine
rankings are the content of your site as it relates to your
chosen keyword, your meta-keyword and meta-description tags
on your web site, the title of your web site, and the link
popularity of your website.

One note here: it is difficult to achieve high search
engine rankings for more than a few keywords on any given
web page. So the key here is to design different web pages
for each keyword you wish to rank highly for, and optimize
those pages for that specific keyword.

How to optimize your page? Make sure that every element of
your page includes your keyword at least once, and in the
copy of the web page itself, the keyword should have
between a 3% and 5% keyword density. Keyword density is
the percentage of times your keyword is inserted into your
copy, as compared to other words in your copy.

So, for example, if your web page were on "search engine
marketing" you would make sure you used the term "search
engine marketing" in each of the following elements of your
web page. Here is an example:

Title: Search Engine Marketing Keywords: search engine
marketing Description: How to use search engine marketing
to boost your sales.

Web page: For every one hundred words on your web page,
the phrase "search engine marketing" would occur at least 3
times.

One of the most important things to do to build a strong
natural search engine ranking is to increase your link
popularity. Link popularity is the number of web sites,
other than your own, that link to your web site. Some of
the best ways to do this include: Adding your web site to
many web directories that are related to your web site's
topic, asking other web sites to add your site to their
links page, and submitting articles to the various article
directories with your web site link intact, so that each of
the article directories are linking to your site.

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Westly Lager is a success mentor and coach helping teach
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