As the search engines develop, so too do the potential avenues for effective marketing. So what exactly is the most effective Search Engine Marketing strategy?
Traditionally, the two ways in which you could improve your website’s visibility on search engines was through SEO and Pay per Click (PPC) advertising. Whilst they may remain at the forefront of most strategies, SEO and PPC are by no means the only way to get your name where it matters.
As the search engine results pages (SERPs) have diversified, including new facets and restructuring their layout, marketing methods have been quick to follow suit. With Twitter updates, local search results and news items infiltrating the SERPs, the realms of possibilities are more diverse and in greater supply than ever before.
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Still in the formative days of this new year, we look ahead at the 7 ways you can help your website get the level of attention you deserve in 2010.
Making bold predictions to cover a 365 day period, you can easily set yourself up for a fairly monumental fall. However, with this very much in mind, I have put together a straightforward guide to promoting your website in 2010.
As anybody who has spent a day or more working amongst websites will no doubt already understand, there are a fair few avenues for you to explore when it comes to promoting your site, brand and company. As any company with limited resources will have no doubt also have discovered, targeting the most effective techniques in the efficient fashion is not always straightforward.
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When it comes to the future of search engine optimisation, local search looks primed to become indispensable for any business website. Whilst SEO focuses on what it is that your business offers, local search roots that information to a geographic location [see: What is Local Search?].
With the mobilisation of Internet connectivity people aren’t just going online at home or in the office. As such, consumers are increasingly turning to their mobile phones and PDAs to search for businesses and products within their immediate vicinity. This means that wherever we are, whether we are familiar with the surroundings or not, near continuous access to the Internet ensures that we are only a search away from getting directions to the nearest store, bank or hotel.
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What is Local Search?
As a branch of SEO, Local Search is a process, or series of processes, designed to optimise a website within a specific geographical locality.
The primary benefit of Local Search is that it increases your website’s visibility when people look for businesses and services within their area. This helps to narrow your site’s focus, whilst helping to ensure that it is seen by consumers who are more likely to be interested in what you have to offer.
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Whilst there are clearly many things that SEO can’t achieve, not least on the business side of your online enterprise, it can help you where it really matters, online visibility.
This blog post explores 7 ways that SEO can help your online business succeed. From the obvious to the obscure, you’d be surprised how a little optimisation can go a long way for any ecommerce site.
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With the initial Wave furore now settling down, it appears Google are continue to innovate; although this time it’s in one of their key monetising departments – paid advertising.
The Internet search titan is currently trialling a service that will incorporate local search with PPC. Whilst local search results will still be contained alongside a location map in a box near the head of the SERPs, the new Local Listing Ads will appear in the advertising banner immediately above it, with the businesses location still denoted by an alternative numbered pointer within the map itself (shown below).
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When it comes to boosting your website’s rankings it is important to remember that ‘Content is King’. Having a good deal of unique, helpful content on your website will help push you up the search engine rankings, whilst keeping your visitors happy.
Sometimes content is overlooked by marketers or executives in the mistaken belief that it’s better to have light copy and more images to attract visitors; but, barring an overkill of epic proportions or some fool-hardy black hat tomfoolery, the truth is language is the one thing that satisfies both the visitors and the search engines.
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Local Search Marketing is becoming more and more important to online businesses these days. It’s also the fastest growing search option at the moment and so it’s important that your company is ranking well for localised searches.
An important place to start is Google Maps.
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Local search might not immediately spring to mind when it comes to defining priorities for optimising your site. However, by overlooking it you could also by overlooking one of your core niche markets.
By defining your locality, you give those in your surrounding area the opportunity to see exactly where they can find you. As many people still prefer to use services within a certain area, this provides the perfect opportunity to reach out to the community and show exactly why you’re worth using.
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Local search plays a big part in online business, so recent updates to Google Local Business Centre will be welcomed by most companies with an online presence.
This free service has been used by hundreds of thousands of businesses throughout the world, providing an extra search dynamic to their SEO structure. When consumers search for a service and a location, just as I have below with ‘Florists in Portsmouth’, they will ordinarily receive the standard results along with a local map and a breakdown of the outlets in that area; which is where the Local Business Centre comes in.
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Refers to the process of optimising marketing campaigns to target a specific geographical location.
Is your business showing on Google maps?
If not it’s a very simple thing to set up and has many benefits.
All you need to do is enter your businesses details into Google’s Local Business Centre. You may have to register for a Google account if you don’t already have one. In your business listing you can include details of your Business including opening hours and payment taken. You can also include Photos and link to Videos you may have uploaded to You-tube.
Having your business on Local Business Centre means that you may well appear on local searches on Google. For example the search Southampton wedding photographer in Google shows a map with the top 10 Photographers marked on it at the top of the search results.
Google are currently rolling out the new AdWords Local PlusBox which will now enable the top featured sponsored result in the Google search engine to display even more information.
This information will consist of a map, contact details, address and will even allow people to get directions. The best part is there is no extra charge for this and you will only billed by Google as normal, when someone clicks on your add and arrives at your landing page.
For local businesses looking specifically to target their particular geographical location this could prove very helpful in maximising the online visibility received.
More information can be found here at the Inside AdWords Blog
