Web Marketing Ct

• 85% of all Internet users search for information, products or services on the three major search engines. 90% of all Internet users don't look past the first 20 results.

Google (35%), Yahoo (29.8%) and MSN (21.9%)

Definitions by SEMPO

Search Engine Marketing: The act of marketing a web site via search engines, whether this be improving rank in organic listings, purchasing paid listings or a combination of these and other search engine-related activities.

Search Engine Optimization: The act of altering a web site so that it does well in the organic, crawler-based listings of search engines. Also called SEO.

Paid Search Media: Advertising programs where listings are guaranteed to appear in response to particular search terms, with higher ranking typically obtained by paying more than other advertisers. Also called "Paid Placement," "Pay Per Click" and "Cost per Click."

Creative Castle NETworks is a certified Search Engine Marketing specialist since 2002.

Here is a brief description of what SEO – Search Engine Optimization is and why it is important to start at the design phase of a web site:

The Art and Science of SEO

SEO is the art and science of designing, writing, coding (in XHTML), and programming a Web site to increase the likelihood Web pages will appear at the top of search engine queries for selected keyword phrases. An SEO professional's end goal shouldn't be positioning, but rather attracting qualified traffic.

Web pages must primarily meet the needs of their intended audience. The target audience should be able to find a page's content quickly and easily via search engines (both the major public search engines like Google, Yahoo and MSN and also through the web site's own internal search features). Achieving these goals involves creative copywriting and site design skills (art) and effective coding, programming, and analysis skills (science).

If related items are grouped together (by theme and keywords) and cross-linked well internally, keyword focus is communicated to search engines and site visitors. If the interface uses important keyword phrases in navigation labels (link text), page headings, URLs, and so forth (in other words, if the interface supports a site's information architecture), the interface also communicates keyword focus. A page's linkage properties also become more keyword focused.

The Foundation of Successful SEO

The foundation of a successful SEO program consists of the following building blocks:

• Keyword-rich text. The majority of a site's pages should contain the words and phrases the target audience types into search queries. Pages should appear somewhat focused on these important keyword phrases, and the phrases should be featured prominently on the page. Otherwise, the page won't convert well or receive consistent search engine traffic over time. Keyword research and copywriting for individual HTML tags are a part of this building block.

• Information/site architecture and page layout. Search engines and end users must be given easy access to keyword-rich content. How text, graphic images, and multimedia files are arranged on a page tells search engines and site visitors which content the site owner believes is most important. URL structure and technical architecture figure into that as well.

• Link development. Commonly referred to as link popularity, this is the number and quality of objective, third-party links pointing to a URL or Web site. Of course, not all links pointing to a site are objective, third-party links, but those types of links aren't always the most credible.

Keyword-Rich Text

Since optimization is centered on query-based searches on the Web search engines, many SEO professionals feel SEO's core is text. It's a logical conclusion, since searchers must type text into a search box to receive document information.

Sometimes, a document isn't text-based. Some documents (or files) are graphic images or multimedia files. Therefore, the document surrogate, or a text-based substitute for a non-text file, must contain text search engines can crawl and use to determine relevancy.

As much as I understand the use of text-based, keyword-focused documents and document surrogates for information retrieval, however, I don't believe keyword-rich text is the most important component of a successful SEO program. Text without context carries little meaning to searchers.

Information Architecture and Interface

A site's information architecture and page layout are the most important component of an SEO program.

A Web site's information architecture is the foundation of successful information retrieval. And not just for commercial Web search engines either. Search engines are only one part of information retrieval. A scent of information and sense of place are also key areas of information retrieval.

If a house has a strong foundation, it will be around for a long time. Without one, the house will collapse rather quickly. It's the same for a Web site. SEO should be about building that strong foundation, not chasing algorithms and exploiting search engines. Start with a strong foundation. Accoutrements can always be added, refined, and removed.

Every time I analyze a site for search usability, I find the most expensive, time-consuming SEO solution involves modifying the site's information architecture. Any beginner SEO can place keyword phrases in HTML title tags and meta tags. But creating site navigation and cross-linking with a labeling system that users understand? Identifying page types and assigning the most appropriate cross-links? Knowing when to use text-based documents -- and when not to? Optimizing for site visitors as well as search engines? These aren't quick, easy tasks to complete.

Additionally, a target audience's search behavior often varies by site type (B2B, B2C, publisher, education, etc.), age, gender, education level, and so forth.

Nonetheless, once a strong information architecture is in place the site sees vast improvements in qualified search engine traffic and cost savings. It's easy to modify Web copy when the foundation is solid.

Link Development

Sometimes, a site receives qualified search engine traffic due to link popularity. In fact, if a site type (such as a Flash-based or image-based site) is unable to have the aforementioned on-page criteria, link development is often the only organic SEO solution.

Web site usability and link development go hand in hand. People tend to link to sites whose content they find useful and informative. In addition, if Web site owners make that content easy to find through a solid information architecture, they pack one of the most powerful one-two punches: unique, useful content that's easy to find.

Remember that a web site is first and foremost a marketing tool so it should be designed to market what you are selling the best that it can.

Web site Traffic & Statistics Analysis (DEMO) Once your web site is designed it is imperative to it's success that you monitor and analyze how visitors are using the site. You must also track all of your online advertising, Natural Search Engine Optimization, Pay-Per-Click ads, Paid advertising through banners and links on other web sites and eNewsletters, etc.

Optimize your web site to increase conversions by learning how visitors find your web site, which pages are the most/least viewed, which pages are most visitors leaving from (these will need to be redesigned), which keywords are being used to find your web site, which search engines are most visitors coming from, etc. Use this information to update your web site and make it better for your visitors which, ultimately will make it better for you.

Web site Traffic & Statistics - Client Login

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