Tuesday, 31 August 2010
The most common mistake we see by Australian businesses when it comes to SEO is the fact most organisations only think about search engine optimization once their website has been finished. This is the wrong way to go about your SEO strategy.
If you are re-designing your website the first thing you need to do is analyse the amount and type of traffic that you generate and making sure your new design preserves this traffic and your search engine rankings do not go backwards. Many businesses focus on their new design and ignore all of the previous web pages that had positive rankings in Google, and then when the new site goes live, the old pages are lost, rankings are lost and your traffic goes backwards – Not good, so avoid this one.
The next key item you need to do is define the market segments that your business wants to communicate with. Generate a list of the high traffic and popular keywords that relate to your market segments and then design your content and SEO strategy around these words. If you approach your SEO this way, your content and site design will already be aligned to how people search, so your only challenge is to get to number 1 – Follow the 2 rules above and your business will prosper.
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Friday, 27 August 2010
All the research shows that people like to use the Internet to research global and buy local. The Internet is fastest way to find out what you want, the local shop is the fastest way for you to get it. Furthermore, a large amount of people search locally, which means that local SEO not only provides lots of traffic, but also qualified buying traffic.
If someone is searching for office furniture Melbourne, they are ready to buy and walk into your store. They are far more qualified than some searching for a “chair” or a “desk”. Google thinks local search is so important they have developed their own local search algorithm using Google Maps which is called Google Places or Local Listings.
Localising content and thinking local with your SEO strategy will have a tremendous impact on your bottom line. Google Map optimisation is an integral part of this process and involves more than just submitting your site to Google Places. The value of being listed at the top of Google’s local search results is huge, so it pays to engage specialists to ensure your business gets on top and stays there.
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Thursday, 26 August 2010
If you’ve done some research on search engine optimization you would have read that inbound links are one of the most important factors Google uses to determine where your website is positioned in their search engine. Inbound links are important as Google treats an inbound link as a vote from one website to another. An inbound link is like an endorsement or referral in normal business.
Just like in the real word the quality of the source is very important when it comes to the impact of an inbound link. If the link is from an online neighbourhood that is engaging in unscrupulous SEO activities the link could have a negative impact on your rankings. Whilst an inbound link from a trusted or authority website will have a very positive impact on your Google rankings.
This means best practice SEO is about quality and natural link building. Your focus should always be on relevant and authority links as these sites will have a far greater impact than thousands of links from poor quality sites. The biggest tip is don’t be tempted by the easy option of gaining 1000 links for $99.
When it comes to inbound links, If it sounds too good to be true it generally is. |
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Wednesday, 25 August 2010
The great news about investing in Search engine optimization(SEO) is you can easily measure its performance through Google Analytics. The amount of traffic generated from your search engine optimisation campaign will be easy to see via the amount of organic traffic being generated to your website every month. That’s ok, after the event, but what level of traffic and sales should you anticipate before you invest?
Even though there are no guarantees with SEO and there are many variables beyond your control you can make a forecast of the amount of traffic that you would like to receive from your SEO campaign in the first 3 months and the 3 months thereafter. We recommend that you utilise the Google Adwords Keyword tool to ascertain the total amount of local monthly search for each keyword per month. As a general rule it is fair to conservatively estimate that your site will receive approx 3% of the total search in the first 3 months and this may increase to 6-7% in the 3-6 months period. Obviously the results will vary dramatically, but this at least provides your business a guide as the amount you should invest in SEO.
When calculating the potential return from search engine optimization you should work on a sales lead conversion rate of 3% and lead close rate of 20-25%. The lead close rate from search engine optimisation is generally higher than other forms of marketing due to the fact the person has already prequalified their interest by the keyword they typed into Google. If you are running an Adwords campaign the traffic forecast exercise for SEO is even easier.
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Tuesday, 24 August 2010
This is a very common question and the right answer really does depend on the circumstances of your business. Key items to consider is the cost per click of running an Adwords campaign in your industry, the profit margins available from the Internet, the competitiveness of your industry online and the current rankings of your website in the major search engines. All of these items will impact the optimum search engine marketing strategy that should be implemented by your business.
Adwords will deliver you’re business instant coverage on Google across a wide number of keywords and provide quick website traffic which is ideal for increasing sales activity. Whilst an effective Search engine optimization campaign should consistently increase your organic traffic month on month and help minimise the cost of search engine traffic generation to your website over time. This is why many people consider Adwords as a short term strategy and SEO a longer term search engine marketing strategy
As the search ngine rankings of your website improve most businesses increase their investment in search engine optimization as SEO generally provides a lower cost per click than Adwords. However, if both Adwords and SEO are generating a profit for your business our advice would be continue to increase your investment in both initiatives. As they say if it’s not broken, don’t fix it.
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