The easiest way to get on the first page of web listings is to purchase a listing. Those are listed at the top of the page and along the right hand side. They can be very expensive. And a lot of people don't trust the paid listings because they don't want to be 'sold'. They just want to buy.
The main body of the listings page contains what are called 'organic' listings. They are free, but rely on the search engine for the order they come in.
Paid listings generally out perform organic listings by about 10%. Having both paid and organic listings can be very synergistic and leads to building trust.
Organic listings order is dictated by the relevance of the web site to the search performed. Google has a 'bot' (an electronic robot) that constantly scans hyperlinks to determine which websites are most relevant. They will not list a site until they are sure it is legitimate and has staying power. The more hyperlinks they find that refer to a particular site, the higher it might be listed.
Content is the most important element for determining the ranking of a site. The bot analyzes content to determine if the site is relevant to the search. Merely adding more of the words that someone might enter into the search engine doesn't work to elevate position. If the content is important enough to bring more traffic to the sight through referrals, as indicated by more hyperlinks, it will elevate the site.
The third element that affects rankings is keywords. Having the keywords that more people are searching for helps elevate the position of the site.
Google stores all the data they collect, including content analysis. As they determine that a website is legitimate, they begin to list it. This can take from 3 to 6 months. To find out if a site is listed, type in "site.xyzcompany.com" in the Google search box. That will show if it is on their list.
Search engines look first for good written content to determine relevance. Site architecture and hyperlinks are 2 other aspects they look for.
Graphics cannot be read by search engines, they only read text. Fancy graphics may be pleasing to the site visitor, but search engines will not lead them there unless there is good written content also. Graphics also tend to make it harder for the visitor to find the information they are looking for, and so may lower the ranking.
The web content writer's job is to balance the needs of the website owner, and the requirements of the search engines. It is a good idea to become familiar with webmaster guidelines.
The most important element of long term website search engine success is trust. Trying to trick the search engines or the customer only leads to failure. Google will only reduce the ranking or may even bar those that try to do so. It is bad to use invisible text to increase the number of keywords involved. When search engines find out about such tricks, they take action.
Findability and reputation are what create that trust. Those are built on content and links. A good website requires commitment to excellence, planning, good products or service, testing to find what works, and patience. The entire site must be easily used and contain the best keywords within good content to be successful.
It seems difficult, but in order for companies to successfully use this growing source of sales and revenue, they must take control of the process. No throwing the hands in the air and giving up. This media, when done right, is the easiest way to bring in increased sales.
Videos are growing in importance in search engine optimization. They must also have good content. A good structure, paying attention to good marketing principles, having a definite purpose, will all lead to a higher ranking and bring in more $.
SEO copywriting is not just about shoving the right words into advertising copy. It involves creating the impression in the visitor's mind that the owner of this website is an expert in the field. Traditional direct response skills are vital to the success of the effort. And these skills are vital to continued, long term success.
A good copywriter can easily put the right keywords into the text, while still being true to the architecture that leads to increased sales. Persuading a customer to buy still takes knowledge of the process. You must give the customer what they want. The customer is the most important element of the equation.
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