Web marketing or internet marketing for businesses refers to advertising or marketing your website with all the tools, techniques and methods currently available. Some of these include Google Adwords, search engine optimization (SEO), on-site page optimization, backlinks etc.
This post discusses one aspect of the web marketing called SEO (search engine optimization). My discussion primarily focusses on the king of search engines which is Google as it occupies 85% of the world-wide searches. Although, having said that I would also look into Bing and Yahoo since this may also give you good results with less effort. This is because most people’s focus happens to be for Google and the other search engines can be overlooked as a result and could be an easier path to optimization due to less competition. Nevertheless, the first things you need to consider before embarking on any actual on-page SEO and targeting relevant keywords is to really understand where you stand in the Google index.
SEO for beginners – understand analytics
There are so much data to consume once you login to your Google analytics account, that you may positively get lost and would not know where to begin. This is why it is important to build up your knowledge of traffic data, keywords, sessions, bounce rates, ranking etc. over time so you don’t get overwhelmed. Try to start with a simplistic approach of examining your website as it relates to Google. This is often a good start, because Google has indexed you according to what it thinks your site is all about and how it relates to the users that searches for some key-terms. Typical examples would be that you are in the cleaning business and you are a well-known local cleaning firm. It would be pointless to target keywords such as ‘cleaners’ or ‘cleaning business’ because firstly the terms are very broad and you will unlikely to be listed on the first page. You can also guess that people who are looking for cleaning businesses in their area will unlikely type such terms into the search engine. A better keyword would be ‘local cleaning businesses’. If you already know about location positioning, Google may already know through their service where you are GPS located. Hence, Google do will all the work for you and furnish results of businesses that are close to where you live. You can help Google by being more specific, for example, cleaning business in Mclean, Virginia. Better still you can type the type of cleaning business in your search terms.
Here, it brings me to the most important point about search engines. What would you type in the search engine box in order to find you. This is always a good start and gives you great ideas of keywords to target. For our example, we will work with a fictitious business called ‘Clarington Hotel’ that we want to optimize for and drive more traffic to the site. The procedure for optimizing any site uses the same method shown here.
We will take the example of hotelier that has a small hotel based in the fictitious address location:
2278 Lord Avenue Drive
Meriplace, CA 94500
Your first thoughts maybe to target the location Meriplace that users maybe searching for and some of the keywords you have come up with are:
Hotels in Meriplace CA
Hotels in Meriplace CA 94500