Thursday, February 13, 2014

Digital Marketing: Search Engine Strategies

Search engine strategies are designing to achieve good visibility in search engines. The concept “More Visibility More traffic” works here. Therefore this strategy is also known as basic search engine optimization strategy. Its prime focus is to achieve good ranking in popular search engines. Most of the optimizer also uses a terminology “Organic Search Engine Optimization” it means a natural way of optimization to achieve the ranking. Here the spiders of search engine looks for relevant content on website as per suggested keywords. It something like we are finding a particular word in a dictionary. This process is also known as SEO. Let us start and explain each aspects of SEO in detail.
  1. Title of web Page - Keyword-Rich: After completing the designing and development of website and to start the SEO process first of all define a keyword rich title for each page. You can write a descriptive title for each page — rich in keywords you want people to find you with — using 5 to 8 words. Remove as many “filler” words from the title (such as “the,” “and,” etc.) as possible, while still making it readable. This page title will appear hyperlinked on the search engines when your page is found. Entice searchers to click on the title by making it a bit provocative. In HTML coding these are placed at the top of the webpage between the <HEAD></HEAD> tags, in this format: <TITLE>Digital Marketing Tool Tips</TITLE>. (It also shows on the blue bar at the top of your web browser.)Plan to use some descriptive keywords along with your business name on your home page. For ex if you are specialize in house design and interior design and that’s what people will be searching for, don’t just use your company name “Gharplanner.com,” use “House Design and Interior Design Bullets — Gharplanner.com.” The words people are most likely to search on should appear first in the title (called “keyword prominence”). Remember, this title is your identity on the search engines. The more people see that interests them in the blue hyperlinked words on the search engine, the more likely they are to click on the link.
  1. Writing META Tag Description: This will find after Title Tag in HTML coding. You need to write a Description of Keywords placed in META Keyword. Because most search engines include this description below your hyperlinked title in the search results. The description should be a sentence or two describing the content of the webpage, using the main keywords and key phrases on this page. Don’t include keywords that don’t appear on the webpage. Description META Tag are at the top of the webpage, between the <HEAD></HEAD> tags, in this format:
<META NAME=”DESCRIPTION” CONTENT=”Increase visitor hits, attract traffic through submitting URLs, META tags, news releases, banner ads, and reciprocal links.”>
The maximum number of characters should be about 255; just be aware that only the first 60 or so are visible on Google, though more may be indexed. So to summarize so far, every webpage in your site should have a distinct title and META description tag. If you implement these two points, you’re well on your way to better search engine ranking. But there’s more that will help in ranking.
  1. Place Keywords in Headers (H1, H2, H3). While writing content for your website, always use Heading related to keywords and highlight them too in paragraph. Search engines consider keywords that appear in the page headline and sub heads to be important to the page, so make sure your desired keywords and phrases appear in one or two header tags. Don’t expect the search engine to parse your Cascading Style Sheet (CSS) to figure out which are the headlines — it won’t. Instead, use keywords in the H1, H2, and H3 tags to provide clues to the search engine. (Note: Some designers no longer use the H1, H2 tags. That’s a big mistake. Make sure your designer defines these tags in the CSS rather than creating headline tags with other names.)
  2. Always Position Your Keywords in the First Paragraph of Your Body Text: Search engines expect that your first paragraph will contain the important keywords for the document — where most people write an introduction to the content of the page. You don’t want to just artificially stuff keywords here, however. More is not better. Google might expect a keyword density in the entire body text area of maybe 1.5% to 2% for a word that should rank high, so don’t overdo it.
  3. Using ALT Attribute of Image tags to include Descriptive: This helps your site be more accessible to site-impaired visitors and gives additional clues to the search engines. The ALT attributes do help get your images ranked higher for image search.
  4. Hyper Linking of Keywords: Search engines are looking for clues to the focus of your webpage. When they see words hyperlinked in your body text, they consider these potentially important, so hyperlink your important keywords and key phrases. To emphasize it even more, the webpage you are linking to could have a page name with the keyword or key phrase, such as blue-widget.htm– another clue for the search engine.
  5. Make Your Navigation System Search Engine Friendly. You want search engine robots to find all the pages in your site. JavaScript and Flash navigation menus that appear when you hover are great for humans, but search engines don’t read JavaScript and Flash very well. Therefore, supplement JavaScript and Flash menus with regular HTML links at the bottom of the page, ensuring that a chain of hyperlinks exists that take a search engine spider from your home page to every page in your site. Don’t set up your navigation system using HTML frames (an old, outdated approach); they can cause severe indexing problems.
Some content management systems and e-commerce catalogs produce dynamic, made-on-the-fly web pages, often recognizable by question marks in the URLs followed by long strings of numbers or letters. Overworked search engines sometimes have trouble parsing long URLs and may stop at the question mark, refusing to go farther. If you find the search engines aren’t indexing your interior pages, you might consider URL rewriting, a site map, or commercial solutions.
  1. Create a Site Map. A site map page with links to all your pages can help search engines (and visitors) find all your pages, particularly if you have a larger site. You can use free tools, XML-Sitemaps.com to create XML sitemaps that are used by the major search engines to index your web pages accurately. Upload your sitemap to your website. Then submit your XML sitemap to Google, Yahoo!, and Bing (formerly MSN), following instructions on their sites. By the way,  Google Webmaster Central  has lots of tools to help you get ranked higher. Be sure to set up a free account and explore what they have to offer.
  2. Develop Web pages Focused on Each Your Target Keywords. SEO specialists no longer recommend using external doorway or gateway pages, since nearly duplicate web pages might get you penalized. Rather, develop several web pages on your site, each of which is focused on a target keyword or key phrase for which you would like a high ranking. Let’s say you sell teddy bears. Use Google Insights for Search or the free keyword suggestion tool on Word tracker to find the related keywords people search on.
  3. Fine-tune with Careful Search Engine Optimization. Now fine-tune your focused-content pages and perhaps your home page, by making a series of minor adjustments to help them rank higher. Software such as Web Position allows you to check your current ranking and compare your web pages against your top keyword competitors. I use it regularly. Web Position’s Page Critic tool provides analysis of a search engine’s preferred statistics for each part of your webpage, with specific recommendations of what minor changes to make
  4. Promote Your Local Business on various searchengines. These days many people search for local businesses on the Internet. To make sure they find you, include on every page of your website the street address, zip code, phone number, and the five or 10 other local community place names your business serves. If you can, include place names in the title tag, too. When you seek links to your site, you should request links from local businesses with place names in the communities you serve and complementary businesses in your industry nationwide.
Also create a free listing for your local business on Google Places for Business, Yahoo! Local, and Bing Local Listing Center. That way your business can show up on a map when people do a local search. For more information, see articles on local marketing on my site.

  1. Viral marketing: Promote Your Video, Images, and Audio Content. Google’s “universal search” displays not only webpage content, but also often displays near the top of the page relevant listings for images, videos, local businesses and audio clips.  Therefore, consider creating such content appropriate to your business and then optimizing it so it can be ranked high enough to help you. For example, if you were to get a top-ranking, informative video on YouTube that mentions your site, it could drive a lot of traffic to your site. For more information, search on “optimizing images” or “optimizing videos.” 
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