Chapter 10 : Promotion and Analysis
Effectively promoting new content will increase backlinks with an intention to increase the value of the site.
Another way is the blog post letting your visitor base know that you added something new is a great way to get the word out about new content or services.
Major search engines, including Google, provide free tools for webmasters. Google's Webmaster Tools help webmasters better control how Google interacts with their websites and get useful information from Google about their site.
Using Webmaster Tools helps to identify issues that, if addressed, perform better in search results. With the service, webmasters can:
Topics covered in this snack-sized chapter:
- See which parts of a site Googlebot had problems crawling
- Notify us of an XML Sitemap file
- Analyze and generate robots.txt files
- Remove URLs already crawled by Googlebot
- Specify your preferred domain
- Identify issues with title and description meta tags
- Understand the top searches used to reach a site
- Get a glimpse at how Googlebot sees pages
- Remove unwanted sitelinks that Google may use in results
Web analytics programs are possible via google analytics and website optimizer are a valuable source of insight. It can be used to:
- Receive notification of quality guideline violations and request a site reconsideration
- Get insight into how users reach and behave on site
- Discover the most popular content
For advanced users, the information an analytic package provides, combined with data from server log files, can provide even more comprehensive information about how visitors are interacting with documents.
Lastly, another tool called Google Website Optimizer find on-page changes that will produce the best conversion rates with visitors. This, in combination with Google Analytics and Google Webmaster Tools is a powerful way to begin improving your site.
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising.
SEM may use search engine optimization (SEO), which adjusts or rewrites website content to achieve a higher ranking in search engine results pages, or use pay per click (PPC) listings.
SEO is a branch of SEM (Search Engine marketing). SEM is the wider discipline that incorporates SEO.
SEM includes both:
- Measure the impact of optimizations
SEM uses paid advertising with AdWords or Bing Ads, pay per click (particularly beneficial for local providers as it enables potential consumers to contact a company directly with one click), article submissions, advertising and making sure SEO has been done.
A keyword analysis is performed for both SEO and SEM, but not necessarily at the same time. SEM and SEO both need to be monitored and updated frequently to reflect evolving best practices.
In some contexts, the term SEM is used exclusively to mean pay per click advertising, particularly in the commercial advertising and marketing communities which have a vested interest in this narrow definition.
Such usage excludes the wider search marketing community that is engaged in other forms of SEM such as search engine optimization and search retargeting.
There are four categories of methods and metrics used to optimize websites through search engine marketing:
- Organic search results (SEO)
Keyword Research and analysis
It involves three steps:
- Ensuring the site can be indexed in the search engines
- Finding the most relevant and popular keywords for the site and its products
A follow-on effect of keyword analysis and research is the search perception impact.
Search perception impact describes the identified impact of a brand's search results on consumer perception, including title and meta tags, site indexing, and keyword focus.
As online searching is often the first step for potential consumers/customers, the search perception impact shapes the brand impression for each individual.
- Using those keywords on the site in a way that will generate and convert traffic
Website saturation and popularity
Website saturation and popularity, or how much presence a website has on search engines, can be analyzed through the number of pages of the site that are indexed on search engines (saturation) and how many backlinks the site has (popularity).
It requires pages to contain keywords people are looking for and ensure that they rank high enough in search engine rankings.
Most search engines include some form of link popularity in their ranking algorithms.
The following are major tools measuring various aspects of saturation and link popularity: Link Popularity, Top 10 Google Analysis, and Marketleap's Link Popularity and Search Engine Saturation.
Back end tools
Back end tools, including Web analytic tools and HTML validators, provide data on a website and its visitors and allow the success of a website to be measured.
These tools can deliver conversion-related information.
Whois tools reveal the owners of various websites, and can provide valuable information relating to copyright and trademark issues.
Paid inclusion involves a search engine company charging fees for the inclusion of a website in their results pages.
Also known as sponsored listings, paid inclusion products are provided by most search engine companies either in the main results area, or as a separately identified advertising area.
The fee structure is both a filter against superfluous submissions and a revenue generator. Typically, the fee covers an annual subscription for one webpage, which will automatically be catalogued on a regular basis.
Paid inclusion is a search engine marketing product where the search engine company charges fees related to the inclusion of websites in their search index.
Paid inclusion is one way to get noticed; specifically, you can contact the search engines directly and register your site for a fee. For example, Alta Vista offers such a service for a fee.
Paid inclusion products are provided by many search engine companies, the most notable exception being Google. Inktomi, Alta Vista, and many other specialized search engine firms charge to list website.
The fee covers an annual subscription for one web page, which will automatically be cataloged on a regular basis.
Pay per click is a form of advertising found on search engines, advertising networks, websites and blogs. The advertiser pays when a visitor actually clicks on an “ad” to visit the advertiser’s website.
Advertisers bid on keywords or terms that they believe their target customers use to find information on products or services.
Paid inclusion positions itself as a registration process for “legitimate” websites which basically means those websites that can afford the fees.
It could be argued that paid inclusion is simply advertising. Yet, paid inclusion really works; in fact, many SEO (search engine optimization) companies rely on paid inclusion as a part of their “secret sauce” to help improve site rankings.
Paid inclusion is like being a member of a special club which advertises its members. Pay per click is like the yellow pages. The end game is the same.
SMM is a type of marketing that involves exploiting social media to influence consumers that one company’s products and/or services are valuable.
Some of the latest theoretical advances include search engine marketing management (SEMM).
SEMM relates to activities including SEO but focuses on return on investment (ROI) management instead of relevant traffic building (as is the case of mainstream SEO).
SEMM also integrates organic SEO, trying to achieve top ranking without using paid means to achieve it, and pay per click SEO.
For example, some of the attention is placed on the web page layout design and how content and information is displayed to the website visitor.
SEO & SEM are two pillars of one marketing job and they both run side by side to produce much better results than focusing on only one pillar.
Paid Inclusion Verses Pay PER Click Advertising