Driving Traffic To Your Website To Grow Your Mlm Business (part Ii)
SEO, which stands for Search Engine Optimization
, is a highly specialized process of building a website. The goal of SEO is to improve the volume and quality of traffic to that website. You do this by obtaining a high-ranking placement in the search results page of a search engine, such as Google or Yahoo.
The higher a website ranks in the results of a search, the greater the chance that site will be visited by a user. Think about when you conduct an internet search. Do you scroll through pages and pages of the results that come up, or do you click on the first 5 to 10 sites on the first page? The majority of internet users really only click on the top few results that are generated on the first page of a search.
SEO pertains specifically to "organic" or natural searches. It does not include sponsored ads, in other words, those ads that cost money to advertise at the top of the first page, or in some search engines, on the sides as well. Once again, that is known as PPC (pay-per-click) advertising.
How does one obtain a high-ranking placement in organic searches? It is based on an algorithm that the search engines (especially Google) have created. Part of it has to do with the phrases you put in your title, your URL (the name of your website), and the description. To understand the three components of a Google search result, open a new window in your browser and conduct a search now. Note that in a single search entry, the title is in blue, the description of the site is in black, and the URL is in green.
So, put the phrase you want to rank well for in these three areas. It is actually that simple if the category/phrase you are looking to rank for isn't competitive.
However, what if the phrase you want to rank well for is extremely competitive? How do you achieve SEO for your site? If you need to rank in a competitive category, you need to make your site worthy of a high rank. Do this by posting content-rich information pertaining to your topic of interest, and be sure to include a consistent ratio of keyword phrases to content in the body of your information pieces. This ratio is known as keyword density. Right now the ideal keyword density is 2-6% of the content of your post.
You can attain this goal by having a blog attached to your website where you post great articles containing information relevant to your product, service or network marketing opportunity. Search engines like to see blogs; this factors into their website ranking algorithm as well.
It will also pay to do a little keyword research. The Google AdWords Keyword Tool is a great resource to accomplish this task. Plug in your keyword phrase or phrases, click search, and voila! A list of related keyword phrases is generated. By using this tool, you can find keywords that aren't as competitive but are still applicable to the topic of interest you want to rank high for in the search engines.
Another way to increase your rank through SEO is by linking your site to other quality sites of relevance to your topic. Once you link to them, you should then request that they link to you; however, your linking up to them should not be contingent upon them reciprocating and linking up to you. If they do not, remain linked to them, it is good business practice. The big search engines, e.g. Google, give higher rank to websites who have a lot of other websites linked to them, this indicates relevancy within the field of interest.
Advantages of SEO:
Some advantages of SEO include:
Cost-effective. SEO, if done on your own, costs little to no money at all.
High return on investment (ROI). Because of the low cost of SEO, once leads start converting to business builders or if they purchase a front end or affiliate product you are offering, your ROI skyrockets.
Targeted traffic. Because you are optimizing your website with keyword phrases that are specific to your product, service, or MLM business opportunity, the traffic you are generating arrived at your site because they are already interested in that topic.
Disadvantages of SEO:
SEO is a long-term strategy. It does not produce results overnight. It takes time to generate content-rich information on a website with the right amount of keyword phrases and for multiple websites to link up to your site.
Lack of control. You are subject to algorithm changes. The major search engine companies (Google, Yahoo, Bing) do it all the time. You followed all the rules, did your due diligence with keyword research, you used the right ratio, and all of a sudden Google decides keyword density is no longer 4.04%, it is 5.1%. Your high-ranking website on the first page of a search suddenly drops to page 3.
To use or not to use SEO:
As I mentioned with PPC, SEO is one of many marketing tools that should be utilized in a marketing campaign. A business, whether it is a traditional or a network marketing business, should never rely on just one method of advertising. Therefore, SEO is a useful part of a complete marketing system. The fact that it is a long-term strategy should not discourage you from using it, because ultimately you want long-term exposure and staying power. You can fund your network marketing business in the short-term with other marketing and sales strategies, including PPC and funded proposal marketing as two examples. As far as algorithm changes are concerned, as long as you stay on top of the trends as well as your own ranking, if you drop in page rank, based on the algorithm changes, you just need to make a few adjustments to your site to get it back up in the top 10. My final word on SEO? Use it, just don't make it your sole source of marketing.
by: Denise Martino
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