How to Strategize for Search Engine Marketing

Search engine marketing (SEM) is not rocket science

. The methods and techniques used for optimization are very simple, but they offer effective results. The crux of SEM lies in making the internet a better place for web users. Search engines attach huge value to user experience on a website, based on which search rankings are determined.

Search Engine Marketing: Technical Strategies

At a technical level, SEM involves optimization of website coding according to the crawlers' scanning behavior. One of the most important tools is to create a site map for navigational ease. In a normal situation, the crawler may not go to every section of the website, particularly to those sections that do not have direct navigation from the Home Page. With a site map, the crawler can scan through the entire structure in a simplified manner. Thus, a larger number of web pages get registered.

Optimize the URL of the web page for relevant keywords. Adding meta title and meta description tag also helps. It is the information that gets displayed in the search results. Thus, they must contain the most important keywords. Also add an Alt tag for images, since this enhances search ranking.

Improving the download time for the website also helps in increasing search engine rankings. Flash and search engine optimization are like oil and water. So avoid flash-based websites if you want to achieve high search rankings.

Search Engine Marketing: Content Strategies

For effective search engine marketing, optimize the website content. The optimization process revolves around best usage of relevant keywords. According to the conventional keyword optimization practice, it should appear in the headline, sub-headlines and the first line of every paragraph. However, there are no industry standards for the optimization process. The fundamental strategy is to use relevant keywords prominently at appropriate places to convey information to the user effectively.

Search Engine Marketing: Link Building Strategies

Link building strategies for SEM are the most complex and time-consuming processes. Inbound linking refers to the number of external web pages that provide a link to your website. Outbound link refers to the number of external website links included in your website. Of late, search engines have begun to attach very high importance to the number of external links. Quality external links can make a huge difference to your search rankings.

How to Strategize for Search Engine Marketing

By: Dick Willson

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