subject: Other benefits if search engine marketing [print this page] Other benefits if search engine marketing
Some often look at the keywords they have paid for without fully recognising what other more residual benefits they are receiving.
When a site gets properly optimized, (SEO) it is being transformed into a thought-out navigational pattern to information. This is the same pattern a search engine spider looks for. Don't forget, the easier you make it for a spider to index your site, the better your chances are for getting your site a higher placement in the search engine results page.
If a site has relevant content it will get ranked however having a well validated site, one that is W3C compliant also makes a large difference so you should be looking at having a vaildated and well constructed site also.
Proper naming of page titles, file names and placement of content make the site all the more relevant to the spider and should not be overlooked. Although Google places less value on Meta Tags, they are still used as part of the algorithm, and should not be overlooked.
After the site has coded properly, the game then goes up to the next level. Search Engine Marketing is used to drive traffic to the site through various means. Press releases, articles, blogs, RSS/XML feeds, Directory Submissions and User Groups all can bring targeted traffic to a site.
Here is where the collateral benefits of SEM begin to appear. Let's say that you have been doing a series of press releases where once a week, you talk about a new color of widget. In each press release you also list the other colors of widgets that you have for sale. Even after only the first release gets sent, you've already created a valuable In-Bound Link to your site for your Red Widget, but since you included the other colors of the widgets as well, they all pick up IBL's as well.
An even greater demonstration of a collateral benefit is ranking for keywords and phrases that you aren't targeting. Keeping to our widget example, if your site copy talks about the different uses of widgets, the available colors that they come in and the best way to preserve your widget, you've just created a multitude of various phrases that your site can get ranked on.
Example site copy:
We sell the highest-quality widget available. Our color selection ranges from red to purple, black to white and can be used in your home or for industrial needs. The widget is the most versatile tool on the market. Pick one up today!
From this one paragraph, here are the possible phrases your site could get ranked on:
high quality widget
red widget
purple widget
black widget
white widget
home widget
industrial widget
widget tool
widget
This is only a tiny sampling of the potential your site has. Remember, each page gets ranked on it's own, so that's why it is so important to make sure every page you have on your site is optimized.
Even your contact/about page is critical because if you have a brick-and-mortar business, by listing your street address, you help the search engines geo target your site. Most search engines are already trying to focus your search results regionally. While it's not a major factor yet, it is something to be aware of.
In conclusion, the next time you start checking Google to see where your site ranks for it's keyword phrases, don't forget about all of the hidden keywords/phrases that are embedded in your site's copy. You would be surprised at how many of those forgotten about terms end up at the top of the pile....
A high quality internet Marketing firm should be aware of these benefits and be looking to take advantage of any opportunity that they can use to promote your site.
