Not every search engine result is the same; just as every website visitor is not the same. When it comes to successfully marketing your website and garnering more website traffic – website traffic that will increase your visibility and profitability – there is a difference between what is known as organic search engine results and pay-per-click listings.
Pay-per-click listings refer to search engine listings that are purchased, allowing users to gain the most targeted audience attention as possible. The purchase of a link does not take place upfront however; rather the advertiser pays each time a search engine user clicks on their link. The process begins by the advertiser – in this case, a website – determining which keywords users are likely to use to search out their particular goods and services. They then place a bid for these keywords with the search engine(s) that they choose. If a user plugs those keywords into the search engine, a link to that particular website will appear in the sponsored link column. If the user decided to click on that particular link, the website then pays the search engine up to fifty cents per click. Many site owners who are interested in generating more website traffic elect to do pay-per-click.
Organic search engine results are very different from per-per-click. Organic listings are those results that happen naturally based on the criteria that the user enters into a search engine. Listings are not purchased; the only results that count as organic are those that the search engines deliver as a matter of course – based on their own ranking criteria. Organic search engine results are ranked according to relevance; but there are ways in which websites can increase their rankings on search engines.
First and foremost, websites can include relevant and continually updated content on their sites, increasing the value for their visitors and raising their visibility with online search engines. Users who are in search of your type of goods and services will search online using particular keywords and keyword phrases. Ideally, the search engine will then find keyword and keyword phrases within your site’s content and deliver your website address as part of their relevant findings. Including such content is enormously helpful when it comes to generating more website traffic.
Additionally, link reciprocity helps generate more website traffic by increasing a site’s search engine rankings. Many websites will contain links to other relevant sites; such links act as endorsements, increasing your website’s search engine rankings and ultimately generating more website traffic.
A successful business understands that marketing their goods and services is just as important has having high-quality good and services. A comprehensive marketing campaign is absolutely necessary in order to promote what you have to offer and attract an appropriate audience. Such measures are just as important when it comes to promoting online businesses; and what an advertising agency is to a traditional business, a website optimization firm is to a website in this capacity.
A website optimization firm can be instrumental in promoting your particular website and will generally work on a number of levels. First and foremost, a website optimization firm will assist you in creating the very best configuration for your site – combining form and function to create the most efficient and enjoyable user experience.
But beyond these aesthetics, the content of your website is what will matter most when it comes to promoting your site. Relevant content – in the form of articles and blogging – will add value to your site, over and above the goods and services that you are offering. Further, content that is refreshed on a regular basis will help capture a regular audience, as well as triggering the attention of the online search engines. So when online search engine users enter criteria for a search that is relevant to the goods and services that you offer, ideally the keywords that they use will match the keywords in your online content. Like word of mouth, online content creates a buzz and the buzz perpetuates self-promotion. A website optimization firm can create and update online content so as to keep your site as fresh as possible and in the best possible position for positive promotion.
Further, website promotion is at its finest when it comes to link reciprocity. We’ve all been on websites where we see relevant links to other websites. This is link reciprocity and such links act as virtual endorsements for quality websites. The more links that a website shares with other sites, the higher their search engine rankings and the more website promotion that they will ultimately receive. A website optimization firm can professionally handle link reciprocity negotiations, aligning your website with other high-quality and reputable sites.
Today’s businesses rely heavily on their online presence to help sell what they have to offer –be it products, services, or information. As our dependence on the Internet grows, so does our reliance on having everything that we need at our fingertips. Companies who do not keep pace with this demand by making it as easy as possible for customers to find them and get what they need, fall prey to losing an important piece of their audience. The fact is that an effective online presence keeps your business competitive and viable; underestimating the power of the Internet can be a mistake.
Part of the responsibility of creating a website is ensuring that your target audience is able to find you; the best website in the world means very little if it can’t be found. Such is the reason that savvy website owners commit just as many resources to operating and marketing their website as they do to its initial design. While it is imperative that a website combine form and function in a cohesive design, it is just as important that the site be marketed appropriately. One of the best ways in which to realize a website’s full marketing potential is through the use of search engine page rankings. And an effective way of achieving satisfactory – if not stellar – page rankings is with the assistance of a website optimization firm.
Online search engines allow us to navigate the sometimes complex waters of the Internet; without their services we would be hard pressed to know exactly where to look when seeking particular goods and services. Search engines take our search criteria and provide us with a ranked list of results that best match our needs. The websites are ranked in a particular order as calculated by the criteria set forth by the engine. But there are several elements that add heavily to page rankings, and making the most of these elements is where a website optimization firm can be most helpful.
Most often, search engines rank websites based on two specific elements – link reciprocity and content. Link reciprocity refers to the exchange of website links between like-minded, relevant sites. Such links count as an endorsement and page ranking increase exponentially. A website optimization firm becomes useful in this capacity as establishing link reciprocity takes time and negotiation – a process best left to the professionals.
Online content that is relevant to the goods and services that your website offers, allows you to stay fresh and competitive. Offering ever-changing content that is both informative and entertaining can be a way to keep your audience returning to your site, while attracting new users, thus increasing your traffic and search engine rankings. A website optimization firm can be useful in this respect with assisting you in generating continually updated online content, increasing your ranking and adding value to your site.
Anyone who has launched a website understands the challenges inherent in maintaining a successful online presence. What begins with a website design constructed to offer users the utmost in form and function, quickly turns into the marketing challenge of attracting the appropriate audience to the site. Clearly, with or without a great design, if a website does not attract its target audience, then the chances of long term success are not likely. But beyond just getting people to visit your site, successful marketing is dependent upon audience retention – keeping those users who have visited coming back again and again. Those users who cross over from one-time click on your site to a habitual visitor represent the website’s conversion ratio; achieving a high conversion ratio is ultimately the goal of any website. So significant is this element in website success that many site owners choose to engage the services of a website optimization firm that can put tools in place to help.
Attracting an audience is very different from retaining an audience. In order to attract an audience, it is important to be high on the online search engine rankings so as to have the best chance possible of being found by those users who are already in the market for your type of goods and services. Visitors, once they find your website, should be met with a clean, attractive, and user-friendly site that catches their eye and quickly gives them what they need. Think of this initial visit as a first date; you usually know in the first couple of minutes if the date is going to go well or not.
But, as we all know, a great first date is not always indicative of a great long-term relationship. Visitors may have enjoyed their short time on your site, but are they willing to commit? Retaining this vital audience should be the goal. A website optimization firm will understand the qualities users look for in a website – continually updated information, added value, entertaining blogs, and ease of use. Because in a great relationship, we want to know that our partner is paying attention and changing it up to keep things interesting; if you get lazy things fall apart. A website optimization firm will implement and monitor these elements on your site by uploading fresh content, making relevant design changes, using graphics and photography, and suggesting entertaining pieces that can add interest to your site…and drawing your audience back for more.
Anyone who launches a website certainly has a variety of expectations for its success. But what becomes clear almost immediately is that the process never ends. A truly successful website – one that yields financial gain and a loyal user following – requires a hands-on approach – from the initial design and launch to each day thereafter. Those who understand how significant each nuance of online operation can be to their ultimate success rely heavily on website professionals who understand how to best serve their clients and elevate their website to its most proficient state.
A website optimization firm is part of this group of professionals and often – if you are lucky – offers a comprehensive list of services not simply relegated to search engine optimization. In fact, a truly reputable website optimization firm understands there are many pieces to the puzzle of online success. From such companies you can expect a stable of skilled professionals who are experts in their prospective fields – from web design and hosting to programming and comprehensive SEO.
It doesn’t take much to realize that employing the services of a website optimization firm that offers this wide range of programs gives your website the very best advantage in an uber-competitive online world. By dealing with one company who is able to craft your site from the beginning and manage it accordingly, you are taking advantage of a continuum of service that will afford your website the consistency that will keep it viable in an ever-changing marketplace.
So what can you expect from engaging the services of a website optimization firm? First and foremost, you should expect seamless account service; if you are engaging a full range of services from one company you can reasonably expect an account team that is well versed in the particulars of your website. When it comes to search engine optimization, a website optimization firm will offer you a range of services designed to effectively market your site. Successful results will be demonstrated in increased traffic to your site and higher rankings on online search engines. Most importantly, a reputable website optimization firm will gladly – and proudly – reveal specific evidence of the results they have received for you – as well as their other clients. Look for a solid track record and you will undoubtedly find the website optimization firm likely to bring you results.