Targeted Search Engine Marketing for Web Developers
What is Targeted Search Engine Marketing?Targeted Search Engine Marketing is essentially marketing or targeting your site to a narrow, specific audience, and doing so using search engines themselves. So what are some ways you can utilize vertical marketing, i.e. targeted advertising for search engines? Well, let's be more specific--for Google, after all, it is by far the most important search engine to be listed on (although these techniques will also be effective with other search engines such as Yahoo, etc.).
Using Google Analytics to Increase Keyword AwarenessIf you don't already have a Google Analytics (GA) account, you need to sign up for one asap. We have a great article called Getting Started with Google Analytics that will help you get your site up and running with GA.
Without turning this article into a Search Engine Optimization (SEO) tutorial (which we have many of), you need to make sure that the words you are targeting for Google are actually being used by your site's visitors to find your site. GA enables you to verify which keywords are being used by people coming to your site via the search engines. For instance, visitors coming to HTMLGoodies are using the following top 10 keywords to get to our site:
- html goodies
- html link
- html basics
- html text color
Can Google AdWords Enhance My Site's Visibility?Another tool, Google AdWords, can be used to effectively bring visitors (i.e. customers) to your website. Here's how AdWords works:
- You create the ads and choose keywords--words or phrases that are related to your business/website
- Your ads appear on Google's search results - when people search on Google using one of your keywords, your ads appear next to the search results
What you can learn from this is that if you are trying to attract people who are looking for glow-in-the-dark polo shirts, you don't want to be using keywords/adwords such as "shirts"--even using "polo shirts" brings up 1,830,000 searches within a month. "Mens polo shirts" narrows it down to 74,000 searches. You get the picture.
Social Networking and SEOUnless you just crawled out from a hole where you've been hiding for the last five years, you know about social networking sites such as Facebook, MySpace, LinkedIn, Twitter, etc. Social networking isn't just for kids anymore--in fact, search engines are actively using "real time" content from social networking sites within their search results listings. In fact, social networking results are often closer to the top of the results than other listings, as they are often more current.
Just How Effective Can Targeted Search Engine Marketing Be?While all the tips mentioned above can be effective, don't expect to see overnight results. It takes time to see results, but again, by using Google Analytics, you can gauge the effectiveness of your efforts. Make adjustments, stay on top of the game, keep your social networking sites current, and you will see your efforts pay off! For more details about using Google's tools for web developers, check out our SEO Class for Web Developers: Google's Search Engine Optimization Tools.
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