Search engine optimization refers to the process of making online content visible to the search engines. That content may be a webpage, static images or even an entire website. A website and its content must be optimized to be indexed properly. It must be indexed to be returned in search results for visitors to explore. Even the best website in the entire world must be optimized for the search engines. If it isn’t, nobody will see it. Search engine optimization is, therefore, at the fundamental core of generating online revenue. There is much that goes into optimizing online content. When done properly, it can increase exposure exponentially. Coincidentally, cutting corners in this department virtually guarantees failure. One must utilize only morally dignified white hat tactics to gain the proper attention from the search engines. These same tactics will also help a site rank highly in the search results. Traffic earned in this manner is typically referred to as organic traffic because it has been earned and not purchased. This is the most valuable type of traffic for a website. It is crucial that your SEO professional is up to date on all algorithm updates and new releases. This is essential when optimizing your website content for exposure. A knowledgeable SEO professional will have a positive impact on your bottom line.

Search Engine Optimization

SEO/SEM


Search Engine Marketing

SEM is an acronym for search engine marketing. Search engine optimization is a type of search engine marketing. However, search engine marketing goes beyond just earning organic traffic. It encompasses a variety of methods that increase exposure for your content. For instance, search engine marketing includes paid search advertising such as pay per click, Google Adwords and other applications. Search engine marketing traffic is considered some of the most valuable internet traffic because it is a focused, targeted audience. Theoretically, people take to the internet to solve some type of problem. When a searcher clicks on a link or ad from the search results, there is a better chance of conversion. This convertible traffic offers a higher return on investment than other forms of marketing. Digital advertisers find this traffic much more valuable than other forms. Ultimately, one must still optimize their website and content to be successful in the digital marketplace. However, search engine optimization and paid search advertising are both forms of search engine marketing. These things make up about twenty-five to thirty percent of your internet marketing strategy. To be truly successful in the digital marketplace, you must still contend with mobile platforms and social media.

PPC


Pay Per Click

PPC is an acronym for Pay Per Click advertising and it is a part of search engine marketing. The term is sometimes used interchangeably with cost per click advertising. Theoretically, it is like buying traffic for your site rather than earning organic traffic. It is one of the most widely accepted practices in the digital marketplace because it often produces amazing results. Here is how it works. You bid on a keyword relevant to your niche. These bids range in price and are typically minimal. For instance, you may place a bid of $2 on the keyword ‘phone repair.’ It is possible for your ad to show up first in the search results. The outcome Depends on other bids in the same niche. You only pay when someone clicks through to your site from the search results. You may have a few clicks which don’t result in a sale. Then. you may get one click which results in a $250 sale. This type of return makes pay per click advertising extremely profitable. A successful pay per click campaign utilizes just the right keywords and valuable ads in well organized campaigns. Combining these two proponents with the right landing page for your visitors is a
great strategy. It typically prompts Google to charge less per click. These elements make a targeted and organized PPC campaign top priority.

Re-Targeting


Re-Targeting

Websites get a lot of visitors, but most don’t immediately convert. In fact, up to ninety-eight percent of traffic doesn’t convert on the first visit to a website. They need some persuasion and time to mull things over. These consumers are still in the fact-finding stage of the conversion process. Re-Targeting is a focused and highly successful way of capturing bounced traffic. It can also offer a high return on investment. Re-targeting works by way of code or pixel. This small piece of code, or pixel, is placed on your website inconspicuously. When visitors land on your site, the pixel drops a cookie which follows this visitor around the world wide web. It signals your retargeting provider, letting them know when to display your ads. This ensures they are only seen by visitors who have previously visited your site. It is also a great way to capture business from visitors who have previously been to your website. Many times, they have already considered making a purchase. Re-Targeting is highly lucrative because it keeps your brand front and center to the consumer. It gives you the opportunity to market specific products or services directly toward individual people. It also targets them at a time when you know they will see your ad.

Backlinking


Backlinking

Backlinks are inbound links that point directly at your website and they are crucial to search engine optimization. These links, however, must be from reputable quality sites. There was a time when only the quantity of backlinks was important for search engine optimization. The more links a website had pointing to it, the higher it would rank. Of course, unscrupulous characters began buying up low quality backlinks for ranking purposes and out rolled the Penguin update. The Penguin update changed the way low quality links impact a website. Now, the only backlinks which have a positive affect are the ones from credible and relevant sources. However, they affect your website traffic and rankings. This means if you run a fitness blog, then a backlink from an automobile website will do no good. Contrarily, a backlink from a top nutritionist or health site can have a very positive affect on your rankings. It will also send you plenty of targeted traffic. Valuable, high quality backlinks must be built or earned and there are a number of acceptable methods for doing this. They do, however, require effort rather than purchasing power. One may create awesome skyscraper content or guest blog. It can also be helpful to submit information to web directories and embark on a broken link building campaign.

Conversion Optimization


Conversion Optimization

This term is often used interchangeably with conversion rate optimization. Conversion optimization uses a system to increase the volume of completed calls to action. It basically refers to getting more people on a page to convert. That call to action may be signing up for a newsletter or making a purchase. This is typically completed using a systematic process which involves understanding exactly how visitors navigate through a particular website. It helps site owners to interpret exactly what actions visitors are taking. It can also show them why they may not be completing the call to action. Most often, ideas are generated for improving certain elements of the user experience. This generally leads to a higher conversion rate. Elemental testing and performance can be evaluated through A/B split testing or other
testing applications. Conversion optimization directly impacts customer acquisition costs. A higher conversion rate equals a lower customer acquisition cost. It not only increases the innate value of each individual visitor, but it also increases the revenue per visitor. This can make it easier to scale your business. Conversion optimization helps site owners increase their return on investment and further understand their target market. This leads to more intelligent marketing decisions in the future. It also gives visitors a better user experience increasing the likelihood of repeat purchases.

Analytics


Website Analytics

Website analytics is about collecting data and using it accordingly. Analytics is the discovery and interpretation of significant patterns in data. Website analytics involves using the data generated by your website to improve it for your visitors. It relies on the research of statistics and operations regarding behind the scenes information on your site. An effective analytics strategy will help a site owner take action that improves it. Analytics reveal all kinds of information about a website and its visitors. Analytics can tell you when you are on target to hit your campaign goals. They can tell you if you are using an effective marketing strategy. They can even show how concentrated your site’s web presence is. Properly reading your analytics will give you a better understanding of visitor behavior. This will tell you what users on your site really want to see. This valuable information will help you define the goals for your website. Whether you are customizing for user behavior or trying to instill a call to action, you need analytics. Without proper analytics, your site is dead in the water. Since user behavior constantly changes, it is important to review analytics regularly. When you see a sudden shift in visitor behavior, the analytics can often reveal why this has happened. It can also give clues as to whether this is a positive or negative response. Visitors may be responding to changes on the site or in the digital marketing environment.

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