Search Engines typically produce over 50% of a site’s annual visits. If the bulk of your website’s traffic is direct, you’re missing out on a lot of exposure that should be yours.  Two well-proven methods for boosting your search profile are by utilizing search engine optimization and  pay per click (PPC). Both entail creating unique strategies to achieve traffic maximization. Although maximizing traffic is the goal, it is important to focus on driving your target audience; generally defined as qualified traffic. Creating unique content and link building are two common search engine optimization strategies used to increase qualified traffic.

Unique Content
Creating unique content is effective when geared towards search terms that your site adequately ranks for, or when targeting a narrow content market. With established trust from the search engines, unique content can be easily leveraged.

Creating unique content:

• Follow the SEO basics and write keyword-rich content that will position your site to capture narrowly targeted keywords.
• Stay persistent; continue to focus on narrow keyword markets to build relevance.
• To help add influence to new content, review old content and link relevant text to your new content.

Link Building
Commonly considered a marketing approach, link building can be influential when focusing on link bait. Link bait is creating content which users will want to link to.  Although similar to creating new content, the idea is to strive towards creating content that is both interesting and useful to your potential users.

When attempting to acquire/build links, remember the following:

• Content that accrues links not only builds PageRank, but it also provides additional content to be indexed for.
• The source of the link plays an essential role in building your search profile. Links from relevant, quality sources are very influential.
• Remember reciprocity. If you have a relationship with another website, ask them to place a link on an appropriate part of their website.

Pay Per Click
PPC can be used in countless ways to drive traffic. If you’re running a promotion or a limited time service, PPC can immediately start driving qualified web traffic.  Adding PPC to your advertising arsenal can give you another effective weapon in the ongoing battle for users’ eyeballs.

The Advantage of PPC:

• PPC is immediate, unlike SEO which takes time to establish.
• While print, radio, and television ads have their place, they are all highly constrained in the amount of information you can effectively communicate. With PPC, you can link to a webpage to fully communicate your unique message.
• Creating a stand-alone page to deliver unique content will return low cost per click rates, as well as provide a landing page that is highly relative to the users search query.

“Just google it” didn’t exist 10 years ago. In today’s vernacular it’s an answer finder, problem solver, one-stop shop for reliable, fast information. Does your website return for the informational search queries you would want it to return for? Is your site’s position improving or declining? As more people turn to search engines for information, now is the time to develop a search engine strategy.

Related posts:

1. Search Engine Registration & Optimization
2. Pay-Per-Click Management Campaign
3. Making the Right Connections on the Web

The Emmys are just around the corner reminding us of the importance of excellent performance. Receive accolades for your website’s performance and get on the “best-dressed” list through eye-catching graphics and a client-focused website design. Post your website and see if it could be included among the best-dressed. Competition is fierce in the www world; what will you do to stand out among the rest?

Award Worthy Transformations:
1. Milwaukee Public Television
Before:mptv.org
After:mptv.org

2. Calf-Tel by Hampel Corp.
Before:calftel.com
After:calftel.com

3. Milwaukee Teacher Education Center
Before:mteconline.org
After:mteconline.org

Create a riveting performance during the first take
Creating a pay-per-click campaign allows you to create e-commerce opportunities with increased potential for revenue. Pay-Per-Click campaigns will:
• Offer the ability to create multiple pay per click keywords that will enable your products to appear as different ads depending on the search entry
• Utilize your advertising budget by providing relevant opportunities instead of blowing blockbuster-sized budgets on print campaigns
• Drive specific traffic to your site while enhancing your web presence

Dazzle in your new web designed duds and delight with your RSS effects
If your information is outdated, it will not attract the traffic to create the revenues you desire. Search engines often overlook outdated information; therefore, your site can easily go unnoticed. A new web design will create the ‘special effects’ needed to accomplish award-winning results. A redesign could include:
• Adding video capabilities, podcasts, and RSS feeds to produce current information that provides both resources and education
• Incorporating innovative graphics that will provide a sense of creativity and relevance
• Using Facebook and Twitter components to provide viral opportunities that will reach new clients and build your brand

Don’t leave your audience feelings as though they just watched a big budget flop. Create a website worthy of the highest awards.

Related posts:

1. Starkmedia and Milwaukee Public Television Make History

Pay-per-click search engines are a highly effective way to attract
inexpensive, targeted traffic to your web site.

October 15, 2005

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