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Having an effective web site that also achieves high listings within the search engines isn't hard to accomplish, but it can be difficult to know where to begin.
Search engines send relevant visitors to your web site and when those visitors are presented with an effective web site, they do business with you. Both search engines and visitors should be an important factor when you sit down and plan the design and structure of your web site. Your web site should be convincing both to your target visitors, and the search engines. You should treat search engines as your visitors too because if you optimise for your visitors, you automatically optimise for the search engines. Once you follow the steps contained within this Ebook, you'll find that you create a web site optimised both for the search engines and your potential customers.
Many search engine marketers don't understand how important design and information structure are to search engine marketing (SEM). Equally, many web site designers will remember to add a few links and include some keywords and think they’ve put together a fully optimised web site that will gain top 10 positions in every search engine. There is a little bit more to it than that!
Effective search engine optimisation (SEO) campaigns require effective site design. Keywords are of no use if search engines and site visitors don't have easy access to them or the site is badly designed and the information the customer seeks is too hard to find. Maybe sticking a key phrase here and squeezing a link in there, can make a page more attractive to the search engines, but it can ruin a site's design, information structure and branding, confusing the visitor and potentially losing a new customer.
Never forget that the end users of your web site are your customers and not the search engines. For the information you are presenting to be acceptable and attractive to the end user, design matters.
So Why Optimise?
Getting your site listed in the search engines and directories should be your first priority when you start promoting your web site. Even at design stage it should be in the forefront of your mind as the overall design and structure of your web site can have far reaching effects. Although it is not the most instant form of advertising on the Internet, once optimised for top search engine positions, your web site will attract free, highly targeted potential customers with little further effort or ongoing costs.
It can take several weeks or more for the search engines to index your web site after you have submitted it, so make sure that your pages are fully optimised before submission and then be prepared to be patient. Mid to long term, top positions will drive high levels of customers to your web site and will be well worth the wait.
In the meantime, if you require more instant results, it may be worth investing in a short term Pay Per Click campaign until your “organic” listings begin to generate substantial traffic. To manage your Pay Per Click campaign in-house, download our detailed guide on “Maximising Your Pay Per Click Campaign” here:
http://www.enable-uk.co.uk/html/promo_ebooks.html or for details of fully managed Pay Per click campaign services, click here: http://www.enable-uk.co.uk/html/pay_per_click.html.
What is an Effective Web Site?
An effective web site is user friendly, search engine friendly, and persuasive enough to convert browsers into customers. In other words, search engine friendliness is an essential component of site design but site visitors should also be able to browse your site and easily find what they're searching for. In an ideal situation, visitors that have arrived from a search engine would go directly to the page that contains the information they need.
Optimisation is not only a search engine marketing process. It's also a design and usability process.
In this Ebook we will cover:
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“Interactive Content - Blogs, Forums and Feedback”
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