|
By Sampson Tan
 ,
Sampson Tan has a Engineering (Hons) Degree majoring in Computer Engineering.
He has more than 15 years of IT experiences including area of Internet Marketing.
Email: sampson_tan@allianzclick.com |
Senior SEM Consultant , AllianzClick.com
Search Engine Marketing Tips
Implementing a Search Engine Campaign is not just simply write an advertisement, put in a few keywords, bid for the price and hope for the best. To have a successful campaign, you need to take note of what are the things you need to do and what are the things you should not do. Below are some of the pointers you can take note of when running a marketing campaign:
1. Your Domain
Do not change your domain name frequently or unnecessarily. Search engines take into account how long your website has been around. A website which has been around for some time is perceived to be a more stable one than a recently launched one. You may redirect the old domain to the new one, but that is a waste of money. If you need to use a new domain name, it may take a few weeks to a few months for traffic to pick up.
2. Know your Target Audience
You need to know who you are targeting, and their likely behaviors. Your website should be optimized for your target audience and cater for their needs. If you are not sure of your target audience, go to the internet, visit other sites, blogs, forums, etc, to listen and find out what they are discussing. The information will help you on your landing page selection, keyword research and copywriting.
3. Keyword Research
Do your keyword research extensively. There are many tools in the internet which you can use, including the free Google Keyword Tool. Select different keyword list for different page. Do not use too many general or single word keyword. These keywords may generate a lot of untargeted clicks. Make use of negative keyword to reduce irrelevant search.
4. Site Architecture & Navigation
Your research may uncover how your targeted audience looks for your products or services. You may need to redesign your website to provide a smooth navigational flow for them. So that they can easily find what they are looking for. If they need to spend a lot of time and efforts going round your website, they will get frustrated and leave for other sites.
5. Search Engine Friendly Site
The search engines can only read texts. They cannot fill forms, cannot read JavaScript links and menus, cannot interpret images and flash & have problems with frames. This does not mean that you cannot have any of these on your website. You can still use some of these features, but make sure there are enough HTML contents and links for search engine visibility. Basically you need to have “words” for the search engines to “crawl”.
In Part 2, I will continue to give you more pointers for running a marketing campaign.
|
