Why is it that over 98% of the Internet marketers and E-commerce fails to take off within the 1st 2 years in business? One of the major factors is lack of traffic (or worst still not a single visitor to your website or blog).
Hundreds if not thousands of new websites and blogs are created and published daily. The Internet is no longer an environment whereby any hobby of yours can easily be converted into instant money pumping cash machine. If there is such a product or service (no doubt there are plenty of Internet ‘Gurus’ that preys on hopeful newbies) you know where I am coming from; it’s a bunch of BS.
|To establish any profitable online business in the Internet or to proceed with any e-commerce it is essential that you focus on website promotion so as to achieve better ranking for your sites on the search engine result pages.
If you drive a car you probably don’t need to understand the gritty details of how the car engine works. You do however need to know some basic stuffs such as how to check the the break oil, how to jump start the car battery or how to change the car tire just in case you run into emergency situation.
Likewise if you are a newbie to e-commerce, online business or Internet marketing, it is imperative that you understand the importance and fundamental of search engine optimization in relation to organic search traffic.
No doubt you can start to make money online without having to understand what organic search and SEO is all about (that is provided you follow a proven system ) however you stand to gain more in the long term if you acquire fundamental knowledge of website optimization.
Getting your web site display in the first page of the search engine result pages will help to generate visibility and public awareness of your site’s existence and subsequently generate more traffic, traffic that could lead to potential buyers of your services and products.
Sponsored Links Versus Organic Search Traffic
As shown above, the Goggle search for the keyword phrase “airline ticket” return the list of links associated with it. The organic search list is usually located on the column of the left side (indicated by the red bounded boundary) while the sponsored links (pay search traffic through Goggle AdWords) are located on the top and right side columns (indicated by the green bounded boundaries).
What is organic search? It can be described as the list of relevant web page links (URLs) return by the search engine through the mechanism of indexing of pages based upon keyword relevancy and content.The term SEO (Search Engine Optimization ) is always associated with organic search traffic.
SEO is a marketing technique that emphasize on increasing the number of hits to a specific website through search engines. SEO optimization involve utilizing tools and methods in making your site top ranking in the results of search engines.
The concept of search engine optimization is not as simple as it seems to be. In fact there are a number of things that are to be followed for having the search engine optimization done for a website.
Search engines are the largest source of web traffic and it will continue to be so in the years ahead. In this respect the SEO becomes the most crucial factor for any website and the fact is that this is the best means to get a website within the top ten ranking on the search engine result pages.
Organic search is also known as “natural search” or “free traffic” as it is supposed to be not influenced by commercial payments or bids and you don’t need to pay for services to get your page rank high in the SERP. Organic SEO gear towards making your website more popular through the use of targeted text which relates to what people are searching for.
This is in direct contrast to paid search traffic or sponsored links whereby the search result page ranking is based on keyword bidding to appear at the top such as those on using PPC Goggle AdWords. Paid advertising such PPC (pay per click), ezine ads and many others are quick way to get high page ranking.
So why should you bother with organic SEO instead since you can get instant traffic with paid search ads? Yes, you can get hordes of massive traffic directed to your website through paid ads, the problem though is that at any point of time other competing advertisers can easily outbid you for the same keywords. You have to constantly monitor your ads, do split testing and refine the keywords to improve click through rate (CTR) with paid search traffics.
If you are inexperienced and just getting started with online business my advice would be don’t spend money unnecessary on PPC and other paid search traffics. CPC (Cost per click) for popular keywords are getting increasing expensive and unless you have the necessary budget and you know what you are doing, otherwise be very careful with your budget on PPC.
So what are the organic search traffic steps you need to take to get your website rank as high as possible by the search engines? In a nutshell, page ranking = On page factors +
Off page factors.
Goggle computes page ranking based on several dozens of metrics such as the age of the domain, keywords, content, backlinks, off site and on site page factors. No one knows for sure what all the exact metrics are and neither do anyone knows the contribution of each metric and the ranking algorithm to page ranking. (with the exception of Goggle engineers of course!)
Goggle is known to review SEO algorithm from time to time. For instance, it was reported couple of months back that the loading time of the web page will be a new factor that determines page ranking. Some of the old metrics are removed and new ones added. SEO strategy is pretty much an art as much as it is science.
The key to getting good page ranking via organic SEO is 1) identifying key metrics, 2) identify the factors that impact the key metrics and 3) developing the means and strategy to improve your site ranking in the search engines.
What we do know is that there are 3 important key metrics which you need to optimize to improve your site page ranking. These are 1) content 2) keywords and 3) backlink.
You may have heard the saying that content is king. It is absolutely true and will continue to remain so regardless of changes to SEO algorithm. The main purpose of any website is to provide information that entertains or helps address people’s wants and needs. Always remember that the primary objective of Goggle is to provide quality and relevant information to search engine users.
As such content is very important. Your site will go nowhere without high quality, reliable content that is both relevant and useful to visitors. Good content will help to increase the number of incoming links (backlinks) as people book mark and link to your web page.
You should also take note that search engines do not reward sites that publish duplicate contents. Your site will not get penalized for duplicate contents but will not get any benefits in terms of page ranking either. Therefore as far as possible try to post unique articles on your website.
You can outsource content creation to others if you do not have the time or you are not good at it. You can make use of PLR (private label rights) materials and rewrite it to suit your web site niche topics. You can also make use of article spinning software to expedite rewriting of articles.
There are exception to the rules though in the sense that if people like the content in your web page even though it is a syndicated article from elsewhere and they link to your web page you will still get the benefit of incoming link juice that will work towards improving your web page ranking.
Search Engine is just a piece of software that comprises of what is known as spiders, crawlers or bots. Search engine send these bots/spiders/crawlers to scan web pages for keywords and other metrics so as to build up dictionaries of relevant links (URLs) . The information gathered and farmed in search engine cloud could then be used to expedite the returns of search engine result page that best match the phrase or topic that a user is searching for.
Search engine crawler use keywords that appears in the title, meta and other relevant tags as well as the content of web pages as index to the dictionaries/database. Some keywords are highly popular and is found in thousands perhaps millions of web pages. Goggle rewards website/web pages that has relevant keywords in the relevant tags that best match the phrase that users are searching for by ranking it higher in the search engine result page.
Search engine do not in fact actually understand the content of any web page since it is just a piece of software program. Much of the web page content analysis is influence by the on page factors.
Keywords in the various HTML tags such as the title, meta and other factors such as the keyword densities, domain name, age of domain, navigation layout of the website (site map), internal page links and many other on page metrics are used to compute the page ranking.
Now and then you might come across some black hat SEO techniques such as keyword stuffing and even special software bot that generates two sets of web page, one for human and the other one for the search engine only. No doubt such techniques can increase your on page ranking nevertheless it is definitely a short lived technique which search engine will catch up with sooner or later and lands you in deep trouble (your site might get blacklisted or ban).
You should spend time to do keyword research for each and every Internet marketing campaign of yours. Some keywords are extremely competitive and you will have tough time to compete if the number of competing pages is high ( greater than 100K hits) . If possible try to include long tail keywords. Keyword research is worth every effort and you should invest in keyword research tools if necessary.
One of the keyword research tools that I strongly recommend is Brad Callen’s Keyword Elite 2. It is truly an astounding software that provides immense power into your hand. This software simplifies and expedite keyword research and automate other time consuming tasks such as competition strength analysis , Adword and Adsense site search and analysis and many more. This keyword research tool is one of my best investment to date.
Goggle increase its ability to analyze and determine the popularity and quality of the web page content by considering the number of backlink/incoming links .The more backlinks you have, the more love you get from Google and other search engines.
Backlinks are the only proven way to get and keep high search engine results. Search engines such as Goggle in particular consider backlinks one of the most important metric that determines the quality score of your page ranking. Aim to get as many incoming links as possible from authoritative and high page ranking websites.
As illustrated (pink boxes), there are many ways to increase backlinks to your site. You can participate in forums, article marketing, commenting on blogs, sign up and promote your website via social book mark sites and social media web 2.0 networking sites such as Squidoo, Hubpages, Facebook, StumbleUpon and etc. If you enjoy writing then article marketing is one of the most effective means to promote your site link (through the author’s byline or the resource box).
High page ranking and authoritative article directories such as ezinearticles.com receive thousands of visits daily so you can expect your site traffic and incoming links to increase significantly if your content is good and attract readers.
Video marketing is also quite effective and you should post some video pertaining to your niche market on social web 2.0 sites such as tubemogul, youtube, flicker, facebook and etc. There are some additional work involves though such as video editing to include your website link during the video playback.
Facebook is really catching up fast and may overtake Goggle in terms of volume of traffic. If you are software developer then you have more choices and opportunities. You can develop facebook applications with your website address embedded and share it with others. One interesting facebook application is ‘TagK’. This application allows you to display all your social sites and blog links in your facebook profile.
Commenting on high page ranking blogs will also help to increase backlinks. You need to look for authoritative and high ranking blogs with no-follow tags and which has similar niche and topics as that of yours. Input constructive and engaging comments instead of the usual spam like comment such as ‘Great posting, please check out my website at….’.
You can save much time and expedite searching of high ranking blogs to comment using the free link building software called ‘Comment Kahuna‘. I have been using it for quite awhile and I must say it is quite an impressive software that helps to built targeted backlinks to my website. Do give it a try for after all, it is completely free.
You should be on your toes if someone tells you there is an instant automatic single push button solution that does not require any effort on your part to get your site rank in the top placement of the search engine result page.
Organic search traffic to your website takes time to build up and the main advantage of it over paid ads is that the traffic is more targeted and more likely to convert into buyers.
Apply at least two of the techniques discussed (for e.g. article marketing and blog commenting) diligently and you will see your web page ranking improve significantly for organic search traffic result in weeks instead of months. If you have the budget, why not integrate paid search traffic together with organic SEO to get to the top search placement?