Having a site is not enough to be successful with your own online activity. To reach more customers and start selling a product or service, in fact, it is essential to adopt a precise strategy of promotion on the web.
The question therefore arises: what is the strategy to follow to allow potential customers to find my business on the internet?
Positioning of your site on search engines
When you search for something on the internet, a service, an address, information in general, you use a word or a series of words. If you offer a particular service that interests one user rather than another, your business will likely show up in the search results list. Probably because it all depends on how your site ranks on Google or Bing, to name two of the most used search engines on the web.
To promote your site or business and make it appear higher than that of your direct competitors for certain search keywords (keywords), it is essential optimize it for search engines; in other words, boost SEO (search engine optimization).
The fundamental starting point is to rely on an experienced professional, a SEO consultant that can do a specific and thorough check of your site, in technical terms a SEO analysis. It is a question of verifying a whole series of performance of the web pages of a site to understand what are the errors that prevent correct positioning on search engines. It is a very long and complex practice, if you are interested in learning more about: how to do an SEO analysis. Basically, however, it is a whole series of checks that allow you to check, among others and said very simplistically:
- speed of loading a web page
- optimization of a site for mobile devices
- keyword positioning
- SEO optimization on and off page
- performance of competitors
How does your site perform, what are the errors and its strengths or weaknesses compared to direct competitors, therefore, it says so a professional SEO analysis, which allows you to correct your shot and refine your strategy to improve your positioning on search engines.
That’s enough? Ni. Much depends on the quality of the presence of its competitors direct on the web. If they are particularly ferocious and adopt the same strategies, it is also necessary to rely, secondarily, on SEM (Search engine marketing). What’s it about? In finding the best “battle plan” to place their paid content (ads) on search engines.
When to use SEM
After having corrected all the errors of your site, that is, when the umpteenth SEO analysis gives you a perfect picture of your web portal, then you can start a campaign SEM. The mechanism is similar to that of SEO, the difference is that the freelancer or the company invests money to buy space. On search engines, it is essential to optimize your ads in order to position them above those of your competitors.
A first point in favor is certainly the fact that not everyone has the possibility or the desire to invest money in advertising promotion, and only rely on SEO; others find it more efficient for their business – sometimes making a mistake, sometimes rightly – investing in traditional advertising, the one that goes beyond the web.
Posting an ad, of course, has a cost and most of the search engines adopt an “auction” system, in which the different users, the interested companies, compete for the price of different keywords related to their business.
Depending on your business, then, it is essential to understand which type of paid display content can be more effective in making your business attractive. This is how the user can decide to take advantage of ads text only, Images, with video content or also interactive e multimedia. Also in this case, relying on a competent professional is the best solution in order not to waste money unnecessarily, that is, without having an actual feedback.
Source: RSS DiariodelWeb.it Innovazione by www.diariodelweb.it.
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