In this day and age, if you’re not marketing your business online, you’re not marketing your business. And for many businesses, online marketing revolves heavily around search engines.
Search is a nearly universal online activity. According to the Pew Internet & American Life Project, 92 percent of U.S. adults that use the Internet also use search engines.
There are numerous studies that show the importance of searching to the consumer buying process. One that we recently reported on Search Engine Land showed that 58 percent of consumers begin the buying process with search, compared to 24 percent starting on company websites and 18 percent beginning with social media.
There are essentially two ways to grow your business through search engine marketing: SEO (search engine optimization) and PPC (pay-per-click advertising).
SEO revolves around developing your website so it can be more visible in the natural/organic results on Google, Bing and other search engines. PPC revolves around an auction system that displays ads based on bid amounts, keywords sponsored and numerous other factors.
Both can be powerful ways to market and grow your business through search engines; some companies use both SEO and PPC, while others market primarily through just one.
This “crash course” offers a look at various aspects of SEO and PPC, ranging from basic concepts to more advanced strategies and tactics. The reading list below should prove valuable whether you’re new to search engine marketing or looking to expand what you already know. You can also test your knowledge in the OPEN Forum Crash Course on using Search Engine Marketing.
What is SEO?
If you’re new to SEO, begin with these articles that explore basic terms and concepts.
– The Basics Of Search Engine Marketing
– SEO For Beginners
– MSNBC’s Your Business: SEO
– 3 Ways To Make Your Online Marketing More Targeted
Crawlability
Search engines can’t rank and display pages that they can’t first crawl and index. Make sure you’re not putting up barriers that prevent spiders from accessing all of your content and showing it to searchers.
– 8 Ways To Ensure Search Engines Can Crawl Your Website
– Simple Linking Strategies For Better SEO
Keyword research
You have to know what words and phrases potential customers use when they’re using Google, Bing or other search engines to find your products and/or services. Keyword research helps you optimize your website for the right words.
– Does Your Website Speak The Same Language As Your Customer?
– 8 Places To Use Your Keywords
Content
Content is the centerpiece of a successful SEO effort. Search engines want to show links to great content when people search. Humans want great content to get their questions or needs answered. If you want to rank on page one, ask yourself: Is my content really one of the 10 best pages on the Internet about this topic?
– Killer Content Strategies And Tactics
– 6 Ways To Improve Your Company’s Online Content
– 5 Ways To Beat The Content Drum
– “Mommy, Where Does Content Come From?” 11 Easy Ways To Create Great Stuff
Tools
Using the right tools can help you gain an edge on the competition. But remember that tools are not a replacement for your own knowledge and decision-making.
– 6 Ways To Measure Your Audience Using Analytics Tools
– 10 Free Tools That Can Help Your Site Rank Above The Rest
– Website A/B Testing Tool Roundup
Local search
If your business targets customers in a certain area, your website and online marketing needs to do the same. Smart local online marketing can be a big business boost.
– Getting Your Website Ready For Local Traffic
– 5 Step Process For Dominating Your Local Search Landscape
– 5 Tips For Making The Most of Google Places
– 8 Effective Strategies For Mobile Marketing
Search engine marketing/pay-per-click advertising
In addition to SEO, pay-per-click advertising (PPC) can be an effective way to gain exposure on search engines. In a nutshell, this typically involves writing short text ads and then bidding to have your ad(s) appear when searchers use certain keywords. Advertisers only pay when someone clicks on their ad—thus the name pay-per-click advertising.
– How To Get The Most Out Of Google AdWords
– The Magic Of AdWords
– 5 Steps To A Landing Page That Converts Like Crazy
– The Power Of Retargeting
– Facebook Ads: A Guide To Targeting and Reporting
– 5 Search Engine Marketing Trends That Impact Your Business
Social media
You might be thinking, Wait! Social media isn’t SEO—they’re totally different! That’s partially true, but did you know that both Google and Bing have confirmed that they use social signals as part of their ranking algorithms? It’s true. And social media is also a great way to build links and visibility.
– 5 Tips For Tracking The Conversation Around Your Brand
– 10 Superb Ways For A Small Business To Friend Facebook
– 7 Ways To Optimize Your Facebook Feed
– How To Use Twitter For Business: An OPEN Forum Guide
– Search Marketing, Twitter-Style!