An entrepreneur or freelancer has two main strategies to tap into when marketing online. Search Engine Optimization (SEO), which attempts to rank your website on search engines “organically”, and Search Engine Marketing (SEM), which ranks your website in search results in exchange for money. Both strategies can be used to build a business successfully—but which one is right for you? A great way to market your business is to use search engines to help your customers find you online. You will need a sales-focused website (e.g., one aimed at creating contact rather than one aimed at assuring customers that you are who you say you are) if you use this strategy; otherwise, your efforts will likely be wasted. You have two ways to use search engines to help people find your website; search engine optimization (SEO) and search engine marketing (SEM). Search engine optimisation gambling SEO can be incredibly powerful, but it’s often too slow for a start-up who needs clients as soon as possible rather than in six months’ time.
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It’s cheap, but it’s not free—as your time is worth money, too. SEO can be very effective in the medium to long term. Search engine marketing (SEM), on the other hand, costs money but can deliver very rapid results. Your website must be optimized to make sales or at least drive a customer to get in touch so you can make a sale. Start-ups should approach SEM with care. Make sure you completely understand how much money you have exposed at any one time. Don’t get carried away with the lure of quick victories. Start slow, and evaluate your results. Keywords and keyphrases are the essence of search engine marketing (SEM) and search engine optimisation gambling SEO strategies. These are the words that people type into the Google (or Bing or whatever) search box to try and find information. If you decide to use search engines to market your business, you’ll need to determine useful keywords and keyphrases to do so.
Which Keyphrases should You Choose? The most useful of these keyphrases are known as long-tail keyphrases. These are highly specific phrases. So, for example, a short-tail keyphrase might be “Logo design”. Putting that into Google will get you an awful lot of hits. There’s a lot of competition for that phrase, and it’s not particularly useful for your business, either. There are no buying signals in the phrase – so many people will use this phrase to learn about logo design or to examine other aspects of logo design work. A long-tail keyphrase might be “Buy logo design in Atlanta, Georgia”—this gives a clear indication of a buying intent, and, better, it also gives a geographical location. If you’re based in Atlanta, Georgia, and you sell logos—if this phrase brings your website up in a search, then you’re going to be in with a chance of winning some business. Identifying useful keyphrases is challenging. The most commonly used method is to visit Google Adwords and to enter a keyphrase. You can also place speech marks— “ ”—around the phrase to see if you get a more specific set of results.
The speech marks ensure that the search engine looks for the exact phrase rather than similar phrases. E.g., Put “Buy logo design in Atlanta, Georgia” as opposed to Buy logo design in Atlanta, Georgia. There are also many keyword research tools (some free and some paid) that claim to take the effort out of this process. A popular gambling SEO tool for first timers is Traffic Travis, which can also analyse your competitors’ sites for their keyword optimization strategies and, as a bonus, it can deliver detailed analysis on their back-linking strategy, too. You can also use Moz.com’s incredibly useful keyword research tools – they’re the industry leader, but they come at a somewhat higher price. If you’re using SEM as a strategy, you’ll need to test and evaluate your keywords. A good rule of thumb is that for every 100 clicks you get, you’ll get between 3 and 10 enquiries. So, to conduct an efficient test, you’ll want to test around 1,000 clicks.
That means setting your budget for Adwords at 1,000 times the cost of the click. If you find that this is going to cost too much, you’ll need to find other keywords or a different marketing strategy. It’s very easy to go broke running an SEM campaign. A click can cost a few cents to a few dollars. A negative number means you’re losing money on the campaign. Choosing keywords and keyphrases is a science in itself. You might want to spend some time evaluating how to choose those keywords and keyphrases before committing to anything in terms of SEO and SEM. Search engine optimization (SEO) receives a lot of love from inexperienced marketers. It’s seen as “free marketing” in that you can handle your own gambling SEO work (as long as you follow some rules to do so), and thus all it requires is your time to make things happen.