A good website should have well-written, readable, easy-to-navigate pages that aren’t ‘ over loaded’ with keywords to attract ‘searches’ but written with the reader in mind. When selling the benefits need to be explained and your USP’s (unique selling points) for your product or service and most importantly explain what you would like your customer/visitor to do next. Back to Search Engine Marketing – you’ve identified the customers you want to target, you’ve got a ‘search engine friendly’ website and your ‘content’ is written for your visitor – how do you increase new and return ‘traffic’ to your website? There are two distinct ways of doing this: 1. ‘Organic’ search whereby potential customers find your website in the Search Engine Results Pages without you having to spend a cent on advertising. Organic or ‘natural’ search results are listings on search engine results pages that appear because of their relevance and ‘match’ to the search terms used. It is accepted that users click (organic) search results more often than adverts (72%) but it is also accepted that most people rarely venture further than the first page of search results making it imperative that your business is as far up the ‘rankings’ as possible and preferably in the first 10 spots 2. Using Google adwords. The simplest method to understand, but not necessarily the simplest to implement is the advertising or PPC (Pay per Click) approach. With Pay-Per-Click advertising – you only pay when a potential customer clicks on your advert. The price that you pay per ‘click’ is based on the popularity of the key words that you select and ‘purchase’. Although it is possible to manage your own PPC campaigns it is often more cost-effective to use an Internet Marketing Company that specialises in ‘paid search’ advertising to manage your campaigns and undertake to follow a ‘test and learn’ approach or ongoing split testing. Leading search engines, such as Google and Yahoo!, use web crawlers (also known as ‘bots’ or ‘spiders’) to find pages based on search results. Assuming you have applied ‘search engine essential’ to make your site ‘search engine friendly’ and that you have a critical mass of back links (Linking Strategy)from other relevant websites then you need to concentrate on content marketing. Content can be text, images or video but it needs to be relevant and engaging and it needs to be regularly updated. Don’t stress – you probably have a lot of this content already ‘in-house’ and it just needs to be re-written and edited for the web. Content can consist of existing sales brochures, press releases and short articles by in-house experts, video, whitepapers or presentations used at conferences or trade-shows. The importance of...