Ten SEM and SEO Tips from the Pros

Whether you are a large company or a one-person home biz, whether you are optimizing your web site for performance in the traditional free or “organic” search engine listings or are purchasing pay-per-click ads, sponsored listings, or paid listings, the MOST crucial element to successful search engine marketing is keyword targeting. The Internet is no place for verbosity. People are in a hurry — they want to find what they seek quickly and easily with the least hassle possible. You can help them in this quest by ensuring that your site copy uses simple language, easy to grasp concepts, and logical keywords that they are likely to look for.

Your Web site, each and every page, must be in the Google index. To check this you can type into the Google search box allinurl and it will bring back all the pages of your Web site that are included in the index. If all
your pages are not in the index, then that is the most crucial part to work on.If you are in the Google index, then you need to make sure that each one of your pages is targeting a unique and meaningful keyword.The following comment from Scott Buresh shows a deep understanding of how SEM should fit into a company’s overall marketing effort.

The most crucial aspect of SEO or SEM is almost certainly recognition of the value of the channel and a commitment to using it to further your business objectives. It isn’t a good idea to pursue an SEO or SEM campaign simply because you can’t find your site on a search engine. Leave your ego at the door it’s more important to consider how showing up on searches for certain terms might benefit your business than how it will impress your friends, neighbors, and colleagues. Search Engine Optimization or Marketing should be no different than any traditional advertising or marketing program. Goals should be established at the outset, along with the means to measure the
progress and return of the channel.

In my opinion, there are two essential components to a good Google placement campaign. First of all, the text used in all site elements is extremely important. Clear, concise, and relevant text used in titles, description tags, and body text is the most important element for Google or any other search engine. With Google specifically in mind, incoming links from relevant sites is the second most important.The key that binds text and incoming links is theme-relevancy. The site linking to your site must address a similar topic or theme.

There are two vital components to optimizing a web site. The first is to ensure that every page that you wish to market contains a unique Title Tag that includes two or three of your targeted search terms in its text. Relevant, focused Title Tags appear to be important across all search engines when trying to improve your search engine positioning.The second most important component is to ensure that the page you are optimizing actually contains the search terms that you are targeting. It’s not enough to have relevant graphics or use text that implies the content; you need to be explicit in your wording and actually use the phrases that searches enter at Google each day.

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