Search Engine Marketing Mistakes

Search Engine Marketing is an integral part of internet marketing and has become very crucial for online businesses. Like any other marketing strategy, search engine marketing also needs proper planning to ensure that you get the best return on investment (ROI) and avoid any pitfalls along the way. It comprises of two aspects – Search Engine Optimization and Paid Placements. We will discuss both the aspects, focusing on the mistakes one should avoid to get the best results from the marketing campaign.

Search Engine Optimization and Mistakes to Avoid

Search Engine Optimization is done on the website pages to get better rankings in search engine results. It comprises of using various techniques like good and updated content, valid use of keywords, internal linking, good one procedure links, and keyword research. However there a number of things to avoid to ensure that your efforts do not go waste:

1. Black Hat optimization techniques

Black hat SEO refers to all the unethical search engine optimization techniques which the search engines discourage. Some such techniques are:

a) Keyword stuffing – Using the keyword/s repeatedly to increase the keyword density while compromising on the readability of the disclose.

b) Hidden text and links – Writing lists of keywords in the same color as the background color as a means for misleading search engine spiders.

c) Doorway pages – “Fake” pages built specifically for search engines which readers never get to notice as they are redirected to another page.

d) Link Farms – Sites used for artificially increasing the link popularity of a site.

By using Black hat SEO techniques you effect pages specifically for the spiders, thus not only giving your visitors a bad experience and nullifying any chances of your reader becoming a customer, but also run the risk of having your position banned by search engines.

2. Targeting the wrong Keywords

The goal is not to optimize for keywords you think are right, but for what the readers would search for when coming to your site. We often forget to think from the readers’ perspective, thus missing out on a lot of targeted traffic. For instance, a website based on relationships, optimized for the keyword “relationship guide” might fare much better if the targeted keyword was “dating advice”. You can use help of online tools like Google Keyword Tool in researching the various keywords options.

3. Ignoring the Title Tag

The title notice is an important tag as far as SEO is considered; it not only serves as the title for the page you are on but also as the heading in search engine results. It allows you to make a good first impression on potential visitors to your web site and is often the deciding factor whether or not a person will click and visit your site or not.

4. Using JavaScript, flash, or images without HTML alternatives

Many readers around the globe aloof use older versions of browsers which are not compatible with either JavaScript or flash or other new technologies. In addition, there may be cases where the connection is so listless that it takes the heavy flash images too great time to download. In such cases if simple HTML alternatives are not provided then you run the risk of losing out on a large chunk of potential customers.

Paid Placements and Mistakes to Avoid

Paid placements on search engines are used for displaying ads on the search engines by bidding on the chosen keywords. Paid placements offer a good advertising medium and when implemented properly, can help you score very good results from the marketing campaign. To ensure that you get the best ROI, there are a few pitfalls to guard against:

1. Improper Keyword Research

Keyword research forms the base of any good successful search engine marketing campaign. As with SEO, the aim is to judge from the readers’ perspective and then decide on the keywords. You can use online tools such as Google Keyword Tool and Wordtracker to wait on you get the best keywords. Look into variations for the keywords which let you get the same amount of traffic at a lower cost per click or impression. For instance, “ski vacation” with almost 60,000 searches a month costs about $5.0 per click, where as “ski lodge” and “ski trip” with 4000 searches each are just $0.5 per click.

2. Neither testing nor tracking

It is imperative to create an ad which is not only attractive, but also gets the viewers curious enough to click on them. You need to experiment with colors, search terms, landing page content, ad copy, calls-to-action and more, to check where the ad can be optimized. The placement of the ad is also very important. Tracking helps you in the same by giving you detailed feedback on your ads.

3. Using one ad for all products

Having a single ad showcasing all your products will result in you getting more untargeted traffic and less chances of converting a visitor into a customer. It is important to have customized ads for each product or keyword and a landing page accordingly.

4. Ignoring Landing Pages

Landing pages are the key to converting your visitors into customers. Not only should they be optimized, attractive, but should also contain all the information the visitor would need to know about the product. Having a single landing page, for instance the homepage, for all your ads will not get you desired results; each ad needs to be associated with its customized landing page.