Search Engine Marketing

From conversion testing, search engine optimization (SEO), analytics, social media, and content marketing – there’s no doubt that there is a lot to search engine marketing (SEM) strategies and tactics. In fact, there’s a whole Anvil glossary dedicated to defining the various terms. SEO doesn’t just effect company websites, but can also increase traffic on personal websites, blogs, social media sites, etc.

So, how does a web designer, marketer, or social media manager best utilize the web? As an advertiser we know that a company wants people to spend an endless amount of time on their website and visit it often. There’s a lot more that goes into this than I ever imagined there could be. How often do you really stop and think, “How does Google know what pages to show me when I search for something?” Google even has strict guidelines that dictates what a person can and cannot do to enhance their search engine optimization. These guidelines just increase Google’s credibility as a company because they ensure they are displaying the best results on the earlier pages, and trying to reduce the spam you may encounter. Not only that, but if you break the rules, your website won’t appear in their searches at all. These guidelines spell it out so clearly that even a beginning web designer will be able to effectively design a website.

But once you get a person on your website, you have to be able to keep them there. Gregg Digneo provides some great tips for this on the Unbounce blog, most of which I tried to incorporate into my personal portfolio website. For example, if you have a form you want to keep it above the fold because people are less likely to scroll through your website. It is essential to really take these tips into consideration. The more user-friendly the website, the more people will enjoy visiting it.

Questions?

–       What terms from the Anvil glossary were new to you?

–       Do you think SEO is just a trend or is it essential in web design now?

–       What are some website features or designs that you think will increase the amount of time a person spends on your website?

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6 thoughts on “Search Engine Marketing

  1. Canonicalization, Link Bait, Contextual Link Ads/Inventory. and Paid Inclusion/Pay-for-Inclusion (PFI) were all new terms to me. Most were familiar, but I didn’t realize there was a formal name for link spam. Nor did I realize that there was a formal name for encouraging links to be shared or the ability to go further than PPC. I think I will probably have to read the terms more in depth again to connect them all, but some were ones I have seen in the past.

    SEO is essential in web design now. Until Google’s algorithms can ignore SEO tactics, I don’t see that changing and even if they can, I still see new tactics being invented. When Google became the most essential tool for consumers to learn of new options, it became one of the most essential parts of web design.

    I think interactive items on the front page and solid content will increase the amount of time someone spends on my website. By having relevant blog content, it encourages people to share the website as well as stay on it longer.

    • I agree with you that SEO is essential is web design now. In order for someone to find a person’s website in a Google search, it should to be on the first page of Google, especially considering most people don’t continue on past that in a search. New tactics will always be invented and people will always try to find shortcuts for things, but as that happens Google will change with that (and make their guidelines more strict).

      Also, you mentioned having interactive content on your landing page will increase the amount of time someone spends on your website. Today, interactive content really attracts people and is really trending. Just out of curiosity, do you think having interactive content on your landing page will encourage someone to look throughout your website or do will they stay on the interactive part and then just leave?

  2. I definitely think that search engine optimization is essential in web design, both now and as we move into the future.

    It’s weird, but even though I knew of some of the multivariate tools, I had never heard the word “multivariate” before! A few other terms that were new to me were PPC, Link Bait ( even though I new the concept…still hadn’t heard the term ), and PFI.

    First you were implementing the text at your job and now you’re implementing the markup in your designs. Do you think you have a better understanding of SEO now that you’ve seen both sides of the same SEO coin?

    • I definitely feel that I have a better understanding of SEO now that I’ve dug a little deeper into the topic. But, there is so much to this one specific topic under search engine marketing – a topic worth the time for further exploration.

      Like I said to Patrick, you must implement SEO strategies so your website has a high ranking on Google, seeing that most people don’t move off the first page in a search. Pretend larger companies, like Pepsi or Delta, didn’t implement SEO strategies on their website, how would this effect people’s overall view of the company? Would it change?

  3. I agree that Google’s credibility increases because they put out all those guidelines. It makes a lot of sense when you think about it. Google needs the searcher to use them. If I want to search for something and I’m not getting accurate results, maybe I switch to Bing or Yahoo (I say maybe because I’m way to loyal to Google 🙂 ).

  4. I think SEO has become essential to web design. Its great to have an aesthetically pleasing site that visitors can easily navigate. But sites owners should also incorporate features such as indexable content and crawlable link structures that allow them to be found when a search is performed for their services. Appearing knowledgably about SEO practices and how to incorporate them into a website can give a designer an edge over others. It shows you have a greater understanding of how the world wide web works and what is takes to create a successful website.

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