Expert Session
There are two ways to get your page links and get it seen. You can use Pay Per Click (PPC) or Search Engine Optimization (SEO). Both of these methods have their pros and cons. Pay per click has the potential to bring your site to the top of the ranks immediately. The ROI is consistent because it constant for the duration of your budget. Success is easily measured as the number of clicks is recorded. A drawback is that for each time your link is clicked, regardless of the result, money is taken from your budget.
Search Engine Optimization is largely used because the number of clicks you receive is not limited to your budget. This method is used for long term success for your site. Although clicks are free, it does take a lot of time and effort to move up in the ranks and get a better search position. It can also be difficult to track success, as clicks are not recorded.
Finding the perfect keywords and phrases to use is vital. Just the difference between a word being singular or plural can be the difference in thousands of hits.
It can be very helpful to use specific keywords that will have little competition. The people searching for that keyword will be more likely to find your site and more likely to buy because they know exactly what they are looking for. A downside of this method is having less traffic.
It is useful to find sets of keywords to use at each stage of the funneling process. What words are likely to be searched while people are using broad terms? What about when they are looking for something very specific? They are likely to be using different words, thus meaning different keyword searches.
Researching the competition of keywords can help avoid wasting time with words that are high used against companies that are much more reputable
People making links essentially equals a vote for your site. The links are not weighted equally, however. Links from blogs or niche sites are considered low influence and are not weighted very heavily. High influence sites such as news outlets or government sites are given a lot of impact. Black sites sell links for very cheap and can boost your site. The issue is they aren’t weighted heavily and will penalize your site if they are discovered.
Lastly, highlighting keywords on your page can make finding information easier. It directly shows users where their answers are.
