Search engine marketing is big business. Last year Americans spent almost nine and a half billion, yes billion, dollars on search engine marketing. That was an staggering increase of 62 percent on the year before. And just to show that the trend is progressing rapidly upwards, it was a phenomenal 750 percent increase on the figure of four years earlier.

Traditional marketing trends are on the increase too, but search engine marketing far outstrips traditional marketing and is growing much faster. Wikipedia describes search engine marketing as being:

“…a form of Internet Marketing that seeks to promote websites by increasing their visibility in the Search Engine results pages (SERPs) and has a proven ROI (Return on Investment).”

There are many proven ways to increase a web site’s visibility in the SERPs. Basically, there are two distinct strategies that are employed: on page optimisation, and off page optimisation. Optimising a web page usually involves centering the focus around a keyword phrase and using secondary keyword phrases and suitable synonyms.

The keyword density is balanced to what is acceptable by the search engines, and the proper page structure is applied. This places the main keyword in the title, in the H1 tag, in the first and last paragraphs, and also throughout the page text up to the desired density level.

Off page strategies include getting back links to the page with suitable anchor text. Generally speaking, the more good links pointing back to a page the better. This is a process that should be built up over time, as if they all appear at once the search engines will rightly become suspicious.

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This entry was posted on Tuesday, September 11th, 2007 at 6:56 pm and is filed under MAIN, Search Engine Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.