How to Combine Your SEO with Pay-Per-Click Advertising Campaigns by Simona Antosikova - HTML preview

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2. Search Engine Optimisation: How to Get a Good Position on the Internet?


So you want your website to be on the first page of every Search Engine? You can influence your search engine visibility by yourself and it is much easier than you expected. The best way to have a good position on Internet search engines is to combine your advertising campaigns (Google Adwords, Yahoo! Search Marketing or Microsoft AdCenter) with SEO (Search Engine Optimisation). Thus, by implementing a good SEO strategy, you can significantly increase both the number and quality of visitors.

SEO means that your Web site is "optimised" for search engine results, meaning that, ideally, your Web site will come up as one of the first 10 sites when people search for keywords pertinent to your business. This is essential to your web site traffic which can then lead to further sales generation.

For example 3R Sales and Marketing managed to dominate the Google listings for more than one month and they did it themselves, without any external help. Here you can read more about how they did it: Does SEO Marketing Really Boost Sales?

In general, SEO has two main areas:
1. changes to a site's code (referred to as "on-page factors")
2. getting links from other sites (referred to as "off-page factors").

Although SEO is a simple and relatively easy-to-use way of improving your website ranking, which helps your customers find your website easier, there is also possibility of abuse. This can at the end of the day lead to being excluded from the search engines listings. Therefore it is crucial to know the difference between techniques that search engines recommend as part of good design (so called “White Hat” SEO) and those techniques that search engines do not approve of and attempt to minimize the effect of (referred to as “Black Hat” SEO or spamdexing).

Another interesting fact to know is that search engines change their search criteria daily. There are usually very subtle changes an average web site owner does not have to track. Their purpose is to prevent spamdexing or at least make it as difficult as possible.

Now let’s take a look at the most common techniques of search engine optimisation.