How do you evaluate a Website for Search Marketing?
Is it realistic that this Website can achieve organic search visibility?
There are many factors we consider. Here are some of them...
Does the current Website offer strong content that will attract search visitors?
How well is it linked from other Websites?
How competitive is the market?
Is the Website search engine friendly?
How long does it take to achieve top search positions on Google?
Informative content is necessary to attract search visitors seeking information. This attracts interested visitors who will stay longer on the Website. This visitor behavior is important because it is measured by Google to determine search positions. If a search visitor goes to a Website and stays there, then that tells Google that the search result is relevant to the searcher and deserves search visibility.
The site's content must hold visitors seeking information, which ultimately means that it must go beyond marketing and selling. If there is no informative content, E-Power Marketing® and/or the client could develop the informative content necessary to achieve high search visibility.
Relevant links are the key to search visibility. The better a Website is linked from quality Websites, the better the Website's search visibility. If the Website is currently not well-linked, then more time and effort will be necessary before search visibility is appreciably improved.
An industry leader should have top search visibility. The brand will attract searchers to click its search results. An unknown player will struggle to gain top search visibility, especially in a market filled with well-established search positions by long-time players.
A Website that presents technical issues to search engines will have a hard time achieving and maintaining search visibility. The issues may or may not be correctable. E-Power Marketing will evaluate the technical problems, and then discuss the issue with your Web development team to determine whether a fix is possible.
Typically it takes three months to one year before search visibility begins to emerge. Every client and situation is different. Large, strong Websites not previously optimized could begin seeing first-page positions within one month after search optimization. New Websites in competitive markets could take over one year before decent search visibility emerges. Many Websites, such as brochureware, have no chance of achieving top search positions.
Once top search positions are achieved, ongoing Search Engine Marketing will help the Website maintain top search positions unless the site is changed. E-Power Marketing keeps an eye on our clients' Website changes so that long-term success does not disappear.
While SEO is not a quick fix when it comes to search visibility, there is an option with quicker results. Pay Per Click advertising generates top search positions right away. PPC is appropriate for Websites that:
- Have issues that keep it from achieving organic search visibility.
- Need search traffic before organic search visibility arrives.
- Want to increase search referral traffic.
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