How do you evaluate a Web site for Search Marketing?
Is it realistic that this Web site can achieve organic search visibility?
There are many factors we consider. Here are some of them...
Does the current Web site offer strong content that will attract search visitors?
How well is it linked from other Web sites?
How competitive is the market?
Is the Web site 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 Web site. This visitor behavior is important because it is measured by Google to determine search positions. If a search visitor goes to a Web site 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 Web site is linked from quality Web sites, the better the Web site's search visibility. If the Web site 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 Web site 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 Web sites not previously optimized could begin seeing first-page positions within one month after search optimization. New Web sites in competitive markets could take over one year before decent search visibility emerges. Many Web sites, such as brochureware, have no chance of achieving top search positions.
Once top search positions are achieved, ongoing Search Engine Marketing will help the Web site maintain top search positions unless the site is changed. E-Power Marketing keeps an eye on our clients' Web site 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 Web sites 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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