Let's Talk About Search Engine Marketing And Local Directories

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Hi! It's Franny again.

Phew! This learning process has been a lot but we move right?

Today I will be talking about Search Engine Marketing(SEM). I touched on this a while back but I will walk you through it to refresh your memory. Now, website owners go through this bidding process when they want their site to be part of the top search on search engines. The two most important things that are needed to get to be part of the top search are bidding and keyword relevance. Sometimes bidding wins, other times it doesn't. This is because there is a formula for this to work. The performance of the site is measured by multiplying the bidding by the keyword relevance. For example, if site A has $4 in bidding and 8/10 in keyword relevance and site B has $7 and 3/10  in keyword relevance, based on our calculation, site A would get to be in the top search. I guess you understand it better now. 

So, both are super important. 

So, the next question is; "what makes a good keyword?"

Here are a few things to consider when choosing a keyword; relevance, traffic and competition. Before you consider any keyword, put these three into consideration. 

Now, how to research keywords before adding them to your site;

  • first, ask yourself "is this keyword relevant?" or "does this keyword closely describe my product or service?"
  • which keyword drives more traffic?
  • look into which keywords your competitors are using and look for keywords that have more relevance, more traffic and less competition. 
After you have sorted that out, here are a few tips to help your ads stand out;

  • customize your advert headline to the search
  • include a special /timely offer
  • include a compelling Call To Action (CTA). For example; Wedding Photography, get a 15% discount, book an appointment now! 
After you have done all these things and customers start visiting your site. You'll have to create a way for them to meet you seamlessly, especially in your local area. 

Building a local online presence for your business is something you would really want to focus on. 

How can you go about this?

  • be sure that your location details are on your site. If you have a shop, add your address and also an interactive app so customers can get directions. 
  • use SEO, it will help you find your audience faster.
Well, that's all for today. I hope you are applying this in your business. Feel free to let me know how it's going. 

Till the next post

Franny.

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