There are many ways to drive traffic to your website and essentially the two most important ways are SEO (Search Engine Optimization) and SEM (Search Engine Marketing). Both revolves around the keywords.
SEO is the strategy used to optimize your website and getting more traffic to your site from search engines. Optimized websites helps to get higher ranking in less time.
SEM is an marketing strategy used to get more visibility in search engines by paid search advertising.
What Is Free SEO and What Is Paid SEM?
SEO includes the link building and onpage optimization accomplishments the with the objective of achieving high rankings in search engines, while SEM is basically buying an advertising space in search engine results to appear on top of the searches like PPC (Pay Per Click).
When to Use Free SEO?
There might be situations when you need SEO. These cases involve:
You can choose SEO as a marketing strategy when you have a limited budget and the able to pay only for some cheap PPC clicks. But those few clicks will not be helping to achieve a great ranking. So its better to make use of the SEO strategies till you have a budget for paid advertisements.
Limited competitive keywords, specially long-tail keywords.
You don’t need much time and efforts to get high rankings for the less driven words. You will get good rank with the use of long-tail keywords without any specific SEO strategy as you will barely get much clicks if you bid on them. You just have to include the long-tail keyword repeatedly.
When to Use Paid SEM ?
Most of the people turn to the paid search and PPC when free SEO fails to deliver the results you are looking for. There might be a situation when your websites that rank well for your keywords which are get buried down the search results as soon as a search algorithm gets updated.
When you need huge traffic in a shorter time.
As a free SEO takes too much time to deliver the results , PPC is your only choice to gain a lot of traffic in a shorter period of time. For example, if you want to sell some Diwali stuff and you are using too competitive keywords, you might get good ranking, but is useless to rank high related to Diwali in the month of January. So you might want to navigate massive traffic in October and November to your site, PPC is the only productive option for you.
For competitive keywords.
PPC is much cheaper than organic for competitive keywords if you already know how much time free SEO takes. If you use Adwords from google which is basically expensive will lead to high cost. Rather than you can try first competitive keywords on Adwords alternatives which will help you to get succeed in achieving better results for a small percentage of the money you would spend on Adwords.
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Mobile search is become rapidly emerging field of the digital market nowadays. As mobile search is different from the traditional desktop search, you need to understand the mobile searchers requirements. So if you don’t want to lose mobile traffic, here are some very important guidelines to consider when enhancing for mobile search:
Most of the times people prefer to search things located in neighborhood. Mobile searchers are also locally targeted likewise shorter search keyphrases. For example, If you are standing in the roadway and searching for a place to lunch, its obvious you will first search the place in locality rather than around the world.
Ongoing news in mobile search:
If your site is come in the categories where location and timing are the main elements such as latest news, sports results, weather reports and financial information and is not mobile-friendly then you are about to lose site visitors. You need to optimize your website by developing two different versions of it, one for desktop users and other one for mobile users.
User friendly site:
You can neglect mobile resources such as directories, mobile search engines and mobile portals as they are helpful to bring great mobile traffic to your site. You can submit your website to some of the major mobile resources.
If you are optimizing the site for any particular restaurant, you should submit it to all the directories in particular categories for your location are listed. So user can find it quickly. Similarly, If your site is listed with the portals, then mobile user will directly redirected to your site from the portal rather than from search engine.
Shorter pages for mobile searchers:
Pages with lengthy keyphrases are not preferable by the most of the mobile users as it leads to long pages. You can develop shorter mobile version of your website using shorter texts. As keywords plays crucial role in mobile search, you should not exclude them while optimizing the site.
Inclusion of Meta.txt:
It is compulsory to include Meta.txt file which describe the contents of your website in detail and can be easily parsable by the search engines. Search engine spiders precisely index the file which is located in the root directory. Meta.txt is similar to the robots.txt file used in the desktop search which also located in the root directory. Each field in the Meta.txt file has the syntax as <fieldname>:<value>.
Implement predictive search:
you can try predictive search for mobile searchers as it saves a lot of typing. If you use phrases which are well-known in predictive search, then it increases the chances for the keywords to be searched. You can’t always use the predictive search as predictive search keywords change very frequently.
Analyze your site on mobile devices:
You must preview your site look-and-feel on a mobile device. It is not possible for you to check your website on every individual device because of the number of devices and screen sizes, but you can view it at most on main devices. If your site is looking inaccurate on a mobile screen, visitors will not prefer to visit your site again on mobile search engines. So it is necessary for your website to be mobile-friendly.
Though mobile search is new ongoing trend, it will lead your website with huge mobile traffic in the future. With the use of AdWords Keyword Research you can easily found the keywords which are doing well in the mobile search and put your efforts and more time to optimize for it.
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