Basic Concepts Of Search Engine Marketing
After you have built a website, the next step is to show it to the world. Any successful website usually has a high traffic, reflected in a high number of unique visitors daily. In order to begin the creation of your website success, because just publishing it to the web is not enough, you should try to apply in practice the main principles of Search Engine Marketing (SEM). SEM offers basic strategies to attract more visitors to a website and in the same time to ensure a better website exposure over the Internet.
The main source of traffic is considered to be the organic traffic, coming directly from search engine result pages. But in case of a newly launched website, it may take a certain period of time until its pages URLs will be displayed in search engine result pages.
Most of search engines will display certain URLs in front of others based on their Page Rank. The Page Rank is a vote of confidence given by the search engine for a specific URL. If the Page Rank value is high, then the website has better chances to be shown among the first search results pages.
The Page Rank is influenced by many factors, such as website accessibility, content quality and link popularity. The link popularity could be the most important factor which determines the Page Rank value, because it is measured through the number of links coming to a certain website from external web pages.
In other words, a high number of incoming links represent more confidence votes for your website and if someone is waiting for obtaining a considerable amount of organic traffic, first a link building campaign must be performed.
The incoming links to an existing website will deliver what is defined as referral traffic. Of course, also in this case, there are factors that influence the efficiency of the external links, like the page rank of the page where they are published, anchor text of the incoming link and more.
Another way to get traffic for an existing website is represented by the Pay-Per-Click programs, which allows you to publish sponsored links into search engine result pages. The success of Pay-Per-Click campaigns will depend on the type of search engine and other parameters influencing the apparition of your link on user’s search pages.
Another widely used concept in practice is email marketing. It can be implemented through newsletter systems or mail lists server side applications. One of its disadvantages is represented by the mail servers security, which could ban you, even your email marketing campaign is legitimate and as a consequence the subscribers will no longer receive your messages. On the other hand, email marketing is still used in the present days as a complementary tool in sustaining a long marketing campaign.
The SEM principles presented into this article are only a few directions to create a solid foundation when you start to build traffic for a website and to popularize a new brand. The fine details of the website promotion process should be established as a function of a given project.
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