The Importance of Effective Advertising in Present SEO
Many people view SEO as the technical aspect of launching and promoting website, and making it a success. It is associated with things like black and white hat strategies, Page Rank, and SERPs. It seems as though to become a search engine optimizer, you have to have certain skills and in-depth knowledge about the way search engines work.
Most importantly, you also need to know how to maneuver your way around the rules and algorithms implemented by Google, or at least know what to do in order to survive when many other websites are failing.
This perception of SEO services places SEOs in a bad light though. They appear as sly cheaters who want to win by playing with technical hoopla instead of competing by the rules. This is also why we can’t really blame Google for introducing the Panda and Penguin updates to their search algorithm. Instead of getting valuable results on the SERPs, websites with mediocre and even unrelated content are now flooding the results pages.
How Should You Approach SEO?
If getting a high website rating, PR, and landing the first SERPs is the goal, effective advertising is one of the best ways to achieve that. This doesn’t mean ethical SEO services should now be discarded, but rather both SEO and advertising should go hand in hand.
These two don’t exactly work the same way, but their goals are similar. Search engine optimization is all about bringing traffic into websites and get the sites to rank; at the same time it is also about getting a website to rank so that people will get to find it.
Advertisements are the same thing. They aim to entice people into action (in this case we can say they aim to head direct people into a website) and they are presented in places where they can also be easily seen.
Another point is this: as evidenced by Google’s Panda and Penguin updates, the search engine now puts more importance on website quality and genuine backlinking. This means websites that practice black hat SEO (ex: publishing poorly-written, keyword-laden content and web spamming) will now be penalized and will be demoted from the SERPs as well as their PR.
In order to avoid Google’s punishing blow, and to recover your status in case you have already been penalized, you need to revert to sincere, white hat SEO (ex: publishing excellent web content and getting other high-ranking sites to recommend your website to their readers and give you a high-quality backlink).
The most important thing you can do is make your website useful and pleasing to your public; and since the typical SEO strategies of website promotion may no longer be permissible, you’ll need to turn to effective advertising.
Tips for Creating Effective Online Advertisements
Spoonfeddesign.com has a very simple yet insightful article on how to create effective online advertisements. There are 10 excellent tips presented in the article, and you should take note of all of them—particularly these two:
- Grab people’s attention. The Time on Page spent by Internet users on random websites is usually just seconds. An effective ad is one that immediately attracts attention within those few seconds that a person’s eyes land on a web page.
- Be informative—but make it concise. You can do this more effectively through images. The article is spot-on with this: “Show, not tell.”
Since our goal here is to use advertisements for SEO, here is another important tip you should bear in mind:
- Use persuasive (but not explicitly marketing) calls to action.
Taking Online Advertising a Step Further: Appeal to People’s Emotions
The most effective advertisements are those that can provoke an instant visceral reaction from the public. Take a look at the campaigns of environmental groups and humanitarian organizations. They get the support of the public because they appeal to their emotions other than their intellect.
How and Where to Present Advertisements
Luckily at present there are now a lot of ways and places where websites can advertise directly to targeted customers and quick responses. Webmasters and online businesses no longer have to depend on Pay Per Click and Adsense in order to put up text and banner ads. The following are additional—and free—venues for online advertising:
- Social media networks – These are not only extremely popular, they are also ideal locations for advertisements. People are not only audiences; they can also help you spread word about your website. Likes, Tweets, Pins and other trademark social media activities can make your advertisements viral. The best thing is, if you trigger a strong, visceral reaction from your customers, you won’t only earn clickthroughs to your website but also actual conversions from them.
- Blogs – Besides putting up paid advertisements, you can build up a presence in the blogosphere and get other bloggers to recommend your website. Make your own blog and provide the additional information that you can’t provide on your paid advertisements.
- Authority Sites – This may be difficult, even rare because most authority sites (especially merchant sites) do not put up external advertisements. This depends on your type of website though, what niche you belong, and the nature of the authority sites in your niche. It would be so great if you can manage to place an ad in these websites. More people will see it and your website will get a valuable backlink.
If you can make your advertisements bring in more people into your website, you won’t just encourage them to respond to your calls to action. Google and other search engines will also take notice of it and possibly give it a higher rating. Motivating both people and search engines to look at your website is an incredibly effective SEO strategy with long-term effects.
See you at the top!
Emma-Julie Fox writes for Pitstop Media Inc, a top rated Vancouver SEO company that provides services to businesses across North America. If you would like to invite the author to guest post on your blog please contact www.pitstopmedia.com
Image source: [KROMKRATHOG] / FreeDigitalPhotos.net