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Increase hits - Build Web Site Traffic from Search Engines

2004-04-04
 

You put a Web page on the Internet because you want to people to see that page. Many Website owners have been working hard to generate more traffic from search engines, particularly from Google. How much time you want to spend on promoting your pages depends on how desperately you need hits. It is surprised that most of Web pages on the Internet are not search engine friendly at all. Based on my own research, the percentage of Web pages professionally and properly optimized for the Search Engines is less than 0.1%. For average page authors, spending about 30 minutes will make a big difference if you want to make your pages search engine and user friendly. There're so much to learn about search engine marketing, but simple search engine marketing isn't that harder. This is a step-by-step guide on generating more traffic from Google Search Engine.

Define Goals of Website Traffic Building There's no doubt that the more traffic, the better. But it is important to have a clear and realistic expectation about your Website traffic building. Assume you have a Web page helping learners for "building vocabulary", and your goal is to generate 1,000 visitors to this page from Search Engines every month.

Identify Candidate Keyword List When Web users search on Google, the Search Engine translates user's query into a list of keywords, or key phrases to retrieve documents from its index database. If you want to drive more traffic to your page from the Search Engine, the second step of your marketing effort is to identify a list of key phrases (targeting keywords) for that particular web page. If your page is ranked on top 5 or top 10 of the search results when users use the key phrase to search on Google, your page will get more hits. Lets say that you want to use "vocabulary building" as your targeting key phrase, or at least one of your key phrases.

Calculate Keyword Popularity Apparently, the more number of times the targeting key phrase is searched, the more hits you'll get. You need to figure out how many times each key phrase on your list is searched on Google this month. This is called Keyword Popularity. You can use Overture Keyword Suggestion Tool to figure out the Keyword Popularity, and convert that number to the keyword popularity on Google. You can try WordTracker if you want to spend some money. We have developed a Keyword Popularity Calculator just for Google. The calculator generates very decent estimates.

The higher the keyword popularity, the more hits you'll get from Google.

The Keyword Popularity for search term "vocabulary building" is 870 from Overture tool, and 1870 on Google from our Keyword Popularity Calculator. More users search vocabulary building on Google than on Overture and the search term is of less commercial interests.

Calculate Keyword Competition But the higher the keyword popularity, the harder for your page to be ranked on the first page of Search Engine Result Page (SERP). So you really need to figure out the competitiveness of your targeting keyword or phrase and decide whether you want to compete for certain keywords at all. We use PageRanks of the Web pages on the first page of search results to measure the keyword competition. PageRank is Google's measure of importance of a page ranging from 0 to 10. The higher the PageRank, the more important that page. You can view PageRank of any Web pages by installing Google Toolbar.

Table 1
Search Term: vocabulary building
Keyword Popularity: 1870
Ranking12345678910
PageRank5774554667

It's clearly that the PageRank of your page has to be 5, at least 4 in order for your page to show up on top 10 on Google for vocabulary building.

Choose Marketing Strategy We've calculated Keyword Popularity and Keyword Competition. Now it's time take action to get our page on the first page of Google search results.

Search Engine Optimization Congratulation, if the PageRank of your page is 5 or at least 4. You have a very good change to get to top 10 of search results for search term vocabulary building by simply making your page search engine friendly. This is called Search Engine Optimization (SEO)). Basic SEO is not a rock science. You just make sure that your target key phrase appears in your page title, and repeat it a few times in your body copy. For more detail on SEO, see Write Search Engine Friendly Web Pages - Search Engine Optimization.

Link Popularity Building If the PageRank of your page is less than 4, you have a choice to increase the PageRank of the page by getting more links from other sites, or try to use less competitive key phase for your promotion. Link text of incoming links impacts how your page is ranked on the Search Engines. The PageRanks of those pages linking to your page determine the PageRank of your page. You want to get links from pages with high PageRank values. This is the Link Popularity Building part of the Search Engine promotion.

Try Alternative Key Phrases Link building is a time-consuming process. It's not worthy of spending too much time on this, however. If your pages or sites offer valuable information, you'll get more links eventually. Before you improve the PageRank of the page, you can try to use less competitive key phrases for your promotion. You can try tech vocabulary, or learning vocabulary instead of vocabulary building.

Table 2
Search Term: teach vocabulary
Keyword Popularity: 220
Ranking12345678910
PageRank4464343333

From the table above, you know you could rank top 10 for teach vocabulary by SEO even if the PageRank of your page is 3.

Create More Content Pages for More Site Traffic After Google re-indexed (take about a month) your page and your page finally made into top 10 on the search result page, you can expect 5 - 15% of users who search for vocabulary building to visit your site. If you get 150 visitors from Google for the page and another 150 visitors from other Search Engines (if your page is indexed and ranked well on those search engines as well). This still doesn't meet your goal of 1,000 targeted visitors per month. You need to create more content pages and use different but similar key phases. If you have another two pages which generate 300 visitors from Search Engines, you'll have total of 1,200 visitors from search engines in a month. If visitors on average view 2-4 pages of your Web site, you'll end up with 2,400 - 4,800 page views from Search Engines alone.



Related Topics
Factors Affecting Search Engine Result Ranking - content, link, traffic and user feedback
How Search Engines Work
Keyword Popularity on Google - an Online SEO Tool
Website Classification for Search Engine Marketing
Why Search Engine Marketing professionals prefer SEO over link building
Website Traffic Services
Link Building - Driving Traffic and Boosting Search Engine Rankings

 

 
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