In an ever-evolving digital world, the ability to adapt to change is what keeps one on top. For digital marketers, the challenge is to integrate with their changing business world so as to meet their objective which is to drive higher traffic to their websites.
The changing paid search landscape will impact marketers in so many ways. It means that what is regarded as success will no longer be the amount of traffic they are able to generate through PPC (which is directly proportional to the amount of money they pump into the campaign). Marketers will have to see beyond the initial click and make their campaigns more engaging.
This means that a search campaign will have to involve SEO, UX, UI, and so on. Consumers now demand comprehensive information about brands, their products, and services. They want to know how relevant the ads they click on are.
Marketers have to invest more in ad extensions. This allows a marketer to put additional information in their ads. The goal of the extension is to give users the opportunity to know the brands better and be more inclined to not only click but convert.
2018 has been a great year for paid ads. Technological advancement in this sector has seen to more specific audience targeting. As consumers’ demands and expectations become greater, marketers are forced to measure up to the ever-changing standards.
Ranking high on search engine listings is the sole aim of most search engine optimisation companies today and how to effectively optimised keywords relevant to their websites is a question often asked. How exactly does a website get optimised? Context is more important than keywords in today’s search engine optimisation, because you can adequately evaluate the success of a websites ranking based on the particular phrases and terms a user searches that is available on the website. Getting good traffic to a website is carried out best using search engines, but how exactly does it work, the following methods will show you just how.
Selecting a Relevant Keyword and Linking That Key Word to Your Site
Do not make the mistake of squeesing too many keywords at a time on the pages of your website; rather concentrate on picking a particular keyword for each page. The goal is to make sure that the relevant keyword is captured by the page without any distractions. Search engines especially Google take notice of the title tag that contains the link to your site, therefore pay attention to your title tag and make it relevant to your website!
Make the First Hundred Words of Any Age Count!
The first hundred words of your page must be loaded with keywords to achieve optimisation. Search engines come up with various algorithms to rank websites and when these key words are searched by a user it has to come within the first hundred pages. It is therefore wise to make the left column of your website keyword rich or make your title, website description and web copy visible within the first hundred words of your website.
Keywords Must Be In the Description and Title Tag
Meta tags also known as headers tag is a feature a search engine uses to better understand the content of its page. These Meta tags are usually in the source code of the page. Tweaking the source code of the page ensures full optimisation of the website; this is achieved by inserting the keyword in the title tag (Google shows the result when your website is listed). A catchy description containing the relevant keyword(s) is important because the Meta tag description contains information that is listed immediately after the title tags when using a search engine. A catchy description (keyword embedded) makes your website have an edge over other listings.
Keyword(s)-Embedded Web Copy Like No Other!
An essential aspect of optimising websites for multiple keywords is to create a keyword(s) embedded web copy. Make use of the hour glass template; which is including majority of the keywords at the top and bottom of the page and adding just a few keywords in the middle. The total make up of your web copy page should be between 400 words to 600 words, with the keywords making up about 6-14% of the entire words of the web copy page.
Follow these four steps and notice an upgrade in your keywords ranking on search engines.