Sacramento Search Engine Optimization (SEO) Guy

Here is why free search engine traffic achieved through search engine optimization is so much better than paid search called search engine marketing. The obvious reason (besides the expense) is that when you stop paying for the sponsored links, the traffic stops visiting your site. A residual payoff is to rank high in the middle section of search engines with the free results because you can stay positioned there for a long time, meaning optimize once and traffic keeps on coming.

The second reason is that free search gets 250% more traffic than paid search, according to Online Marketing Research. That means a number 1 paid rank is equivalent to a 9 or 10th place free rank. This eye tracking study shows where users look (the red portion) and click (the red Xs).

Google Eye Tracking Study

Check out http://freekeywords.wordtracker.com/. From what I’ve gathered, the numbers are DAILY search volume. Type photographer (for example) and you’ll get a list of relevant words, then you can click on individual ones to see breakdown, for example click family photographer and you’ll find what people are searching within that niche. There are some limitations, but good for generating ideas.

Don’t forget – Zach can do all of your keyword research for you as a part of his search optimization package!

Something you’ll want to add to your site is at http://addthis.com, which is a little button that allows users to bookmark your webpage in Facebook, Digg, My Yahoo, etc. More crosslinks back to you for free and constant brand exposure to the users that “add” you.

A key ingredient in a high search ranking is how many links you have from other websites. An easy way to do this is do a search to find yourself just as you would expect your customers to do. Maybe the search is “daycare in Davis”. A lot of the top results you will see are directory listings that aggregate all of the local daycare services. Most of these directory services will allow you to post your business to their listings. Post to as many of these FREE services as possible, making sure to include your site URL in each post.

Top websites are more than a pretty design, they choose the right keywords for search engine optimization (SEO). This means they focus on words that are in demand and deliver high ROI potential.

The topic of the keywords you choose must:

Keywords must be in demand. A reasonable number of people must be searching for information about your theme. If your keyword topic is too narrow (ex., a niche service in a very small town ), there is not enough demand to generate traffic, even if you rank #1 in search engines and everyone clicks your link.

Keywords can’t be too broad. If your keyword topic is too broad, the competition will make it too difficult for you to rank high in search engines. The supply, or number of competing businesses, is just too great. Broad topics usually have major competitors. For example, it would be impossible for a small business to rank #1 for “baby gifts”. Creating a site about a niche within baby gifts is your best opportunity… You most likely offer a specific baby gift, perhaps embroidered baby bibs or custom baby receiving blankets. The competition will be less intense. So it will be easier for your specific product page to rank highly with the free search engines.

Those who find you will be highly targeted. Someone searching for embroidered baby bib will find exactly what they are looking for on your site, as well as be interested in your other products. It is far easier to presell those searching for keywords related to narrow topics than broad ones.

Keywords must deliver high ROI potential. Don’t optimize your site for embroidered baby bib if you barely make any money from selling product. Choose your highest margin product and optimize for that, maybe its a more expensive product or set of items like an embroidered bib, blanket, and towel package.