Whether you have an online store and you ship products internationally or your website is simply an informative landing page for customers to visit your store locally, you’re not just targeting shoppers when it comes to search engine results – you’re specifically targeting bargain hunters. These shoppers are the ones most likely to be looking for things to buy. Search Engine Watch reports that 46 percent of people seeking travel services looked specifically for bargains, as did 35 percent of beauty and personal care product shoppers, 34 percent of electronics shoppers and 30 percent of online grocery shoppers. Take advantage of these consumers’ drive to save money by optimizing your site for those seeking to spend less.
Target Bargain Search Terms
Instead of focusing solely on words related to your products and services – and the city of your target demographic, which is a must for effective geotargeting – add bargain-related words to your keywords as well. These terms include:
- Coupons (coupon codes)
- Half off, 50% off (or other percentages)
Add them to your list of phrases you’ve been incorporating into your content in order to trigger a search engine result. For example, instead of just “new chairs Seattle,” focus on “affordable new chairs Seattle.” Even if you don’t have a specific sale going on, keep these bargain search terms in use every time you post a new piece of content.
Put More Effort in During Holidays
According to Search Engine Land, 26 percent of online holiday purchases began with a simple organic search. There’s more competition than ever during the year’s busiest shopping seasons, so it’s more important than ever that you focus on bargain-related search terms. Add holiday words to your search terms during these seasons as well, like “Christmas” and “Black Friday.” Don’t just focus on the year-end sales, either. Smaller holidays throughout the year – everything from Valentine’s Day to Easter – are busier shopping seasons, and you can draw more bargain hunters than usual to your site.
Organize More Sales
While you can incorporate bargain-related search terms into your site’s keywords regardless of any current promotions, your business will do better if there’s a big payoff waiting for the shoppers when they arrive at your site. Make sales a regular part of your business’ offerings, even if it’s just a small selection of your offerings that are on sale at any given time. You might also offer coupon codes for a small discount off any purchase or free shipping promotions. Encourage more people to sign up for your newsletter or follow your social media profiles by making certain discount codes exclusive to those platforms.
Get the bargain hunters to your website for one or two products on sale and they’ll stick around to see everything else that’s at full price. Provide compelling, regularly updated content, and these people who initially find your site by searching for discounts will become regular visitors and frequent shoppers. Targeting bargain shoppers specifically will help your website stand out amongst the competition.
Setting an Effective Keyword Strategy into Motion
There’s no reason your web content can’t serve multiple purposes. These days, content isn’t simply created to inform and educate – but also to attract the attention of Google and other popular search engines. The best way to go about this is incorporating industry-specific keywords and phrases into your site’s blog posts, articles and other text-based content. Although this may sound simple in theory, keyword integration is something of an art form. In the quest to develop a viable keyword strategy, remember to tend to the following tasks.
For certain businesses, coming up with effective keywords might seem easy. For example, a seafood restaurant in Raleigh, NC might use something along the lines of “freshest seafood in Raleigh” or “best fish in North Carolina.” However, this isn’t as cut-and-dry with other companies. Luckily, there are a number of convenient tools – many of which are available for free – designed to help businesses come up with the right keywords. Software like Google AdWords and Ubersuggest not only provide you with solid suggestions, they enable you to keep track of keywords used by your competitors. As Content Marketing Institute’s Mike Murray points out, many of these programs are capable of generating instant results. Additionally, these tools help monitor the effectiveness of each keyword or phrase you choose to utilize. This enables you to keep track of which keywords are doing their job and which ones you can do without.
Be Mindful of Usage
When plugging keywords into content, there are a number of things to take into account – usage chief among them. Whereas organically placing keywords into your content can elicit positive attention from Google, using them too frequently can draw its ire. If you use the same keywords excessively throughout the same piece of content, both Google and your target audience are liable to take notice. Not only will the content sound unnatural, it will cause you to lose credibility with prospective customers and may even prompt Google to dramatically lower your search ranking. As a general rule of thumb, limit keyword usage to once every 200 words unless absolutely necessary.
Don’t Be Afraid to Experiment
Just as Rome wasn’t built in a day, airtight keyword strategies are seldom developed overnight. With the help of the aforementioned tools, you’ll be able to keep tabs on how effective your keyword integration efforts have been and make changes accordingly. If certain terms and phrases are proving ineffective, don’t be afraid to change things up. As you grow more accustomed to the various trials and tribulations of this form of marketing, you’ll get a better feel for which words work and which don’t.
A successful keyword strategy can do wonders for your site’s visitor numbers and help bring in new business. However, setting such a strategy into motion without learning the ins and outs of keyword integration isn’t liable to bode well for your company. Provided you take the above-mentioned pointers to heart, you should have no problem reaping the rewards of a job well done.
Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are two very common terms which may from time to time be used interchangeably, albeit wrongly by many players in the online market space when trying to promote their website or products online. SEM can be defined as the online marketing techniques and practices which are adopted by an organization with the main aim of gaining visibility in search engine results. It is generally over and above SEO even though it usually forms just a subset of the overall internet marketing strategy.
SEM can be done in a variety of ways which include but are not limited to having paid placements, paid inclusion, contextual advertising as well as SEO. SEO on the other hand can be defined as the practice of optimizing the content of a site so that it can rank higher in search engine searches. It does generally involve well thought and proper distribution of keywords, increase in the number of back-links and basically striving to make it easy for crawlers, spiders or robots to properly index the contents of a page so as to determine the relevance of the page to what the user may be searching for at any given time.
For SEO, there are two main pillars; these are Off-site and On-site SEO. Off-site SEO is the process of getting votes from other sites so as to increase the trust level of your site in the eyes of search engines. Votes in this case are usually links coming from other sites to your website. In certain areas, Off-site SEO is usually referred to as link building. On-site SEO on the other hand are rules and regulations which you can apply on your blog or site so that it is more search engine friendly; this may include rules such as how to use well formulated URLs, use of proper titles, correct use of H1, H2 and images, importance of good descriptions etc.
Paying for Results
In comparison, SEM is basically geared towards getting more visibility in search engines either though paid search advertising (paid traffic) or free traffic. By adopting paid search advertising, the user essentially buys advertising space in the search engine results. In this strategy, instead of attempting to rank higher in the searches and get free traffic, the user pays so as to appear at the top or in front of the searches. Google AdWords is one of the most popular advertising agencies used for paid search advertising. Your ads will appear in the Google search results and you will only be charged for the clicks on your ads and hence the name – Pay per Click (PPC).
Difference in Timeframe
The main disadvantage of SEO is usually its speed. Whereas other SEM styles tend to get results instantly, using a purely SEO driven strategy is bound to produce delayed results. This is mainly because it does take some time before crawlers go through the website pages and indexes them accordingly; this becomes even more pronounced if you are constantly changing the content of your pages.
SEM is a very broad topic which covers a lot, and SEO – even though is the most important aspect – is just a part of the much larger online marketing strategy that a business should adopt. If the business has limited resources then SEO would be the best option to go for but if the business is keen on fast results and is not so constrained financially then the full suite of SEM techniques are bound to provide instant results.