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E-marketing and optimising your website for online promotion

One important aspect of e-marketing is search engine optimising your website. This section is about giving SEO tips & advice and covers the following topics:

  • The use of meta tags
  • keywords
  • The use of pay per click
  • Use of blogs and social media
  • The use of Meta tags for SEO
  • Meta tags play an important part in Search engine optimisation (SEO) and in getting your website noticed by search engines such as Google. A great SEO tip is to make sure that the meta tags and web page title are relevant to the web page content.


    Another SEO tip is to make the meta tag description contains a small summary of the web page; it should also contain the web page title and the main heading of the web page. The search engines such as Google, display the meta description in the search results. Getting your meta description tag right is important.

    The meta tag keyword content should contain a focused key word that is used in the web page url, web page title, web page heading and in the web page content. The rest of the keywords should be contained in the web page text and be relevant to the web page topic. This way you are focusing your web page to people who are interested in your topic. This is a very crucial SEO tip.

    The page title should be the same as the main heading of the web page and be used in the web page url.

    In conclusion, meta tags are crucial for search engines to index your web page in the right category and to be found by the use of the keywords. It is also important to have a focused keyword that represents the web page topic and is used throughout the web page.

    The use of landing pages

    The purpose of a landing page is about focus and search engine optimisation (SEO). Landing pages get used to promote certain product ranges or services that need an extra push. A landing page can also be used for data gathering or sign ups to a newsletter.

    A landing page should only allow a user to do three things:

    • Buy something
    • Sign up to a newsletter or make an enquiry about a product or service
    • Click off
    • A landing page does not have any outbound links or a menu bar. The idea is to keep the visitor on the landing page. The only time that that they navigate away from your landing page is to your shopping cart or enquiry form.

    Once you have decided on how you are going to use your landing page, ie product / service promotion, you then have to decide on your geographic target market and focused keywords.

    The wider the target market is, the less likely your landing page will appear in Google search rankings; and remember you can have more than one landing page for different areas. By having the county or town in the url, in the meta tag title, in the meta tag content, as the main title on the page and in the main content will help you to get higher in the Google search rankings for localised searches.

    To complete your key search words, you should have one focused keyword that appears in the url, in the meta tag title, in the meta tag content, as the main title on the page and in the main content. The rest of the keywords can be general and must be relevant to the main content of the landing page.

    In conclusion a landing page is about focusing on a particular product or services and must have a clear purpose. Also it is very important that the landing page has clear call to action.

    Focus keywords

    Focus keywords play an important part in search engine optimisation (SEO) and getting your web page noticed. A focus keyword is a keyword or phrase that is used in the web page url, web page title, meta description tag, web page heading and in the web page content.

    If you wish to know more about focused keywords and further SEO tips & advice, I recommend the following book:

    The use of pay per click

    Pay per click (ppc) advertising or Google adwords is another way of getting your web site on top of Google, the only difference is you pay for that privilege. With pay per click you only pay when somebody clicks on your advert or Google adword.

    Pay per click is not about out-bidding your competition on the amount you pay for a specific keyword, but it is about making your ppc adverts relevant to your landing page and to the keywords you choose.

    With Google, your ppc adverts are scored according on how relevant they are to the keywords used and relevant they are to the landing page or web page that you want to use. The higher the score, the less you pay for your keywords.

    A ppc advert consists of the keywords you want to use, title, content description and a link to the web page or landing page that you want people to land on. The keywords have to be focused and present in the ppc advert title, content and the link. Also the keywords used must be in the landing page title, meta tag keywords, meta tag description, landing page title and landing page content.

    Also with Google adwords, you have to structure your campaigns according to your product or services. For example if you were selling TV’s and mobile phones, you would have a campaign for mobile phones and a different campaign for TV’s. Your individual adverts must be related to your campaign. This also helps in scoring your advert, in terms of focus and relevance.

    Use of blogs and social media

    The use of blogs is very crucial for Search Engine Optimisation (SEO) and to get your web site or brand noticed on the web. I would advise any company, big or small, to have your own blog.

    Search engines such as Google love fresh content and love web sites to be updated on a daily basis or even on an hourly basis. With blogs, you can add posts and people can then leave comments, which all helps with fresh content.

    Also with blogs, you can have RSS feeds from your blog linking into other forums or blogs. If you let other people link back to your blog via posts or articles as well, this will help with your popularity rankings.

    Blogs are also a good way of linking in your comments from your social networks such as twitter, Facebook, Linkedin, etc. Also, with certain social networks you can add in your RSS feeds.

    Social networks play an important part in website popularity rankings. It is always best to open a social network account in the company name or brand and brand your personal profile to represent the companies brand or image.

    By having a social network in the company’s name, you can seek out customers and make them friends, which will help in any email marketing campaigns that you may have planned.

    In conclusion, having a blog helps with website popularity, search engine rankings and becomes a central point for linking in feeds from your social network accounts. Also, a blog is a great a way of collecting email addresses to be used in your email campaigns.

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