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Using Search Engines to Market Your Business

Using Search Engines to Market Your Business

Search engine optimization (SEO) is the key to creating awareness for your site, business, or product. Learn the difference between paid search, free search, and Internet directories, and how to get your site to rank as high as possible in the various search engine results. You'll also learn how to write for the Web by understanding how people search for information and how search engines index your site.

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Lessons

Lesson 1: The Various Types of Search Engines and How They Work

All search engines share a similar goal -- to gather and categorize information on the Internet, understand what users are searching for, and present meaningful results to the user. Understanding how the search engines index a site’s information will enable you to better construct your own site with the engines in mind.

Lesson 2:  Identifying and Targeting the Best Search Terms

Understanding how people search and knowing the words and phrases they use is an essential first step in any search engine optimization campaign. Laying this groundwork in the early stages will guide you through your entire SEO campaign and beyond. This research will also uncover often overlooked words and phrases, and help you to determine which terms will give you the greatest chance of success.

Lesson 3: Optimizing Individual Pages on Your Web Site

Once you know how the search engines index a site and how people search for information, you’re ready to begin making changes to your own site that address both the engines and the user. Some changes are relatively small and easy to implement, while others may require more time or advanced help from your IT staff.

Lesson 4: Search Engine Optimizing on a Site Level

Just as important as optimizing individual pages, the structure, architecture, and organization of your site play a large role in how well it will rank in the search engines. Making sure that your site can be crawled and indexed by the search engines is imperative -- without it, your work on a page level could be for naught.

What You'll Learn

  • Learn the difference between the various search engines
  • Understand how search engines retrieve information and display results
  • Understand basic paid search strategies
  • Identify what people are searching for
  • Tweak individual pages of your site for the search engines
  • Discover how the information architecture of your site affects SEO strategies

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