In its simplest form, promotion is a tool or strategy under the marketing umbrella. The marketing umbrella covers the creation or manufacturing of a product or service, R&D, distribution, and any other elements needed to get a product from creation to the consumer. Promotion creates visibility.
Utilizing online promotion means you will be using the internet, search engines, and SEO. SEO is the process of getting the search engines to find and rank your content. You obviously want a high ranking so when a searcher (potential customer) types in a search term (keyword) your site may be one of those on that first SERP.
Marketing and especially SEO can be confusing and seem like a daunting task to undertake, but once you understand the basics it becomes less intimidating.
SEO and Marketing Definitions
1. SEO – search engine optimization: “the process of creating and adjusting website content with the goal of improving search engine rankings.” (according to Compendium.com)
2. SERP – search engine results page – the page results from a search query.
3. Keyword – “any word or phrase a searcher might use to describe or identify a desired resource on the Internet.” When using keyword in your title, it’s important to use the keyword in the beginning of the title. Rather than use “How-to-Guide for SEO,” opt for “SEO: A How-to-Guide.” (according to Compendium.com)
4. Organic Traffic or Marketing – free strategies, such as Twitter, blogging, article marketing, etc.
5. Paid Traffic or Marketing – utilizing paid/sponsored ads, such as Google adwords, etc.
6. Ranking – your position (how high up) on the SERP: the higher the better. In other words, you want to be on the first SERP, or at least within the first few pages.
7. Anchor text – linking to other websites and/or pages directly from text within your content. This strategy should be used to bring the reader to your products, to other related articles you’ve written, to another site that has useful information pertinent to your post, and/or to link to a site you’re mentioning.
Providing readily accessible information and links through anchor text will give your readers more “bang-for-the-buck.” It will give the reader a broader reading experience, and she will definitely appreciate it – this builds a relationship . . . and trust.
Using anchor text links will also help search engines, such as Google and Bing, relate your content to other relevant content, and create a target for searchers to hit.
One last note about SEO, keep your keywords simple and concise. And, often it’s of greater benefit to use long-tail keywords. These keywords may not get as many search hits, but they do get a much more targeted audience; this leaves you with less competition.
An example of a keyword might be, “allergy relief.” Allergy relief is a very generic and heavily used keyword. In order to make it more specific and hone in on a narrower audience/searcher, you might use, “allergy air cleaners,” or maybe, “remedies for allergies,” or, “allergy sinus medications.” You want to narrow the playing field.
There are free tools to test out and analyze keywords; here are three of them you might try:
http://freekeywords.wordtracker.com/
http://www.keyworddiscovery.com/search.html
http://www.wordstream.com/keywords/
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