Testing the Effects of Optimization on Site Search and SEO

PMA12:54

As you optimize your entry pages to reduce bounce rates,
you will find that you may have a juggling act to perform
between external SEO and site search SEO. Depending
on your site search platform, and specifically whether it uses
spiders to interpret your site content, you may find you have
to think about your SEO pages in two different ways when
looking at on-page ranking factors.

Site search may utilize meta descriptions and keyword
tags heavily, while these play little to no role in rankings for
external SEO. If you are not fortunate enough to have
total control over your site search results and your site search
utilizes different mechanisms from external SEO, you will need
to utilize your analytics to determine which pages should be
optimized for external search and which ones should be optimized for
site search.

Site search can provide a wealth of information that you
can apply to both your SEO and paid search programs.
Site search can be utilized as a testing ground, as well as a
way to provide users coming from external search with
a quick and easy way to find other related content
dynamically as your website grows. Site search can be an
easy-to-leverageoption to allow for scalability by simply
applying some of what you know about the traffic coming
to your site and utilizing your site’s features.

Capturing and sharing data from search in real
time can greatly improve the user experience,and
can be a first step toward creating a customized
experience based on user data and interaction throughout
your web pages.

Both SEO and paid search are about driving profitability
by improving position, relevancy, and popularity.

A well-executed search campaign, be it SEO or paid search,
can significantly influence the volumes of traffic you get,
as well as your conversion rates and ROI. Your competitors
in search may not even be competitors you face in the offline
world. Online you may find yourself competing with
Wikipedia, Amazon, news andmagazine sites, and more.

In the world of search, you compete not on products,
but on words. Fortunately, today we have more
sophisticated tools than ever before to track how
competitors rank, and why they may be ranking as they do.

SEOmoz has a very useful set of tools that you
can use to research why your site and your competitors’
sites rank as they do. You can also use Majestic SEO
and AdGooRoo to further track competition for your SEO and
paid search campaigns. Monitoring your competitors will
come down to three basic tactics: monitoring those ahead
of you, those behind you, and your overall search footprint
compared to your direct competitors.

Categories: SEM, SEO

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