FORTE CULTURA E-Marketing-Guide

Guideline for effective e-marketing for fortified heritage 19 5.1 S EARCH E NGINE O PTIMIZATION (SEO) With SEO, you can evaluate your site for search engines and improve the position in the ranking for specific keywords. Your website should achieve the best possible placement in search en- gine ranking. The higher it is presented for the relevant keywords by the search engines, the more users you will be able to welcome on your website. In order to do it, you must understand how search engine algorithms work. Search engines of course do not share a lot of information about how they work and they refine their search and evaluation routines constantly to prevent abuse. However, there are optimization methods that bring proven success. For this you have to edit and optimize your website content, structure and programming for the working methods and evaluation algorithms of search engines. These measures are called on- page optimization. Important approaches include the review of: domain name website structure menu names headlines texts media (image, audio, video) meta tags and descriptions access time average time spent on the website The main evaluation criterion of search engines and also users is of course the content. You need relevant texts, clear and unambiguous headings, images, videos and links fitting to the sub- ject. The entire presentation must remain authentic and appealing. Users who do not feel attracted and receive no relevant offering to the search terms entered, leave your site within seconds. Therefore, search engines measure, among others, the very important indicator which is average time spent on the website. Keywords are the most essential element in search engine marketing, both in SEO and in the SEA. The choice and use of your keywords largely determines the ranking of your website. Make sure that you use them often enough in your own texts, headings and captions. Search engines will just filter these keywords and classify them with respect to the rest of the content. Also look at your website structure. Do not pack your homepage with all keywords you want to be found for. For this purpose you should build sub-pages, landing pages with content tailored for specific keywords.