If you are looking to do your search engine marketing (SEM) in-house instead of using a reputable digital marketing agency, you will require a lot of skills. SEM has many disciplines that you will need to master to get your website ranking for your chosen keywords, and it takes time to build the skills and knowledge required. Below are some of the disciplines you will need to gain experience in to run a successful marketing campaign and drive traffic to your site to increase sales.
Search Engine Optimisation (SEO) Skills
You will need to become familiar with SEO and the techniques used to make your website more search engine friendly, and you can get most of what you need to know online. The Moz Blog is an excellent free resource to read that gives you plenty of helpful information, and Google also has plenty of information you can use. However, you need to keep in mind that what can work for one website may not work for another, even when they are similar sites and in the same industry. As such, you will also need to take a trial-and-error approach.
Master The Written Word
If you read enough about SEO, you will hear the phrase Content Is King, and there is a lot of truth to this. For a website to rank, you will need lots of engaging and unique content that resonates with the target audience. You will also need to include your primary keywords in your content, and you will need to write it with the audience in mind rather than the search engines.
Optimising Paid Advertising Campaigns
SEO takes time before you will see its benefits, and to get some quick sales and generate revenue, and you may want to utilise paid advertising, such as Google PPC or advertising on social media. It is a steep learning curve to learn the skills you need to optimise and run successful paid advertising campaigns, and you can waste a lot of money in the process. As such, you may want to consider using the services of a skilled agency to show you a much better return on investment.