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Once you have identified the target demographic and their main dating motivation, you can start thinking about where and how you can reach them online (and not only).

If you googled marketing instruments for website promotion, you definitely came across Search engine optimization (SEO), Pay-per-click (PPC) advertising and Social Media Marketing (SMM). These are the basic digital instruments that have become so vast and complex that they require deep knowledge and experience to be successfully implemented.

But before you choose which channels you will spend your money on, let’s dive into what they all mean, how they work, and what you can expect from each of them.

Search Engine Optimization

If you’ve never heard of it before, Search engine optimization (SEO) – is a set of techniques used to promote a website and make it visible in natural search results in Google or other search engines. In other words, if you are the owner of a dating site for sugar daddies and babies, and someone is looking for the best dating website in this niche on Google, you want the website to be at the top of the search results. The technics and methods you will use to achieve it calls search engine optimization.

• Defining Your Semantic Core. In other words, you need to research and select keywords related to the topic of your site and start creating content (articles, blog posts, etc.) around those keywords. This will help search engines understand the content on your website and rank it better.
• Content is the key. The more content you create and the more consistent you are, the better chances you have to be noticed.
• Optimizing images. Speaking of content optimization, it does not only text you need to keep in mind. Images on your website could be a powerful SEO tool toopress them, make them small in size, and specify ALT tags with keywords for each image. Apart from the positive impact on your search results in general, images with ALT tags with keywords will be promoted in Google Images and thus drive even more potential traffic to your website.
• Meta-titles and descriptions. In simple words, these are the title and the short text that you see in google results for your search request. Make sure the dating software provides you with SEO tools like fields for adding meta titles and descriptions. While writing meta-title and descriptions, make sure you add the needed and relevant(!) keywords. Note: After the recent updates, Google may replace the description you’ve added to the relevant piece of content from the page, so make sure you have enough content on the page you optimize.
• UX design, navigation, and page speed. All these elements are also essential for SEO as they contribute to the user experience of your website visitors. If they get what they need fast, simply, and easily – they stay on your website longer. And if they do so, the chances are that search engines will promote your website higher.
• Backlinks. Here is where off-site SEO comes in. If other websites link back to your website or promote it, Google will see this as a sign of its reliability and rank it higher in the search results.

Later on, in this article, I’ll give some examples of dating apps and websites that combine different promotional channels successfully

There is a myth that I want to dismantle miksi filippiinit naiset ovat suuria right away: SEO is not something that you set up easily and forget. It’s a process and hard work, and if you are not ready to dive deep into it, it’s better to ask professionals to help you with some basics. For basics, I mean to make your website appear in search results for your brand name at least (yes, you still need to do some actions to make it work, it won’t show up in Google by default).