Do's and Don't in Search Engine Marketing
The Basics Without Wasting Money and Get The Search Engine Position You
Internet Marketing is one of the most important business decisions that
companies are making today. Using effective search engine campaign
solutions, companies can add new revenue streams that were previously
unavailable. People use search engines to find solutions to their problems.
In recent years, Search Engine Marketing has seen triple-digit growth,
gaining both more efficient opportunities for marketers as well as serious
steam from millions of users.
Research shows the online search industry is
expected to reach nearly $7 billion in worldwide revenues by 2007.
Searching online is the most efficient way to find products and
information, and simultaneously the rise of search is the best way for
advertisers to find and acquire customers.
Getting results remains complicated, demanding close monitoring and
measuring. To make the most of marketing through search engines, here are
options to consider as well as five common mistakes to avoid.
Search Engine Power:
The idea, of course, is that you figure out which
keywords your customer use to search for the products or services you
market and then submit those keywords
to search engines such as Yahoo or Google. When customers input the
keywords, your site is prominently displayed in the results, leading to
better sales or exposure.
One step up from free or organic search engine marketing is
Search Engine Optimization. That can include
paying to influence the outcome. The more you bid per
keyword, the higher the engine guarantees to place your site on the
Typically, engines bill on a pay-per-click
or cost-per-basis. You're charged only if and when a customer clicks on
your link. Pricing varies, depending on
keyword and categories. Paid search is an incredibly efficient way
to bring in sales leads. But you must efficiently outbid your
competitors, who also pay for ranking, or you're throwing away money. The
goal is to pull only customers who want what you sell.
Targeting the Results:
A recent phenomenon in Search Engine Optimization
is an innovation variously called relevant paid search, or contextual
advertising or content-targeted advertising. It moves the sponsored link
off the results page and onto sites themselves.
Instead of paying for placement on a results list, you pay engines to
place your listing on pages on content related to your products. You can
now target customers at the very moment they're interested in learning
about the wares and services you market.
Search engine marketing can:
- Boost brand profile or gain industry exposure
- Acquire new customers (unknown market share)
- Increase traffic, which builds advertising or affiliate revenue
- Generate leads for follow-up calls
- Advertise offers or sales
- Generate publicity
- Market offline products or events
- Increase or launch online sales
Avoid Engine Trouble:
Next, gear up your Search Engine Marketing campaign, but avoid these
- Killing it with your keywords: The worst mistake markets
make is slicing and dicing their
keyword too finely beginning on Day One. Often, companies use
industry buzzwords that their target audience isn't using.
- Managing it all yourself: Managing rankings is a full-time
job. Staying on top of keywords,
measuring results and conversions and making sure search engines
deliver on pay-per-click (PPC)
arrangements takes technical expertise and a lot of time.
- Assuming one engine fits all: Replying only on the big,
well-known engine limits your placements. The most common mistake is
throwing too much money at one method, one search engine or one
message. Instead, budget your money
to develop a distinctive set of messages and use a combination of
search engines to successfully reach customers.
- Giving up too soon: Make sure your expectations are
realistic. Search engines may take up to eight weeks before listing
your site. Paid listings go up more quickly, but also take time. You'll
need to fine-tune the right package of
keywords, engines and pay-per-click
(PPC) or paid searches. Stay with it and you'll be rewarded.
- Blinded by the site: If your pages aren't
optimized for search engines, all the right
keywords in the world won't get you results. A frequent error is
that the home-page floats, say, because of a splash page or a recently
redesigned page left unlinked to other pages. If that's the case, the
engine won't scan all the relevant pages.
On the flip side, owners sometimes try to cram too many
keywords onto the home page itself. But when a search engine reads
hundreds of different words, or phrases on a page, it doesn't know what
that page is really about, and the page won't get ranked high for
anything. It works much better to
all the key pages on a site for one or two different search terms.
There is no 'one size fits all' Search Engine Marketing solution. Your
company is unique and so are your online marketing goals. We create a
Search Engine Marketing Campaign to achieve those goals, whether through
Search Engine Optimization, Paid Search Engine
Advertising or a combination of both.
At ALLSTARS B2B Marketing, search engine marketing (SEM) is not just
about top 'search engine rankings' or 'search engine traffic'. It is
about search engine traffic that retains at your web site.
Click here to discuss a Search Engine
Marketing solution for your Web site, or call:
(281) 829.0223 or firstname.lastname@example.org