1. Search marketing is all about finding, accessing and realising the benefit of your online market.
Using SEO and PPC you can attract relevant traffic to your website by increasing your visibility on major search engines.
2. Search Marketing is only half the story.
Successful search marketing will get traffic to your site, that’s only half the challenge. What happens when traffic gets there? If bounce rates are high (i.e. visitors are leaving quickly), then your search marketing efforts are wasted. Your website needs to draw people into relevant content so the time spent on site increases. You also need visitors to take positive action, like sign up for news, make a purchase, register an enquiry, request information, download a brochure or at the very least, give them a reason to come back and visit your site.
3. Search marketing is completely traceable.
Through a combination of measurement tools you can track where traffic is coming from and what they are doing on your site once they’ve found you. This enables you to go through the process of adjustment and monitoring in order to increase results month on month, or at the very least maintain a good consistent level.
4. Search marketing is an ongoing process.
Google changes its algorithms 200 times a year and the online behaviour of your market evolves. Your search marketing campaigns need to continually adjust to reflect these ongoing changes. As soon as you take your finger off the pulse, results will be affected.
5. Search marketing isn’t about direct traffic.
Direct traffic is classed as people who are searching for your company directly. If they already know your name and are typing this into a search engine, then you have already reached them via another route in order to make yourself known.
Search marketing is about capturing relevant traffic which is using relevant search terms, not a direct search for your company or product name.
6. Search marketing pays to be specific.
Particularly if you are paying to capture this traffic via PPC. You don’t want to be paying for clicks from people who aren’t really looking for what you are selling.
7. Search marketing isn’t a waste of money.
With the right research up front, you can quickly establish your online opportunity. The cost per click and estimated ROI based on your conversion rates can both be calculated, giving you the complete picture before you decide to go ahead. If the sums don’t make sense, then don’t do it and you haven’t wasted your money.
8. Search marketing is a science.
You need to have your finger on the pulse of the internet, you need to know how to write copy for search marketing (very different to other forms of copywriting), you need to know how to use the measurement tools, you need to know how to analyse the results and extract meaning from the reams of data the measurement tools produce. If you want results, then it pays to use a search marketing professional.
For all the answers on search marketing, then contact i.e. We provide web research packages from £499 and managed search marketing campaigns from £160 per month (excludes VAT and the cost of advertising). Call Ryan 0117 9079930 or email firstname.lastname@example.org for more information.
Posted: 07 September 2011 | with 0 comments