| Search Engine
Marketing
Search Engine Marketing can be
defined as a comprehensive set of various activities involving search engine
optimization (and positioning), link management, pay-per-click management etc.
Search engine marketing is
about more than just getting top rankings in the big search engines. Search
engine marketing is about generating qualified visitors and then delivering a
powerful marketing message that will compel them to inquire or buy. For a
successful search engine marketing strategy you need to invest time to
understand your company’s business and its position within the industry. After
identifying your marketing goals, it is important to research the market to
determine the opportunities and challenges that exist for the company. The
resulting data allows you to create and implement highly customized and
comprehensive plans for achieving these goals of search engine marketing at the
best possible price.
Typical components of a
comprehensive search engine marketing plan include:
-
Keyword Identification and
Analysis.
-
Site Optimization
-
Online PR and Link
Building.
-
Pay Per Click Management.
-
Site Submission.
-
Website Conversion and
Tracking.
These methods can be used in
combination or individually to achieve desired search engine marketing success.
Keyword Identification and Analysis
It is during this step that the architectural plans for the whole search engine
marketing programme are created and the best keywords for achieving your goals
are determined. It is a three-step process that includes Keyword Identification,
Keyword Popularity Measurement, and Keyword Competitive Assessment.
Site Optimization
Web site optimization is one of the primary ways of search engine marketing and
to gain top rankings in search engines. The term web site optimization is used
to refer to the science of creating or modifying web pages in such a way as to
earn top rankings with the Internet search engines.
Online PR and Link Building
Improving one’s website link popularity is one of the most important aspects of
a search engine optimization campaign. It is also one of the most time consuming
jobs and difficult to execute. This difficulty is enhanced for commercial sites
that prefer to sell products rather than simply give away free information.
Still, since a site is probably not going to rank high on Google, Yahoo, or any
other major search engine without some decent incoming links, it is an extremely
important part of any internet marketing program. As an added benefit,
generating good incoming links to a site function as an online public relations
campaign and help drive relevant traffic to it.
Pay Per Click Management
Conceptually, Pay Per Click (PPC)
advertising offers one of the most dynamic forms of promotion and search engine
marketing ever created. With a proper bid management programme, it can provide
an ROI (Return On Investment) that out performs just about every other form of
promotion. Since you only pay when someone visits your site, you can think of it
as running an advertisement where you only had to pay for the people who read
it.
Some important benefits of Pay
Per click management are:
-
Top positions on the page
are typically reserved for PPC sponsors.
-
Traffic can often be sent
to a page other than your home page.
-
Low start up costs.
-
Quick processing time
allows it to be used for promotions.
-
Allows one to target lower
search volume phrases inexpensively.
Site Submission
Proper website search engine submission can be done once the site has been
modified based on the keyword ranking analysis. Most of your traffic is going to
come from search engines that now require you to pay a nominal fee for
inclusion. While many people complain about these additional charges, they are
later actually found to be very helpful because they limit the amount of sites
that people will submit for consideration. In essence, this reduces the
competition for your search terms, as everyone now has to pay to get the sites
visited regularly.
Website Conversion and
Tracking
The Website Traffic Analysis
process allows you to track which search engines and keywords are generating
most activity for your site. It also helps identify areas for improvement. By
hosting your site or obtaining monthly traffic reports, you can analyze
important website traffic patterns such as which search engine sends most
traffic to your site, which key words send most traffic to your site and which
other sites are diverting traffic to your site.
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