The Common Goal Of SEO And Paid Search Advertising
The goals of both Search Engine Optimization (SEO) and Paid Search Advertising are geared towards the same direction. Their services aim to help convert a quiet traffic stream into a busy information highway. This means new clients on a daily basis due to increased traffic and visibility.
Search Engine Marketing
Search Engine Marketing (SEM) definitely refers to both advertising and optimization methods. Internet advertising to most marketers is primarily about having control over position, keywords, listing copy and visitors’ landing pages. Optimization, on the other hand is about coming up with a website design that can easily be crawled, indexed and well-ranked by major search engines.
There are several types of SEM services including search engine advertising, paid submission for directories, search engine optimization marketing and aggregators marketing. Search engine advertising includes the Paid-For- Placement (PFP) or the Pay-Per-Click (PPC) program as well as contextual advertising. A placement on the result pages of the search site and within its distribution network is guaranteed upon payment. The key factors of this type of advertising are keyword research and selection, bid price, effective ad copy and traffic landing pages.
Paid submission actually applies to directories. In this type of marketing program, the website owner pays for a human based review of its site although inclusion is not always guaranteed. The site is usually included from 7 to 14 days depending on the directory. The success of paid inclusion is largely determined by the selection of the category as well as the title and description of the business.
Search engine optimization aims to produce organic and natural results through the design and creation of spider-friendly websites. It is basically a science of keywords placement, content enhancement, site structure and link popularity campaign that is expected to maximize the probability of attaining top ranking. It is considered the heart of all SEM campaign notwithstanding the fact that more and more business developers tend to forget its importance. Although it is not impossible to achieve very swift results, an optimization process usually takes a few months to have its goal realized.
The aggregators or price engines have made it a lot easier for online shoppers to get the information they need about required products and their associated price. They are able to offer a broad range of pricing and features. Chances of success are maximized through pricing strategy, product availability, product description and shipping rates.
Online businesses are facing tough decisions on setting a budget for online marketing specifically for organic search engine optimization. Paid advertising is very much in demand which accounts for quickly eaten up budget. More often than not, depleted advertising budgets are readily remedied by providing a new budget. The same cannot be said for SEO budgets as campaigns tend to end as budgets are exhausted. SEO is apparently not getting the respect it deserves since the success of organic optimization is a lot more difficult to measure. The real value of the keywords that make the rank will be better seen as more improved and cheaper analytical tools become available.
Statistics would show that there are at least two offline sales generated for every online sale that occurs. Research reports reveal that a large percentage of searchers complete their purchases in offline retail stores. This is considered a direct result of their search activity.
Telemarketing and other forms of leads generation have been sending signals of a saturated market. This has prompted many companies especially the manufacturers to turn to the web to get new leads. Finding a prospect usually starts with a paid search strategy which eventually evolve into SEO. Maximum results are obtained from the combined strategies only if companies commit to make SEO a part of their long term marketing strategy. The ultimate measure of success of Search Engine Marketing is generating leads and closing sales.
The Search Environment Under SEM Strategies
Majority of the marketing budgets from small businesses are dominated by paid search. The smaller a company is, the higher its reliance on paid search and the higher the percentage of total spending. SEO is quickly overtaking spending on banner ads for manufacturers as focus is shifted to training existing web team staff and education on the creation of content that is optimized for search engines.
The first half of 2006 can be considered a period of expansion, growth and significant change in search marketing. Never have there been as many online options available to advertisers and their agents like now. Search has become a part of the mainstream marketing consciousness, but there remains much room for innovation and invention. This development has presented a dilemma for the traditional search marketing sector.
There are at least three major search related marketing venues existing: the traditional organic search results, the paid search advertising market and the social networking sphere. Each of these venues use some form of search as a distinctive guide towards finding information while a tremendous amount of integration and interaction exists between them.
The SEO sector is being overshadowed by the PPC market and at the same time being challenged by social networking. Major search engines constantly strive to improve and innovate on methods that would correctly rank web documents. This is the very reason for the fundamental changes seen in organic search engine optimization.
SEO focuses on a myriad of on-site and off-site issues such as hosting, link acquisition and competitive research. An increasing number of applications are being added for organic search results. The dozens of on-page elements which SEO works on makes it more complicated due to the time involved. However, fresh and focused content remains the single most reliable element of a successful website.
Paid search advertising has been experiencing a rapid growth as a sub-sector of the industry, propelling Google and Yahoo! to the front of the pack. It continues to undergo several forms of expansion to allow more and newer options for advertisers. The distribution of paid ads to third party web properties is a very interesting aspect of paid search advertising. Click fraud detection and advocacy is closely associated with this particular venue.
The social networking atmosphere is touted to be the most fluid search marketing venue. It is expected to be a preparatory step towards transition in web-interactive development. It is currently taking place in an environment that is tagged as Web2.
Danny Wirken
http://www.articlesbase.com/communication-articles/the-common-goal-of-seo-and-paid-search-advertising-69164.html
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Internet Search, Like Politics, Is Local
Local search is all the rage. At the 2007 Search Engine Strategies event in New York City there were presentations and exhibitors touting the importance of local search strategies and tactics.
It’s like the presenters and exhibitors just discovered that people are really mostly interested in finding products and services nearby.
I guess what’s really going on is that finally technology, or its application, has caught up with what people really want Internet search to do for them.
I use Internet search for everything – especially local! We haven’t had a copy of the Yellow Pages (or white pages) in our apartment since we got high-speed access.
We Google directions to the Gap across town. If a movie is playing in Brooklyn we Google directions to the theater and buy the tickets online – so we can get in after we make the trek.
As a user we know all we need to know about local search. We type in what we want and where we want to get it and bingo – here it is and a map’s included. It just doesn’t get any better than that.
So, what’s the big deal for business owners when it comes to local search in 2007?
It’s leveling the field – putting the Main Street Companies we love doing business with right up there with their big box rivals.
How’s that possible you ask? Well, here are three simple ways to maximize your over all search results using a local search focus.
Differentiation:
What makes your company different? What are the local aspects of your business? That’s how you differentiate yourself from your competitors. Local search ads and placement provide the opportunity.
Would you rather eat spaghetti at a local franchise of a national chain or a locally owned Italian restaurant that’s supported the community since 1963 – who supplies pizza for the area football team parents night and whose grand daughter won the state’s citizenship award competition?
We do business with our friends. Local search provides us with the information we need to do so.
Reach Buyers When They’re Ready To Buy:
Let’s say I was looking for a health club membership to begin addressing my 2004 New Year’s resolution. OK, so I’ve put it off a bit – but now I may be ready, so what’s my number one criterion?
Location. It has to be as close to me as possible – so I’ll be more likely to show up.
I may have been introduced to a certain company via their TV commercials. In our many walks around the various communities in New York I may have passed dozens of their health clubs. I may even know people who have a membership at one of them and swear by it.
But if I’m going to join one – it has to be in my neighborhood.
So I go online, do a local search, and find that they have a brand new heath club only a few blocks away. They even have printable coupons for various membership types. I’m doomed – my last really good excuse is gone.
Leverage All Your Touch Points
If your online goal is to simply drive people physically into your place of business you can provide them with directions to your place, a map, when you’re open, etc. with your local search strategy.
Perhaps more importantly you can offer your customers additional options for doing business with you – which they did not know about.
Let’s say you sell cement to contractors and homeowners. Your customers get it delivered to the job site or in their driveway – most of the time. No one ever comes by, even though you have people working there twelve hours a day seven days a week.
Local search can be used to tell people that you’re open in case they need to pick up a few extra bags of Quickrete over the weekend. Or they can place an order online or on your 24 hour a day voicemail for next day delivery.
Effective local search tactics reaches local searchers when they are ready to buy – with every way that it is possible for them to buy from you.
At the Search Engine Strategies event the experts told us to adopt a search marketing strategy that has global reach (hey, you never know), regional implications, and connects with our local buying audience.
How is that possible? Let’s take a top down look.
National Campaign:
For most companies this is best left to their manufacturers. Let General Motors create the buzz, show the new models, pitch the extraordinary value, and the environmental friendliness of their vehicles.
Let them do national TV and spend a bazillion dollars on search engine optimization, just push them to link to your company while they’re at it. Hey, it’s their brand; so let them do the branding.
You spend your money and energy with actions that result in sales for you.
Expanded regional Area Keyword Search:
There is an Auto Mall on I71 North of Cincinnati. I bet the dealers there sell most of their vehicles to folks who live north of downtown all the way up maybe 25 to 40 miles north of where the Mall is located.
People living a little farther north of that line may turn right when they get on I71 and head toward Columbus. People south of downtown Cincinnati cross the bridge into Northern Kentucky. On the east side of Cincinnati there is at least one huge Auto Mall siphoning off potential business as well.
Out of area local search can target these buyers telling them to come by your dealership for a comparison before they buy. If they do you guarantee to make it worth their time.
Tell them how long it will take on I275 from different parts of the metro area. And if they buy a new vehicle you’ll give them an extra $500 off if they live more than so many miles away. You get the idea.
What’s it worth to your business to increase your traditional marketing area by another 25 miles in every direction?
Local Relevance Promotions:
Don’t forget the importance of dominating the market you’re already in. A local search marketing strategy will help you solidify your base with a reminder that you’re still there.
As a local business owner you are sought out by every community endeavor for your support. Local search provides an opportunity improve on your local relevance – why people should support your business. Local search gives you a chance to remind people of your commitment to them.
As with the Italian restaurant – I’ll pay more money for new tires if given the chance to buy them from the nice people who sent the local high school band to New Orleans to play in the Sugar Bowl parade – even if it was a decade ago.
Compare that to saving a few bucks from a giant store where I am just a number and actually had to be there before 10am to qualify for the special price anyway.
Here are three things to keep in mind when considering your local search marketing strategy.
What do you really want?
How far can you haul gravel and still make money? How far can your service technicians travel and still at least break even? Do you simply want to dominate your traditional selling area or do you see local search as a way to gradually and systematically expand you company into a wider and wider area? Knowing this will help you when it comes to budgeting the resources required.
Who’s willing to help you?
Will you highly respected manufacturer link to you in a way that helps raise your status with the search engines? Or will other companies join you in an effort to build your presence online collectively? Consider the Auto Mall – there must be a dozen of more dealerships all in one place. Working together with ad buys and pooling resources to hire SEO experts will benefit them all.
What’s your budget?
Where’s the money going to come from – your major distributors, your manufacturer, our your wallet? What’s your stomach for online advertising? Do you have the people and the interest to do pay for performance ads? Or do you feel more comfortable with the idea of doing whatever SEO you can do easily, buy ads on a fixed rate basis like in the Yellow pages – and move on?
What it all boils down to is what’s important to you.
For some maybe reading this article is enough. When they do whatever marketing and/or advertising they do in the future they’ll factor some of these thoughts into their decisions.
Others will want to know more, this will have opened their eyes to some real possibilities they are missing – stuff they want to be doing before their competitors start doing them.
Wayne Messick
http://www.articlesbase.com/advertising-articles/internet-search-like-politics-is-local-138202.html
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Local Search Marketing – Local SEO
visit: ThinkLocalSearch.com and Get listed on page 1 of search engines for your local business. Think Local Search is a Local SEO service for small and local businesses to gain valuable exposure on search engines when customers search for their services. Try our service month to month with no contracts or long-term commitments and be backed by our 90 day guarantee!
Duration : 0:1:6
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Matt Cutts (@mattcutts) Google’s SEO Report Card
Ignite SMX West (3/2/10) was the first Ignite at an SMX (Search Marketing Expo) and appropriately enough, we had a special edition “search” lineup of speakers made up of the who’s who in the search industry today. Must see bite size bits of search enlightenment and pure awesomeness for all search geeks.
Duration : 0:5:13
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(seo tips) | (seo tools) | (affordable seo)
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(seo tips) | (seo tools) | (affordable seo)
10 of the top 52 SEO tips
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Website Grader Gives Out Free SEO Tips
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10 SEO Tips
Discover how to get higher search engine rankings with these 10 SEO Tips. Find out what you should put in the keyword and description meta tags.
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Thanks for the free honest SEO tips not only for bloggers but also for webmasters and web ….. Now that was a superb collection of SEO tips for a blogger. …
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While Google doesn’t have relationships with any SEOs and doesn’t offer recommendations, we do have a few tips that may help you distinguish between an SEO …
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Top 10 SEO tips presented by award winning Search Engine Optimization SEO Expert Steve Wiideman, offers his free SEO eBook recommends search marketing …
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Expert SEO Tips – Search engine optimization tips from expert seo, latest seo tips and tricks, seo tips techniques, useful seo tips and latest seo tips, …
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Duration : 0:10:0
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Top Ten Free SEO Tools – Webinar Overview #7 of 7
This video excerpt explains what you can learn in my SEO training class. The class proceeds from keywords to page tags to links to analytics. If you are interested in your own search engine optimization or search marketing strategy, this class teaches you how to get to the top of Google, Yahoo, or BING.
Duration : 0:5:0
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How Local Search Marketing works | Local SEO Tutorial
http://www.LocalInternetMarketing101.com for more information on how to get your small business business on the first page of Google. Step by Step Tutorials
Duration : 0:6:52
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affordable small business seo – SEO – Search Engine Optimization Services
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We are a company that delivers results to diverse businesses all over the world. We can assist you in getting your business out in the forefront on the Internet by offering Web Design and copywriting that utilize SEO. By creating and using just the right keywords in strategic places you will no longer lag behind while other businesses zip right by you. You’ll be one of the top ten results to come up when people request your product. By signing with us, here at Be Global, you’ll find your profits soaring and your products coming into demand simply by being one of the first results to come up on Google.
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Duration : 0:0:49
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Total Internet Exposure – Off-Site SEO – 1
This is the first video of an SEO training series for beginners in Search Engine Optimization. This series is brought to you by AJS Promotional Media (1-888-RANK-888) and TopRankTactics.com. This video summarizes the subjects covered in the series entitle “Total Internet Exposure”
Duration : 0:6:50
Categories: Off Site SEO Tags: Internet Marketing, Search Marketing, seo, Top Rank Tactics, Web Promotions
