Small Business Approach to Integrated Search Engine Marketing
searchengineguide.com"Search combined with marketing equals SEM or Search Engine Marketing. SEM is a combination of the following tactics: natural search engine optimization, pay per click advertising and paid inclusion..."
A few points of interest:
"Natural SEO – Ah, the natural way. Do not place all of your attention on paid search just because your search engine optimization efforts have not succeeded as you’d like. Go back, discover your customers through web analytic tools like Urchin or Clicktracks. Find out how they came to your site. What terms did they use? What terms converted to a sale? What terms are you not currently optimizing for? Then create topical pages specific to these terms. Natural SEO should be your long-term goal; it is free leads."
"In terms of the search cycle, it is best to focus on the linguistics logic of the early-stage compared to the late-stage as in the following example:
Laptop – Discovery stage
Laptop Reviews – Researching and exposed to advertising
Cheap Laptop – Closer to buying stage and focused on pricing as purchasing factor
Apple iBook 12” $999 – Focused search, ready to buy "
" Pay Per Call – Supporting your local search advertising campaign will be Pay Per Call. This tactic, developed by Ingenio and provided by Findwhat and soon to be AOL, offers the ability to target ads to business-specific categories, exposing searchers to your ad with a 1-800 telephone number. Potential customers’ calls are redirected through the Ingenio hardware and software to your business. The average Pay Per Call will be around $2.00, but the interactive nature will offer smaller businesses a better sales opportunity. Look for this to grow in 2005."
BJ Cook Concludes: "Search can no longer exist alone. Understand the dynamics of search, email, display media and your customers. Use your website as a valuable tool for understanding your customers and potential customers. Are they in the discovery phase or buying phase? Natural SEO is your long-term goal for search engine marketing. Use PPC and online press releases to highlight promotions and offline advertising. Think of it as one unit, providing you with the most cost-effective means to an end."
posted by Jen @ 6:39 AM
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