Advanced search engine marketing
OK so you now what you are doing, you’ve implemented
small campaigns and you now want to out perform your competition.
Advanced search engine marketing is all about increasing
your return on investment. If it’s delivering a pay
per click campaign you will want to ensure that you're achieving
a profitable cost per click. And if it’s a search
engine optimisation campaign you will want to ensure that
you have got good rankings for those very competitive keywords
that you know will drive a great deal of targeted traffic
to your website.
So how do you go about achieving this? In our search engine
marketing tools section we provide you with free access
to the SiteVisibility
SEO Tool Kit. The tool kit contains a complete collection
of search engine marketing software and tools for Research,
Ranking Monitoring, Keyword Density Analysis, Link Analysis,
Reporting, PPC bid management and ROI reporting tools and
much more. A quality SEO toolset makes all the difference
if you’re doing search engine marketing yourself!
Most users use websites for research purposes.
To be truly successful with your pay per click and search
engine optimisation efforts you need to focus on the end
goal. In most cases the end goal is a ‘sale’
but this may not take place on the website, for a number
of reasons. Most users visit websites to carry out some
initial research to help them learn about and compare product
features and benefits so that they can make informed purchase
decisions. Users who visit your website may send you an
email enquiry asking for further information or to set up
a meeting or they may phone you up to ask for a product
catalogue. There are many stages a user goes through before
he or she is ready to buy and although he or she may not
buy directly form your website, your website was the first
point of contact that customer had with your business and
therefore played a key role in helping you attract a new
customer.
You have to excel in all areas not just one
In order to win a customer online you need to be excellent
in all the key areas of online marketing strategy. Let me
explain…
Attracting the right visitors
If users cannot easily find your site on the Internet then
it is unlikely that you will attract many new online visitors.
Attracting targeted traffic can be achieved using search
engine marketing techniques, setting up links, running online
advertising campaigns, getting online editorial coverage,
being talked about in a newsgroup or forum and by following
a link form an email message. It’s important that
you look at all the various ways you can get targeted visitors
to your website and select the right tools for the job.
Although search engine marketing is a key aspect of online
marketing, it is not the only aspect and you should not
rely on search engines alone to drive visitors to your site.
Website design and content
Once you have got visitors to your site you then need to
work on getting them to browse round your site and take
action. It’s no good spending a great deal of time
and effort getting quality visitors to your site and then
have them not progress beyond your home page. A poorly designed
website with a confusing navigation structure is all it
takes to put users off and get them hitting that back button.
Bad copy with no consistent style and calls to action will
also hinder your efforts in getting a user to take action
on your site. Profitable search engine marketing is all
about being excellent in all these key areas.
