The Search Engine Marketing Dream
Search engine marketing (SEM) technology provides the free tools that could enable your business to communicate with millions of people – including your existing and potential customers. We’re here to help make sure your business capitalises on that opportunity and that your website fulfils its potential for generating leads. Search engine marketing is fraught with pitfalls and becoming an ever more complex and technical subject which may merit engaging an SEO specialist to guide you through the maze.
Ingredients of Effective SEM
In addition to attracting more traffic by improving your natural search rankings and running PPC campaigns, there are many other ways of attracting visitors to your website. For example you can generate leads by social media campaigns, video, online press releases, social bookmarking, online articles, business directories. In fact an almost endless list of potential sources of referrals.
Why Bother With SEO (Since We Can’t All Be Top)?
For any given search term (keyword), there are usually only 10 businesses that appear on the first page of Google, Yahoo and Bing. The point is that there is almost a limitless number of keywords and therefore an almost limitless number of possible results. Each set of results varies depending on what search terms are entered. That is the key – and why keywords are at the root of it all. And nobody can be top for all of them so making the right decisions is crucial. We’ll advise on which keywords could bring your business the most highly qualified leads and for which of those keywords your site should be able to rank highly.
SEM Must Be Effective
The bigger search marketing picture encompasses far more than getting to the top of the rankings and is just a means to an end. That end is usually more sales. If the volume of visitors to your site goes up but fewer of them convert into buyers (because, say, they are looking for something else) then your marketing budget may not be directed at the right audience. SEO companies can help you get the most out of your budget.
Customers Are Humans Not Search Engines
Some people argue that their customers are real people so websites should be designed, and their content written for, real people and not search engines. Whilst it is true that the principal focus should be on the human reader, these are not mutually exclusive options and the argument is fatally flawed. For any website to be effective, it is essential to satisfy the basic requirements of both. If both objectives are not satisfied then one extreme example might be that a perfectly designed website providing products that are in high demand will be worthless because nobody can find it i.e. it never appears on page 1 of the search engine results pages. At the other extreme might be a website with excellent rankings but with design and content that is so unappealing that nobody will stay on it for more than a split second.
Make sure your search engine marketing is firing on all cylinders.
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