It's in our genes, we're driven to seek. We 'hunt' for food, homes, partners, jobs and lately ? with the advent of the Internet ? information.
Even in the early years of the Internet, before it evolved to include Web browsers, there were text based search engines. Back then they had funny names like Archie, and Gopher. It was only later, when the graphical browser was invented, that searching became much easier and accessible for the rest of us.
The concept behind Search Engine Marketing (SEM) is quite simple: when a consumer or business person searches the Web through either a text box or by clicking through a directory hierarchy, they are in "hunt mode." This mode is unique because it indicates that the person is looking for information. Marketers understand this "hunt mode" means the searcher is probably somewhere in the buying cycle, researching a product or service to fill an immediate or future need.
It's this 'timeliness' that makes search engine results some of the best sources of targeted traffic, whether that traffic originates from "organic" unpaid search listings or paid (sponsor) advertising listings.
To leverage the power of targeted traffic, marketers must understand how to effectively use both paid and organic SEM and what they can expect each methodology to achieve.
Search engine traffic is unique because:
? Presenting your message within the search engine traffic is non-intrusive. The searching is not interrupted and your message "arrives" just when the searcher is seeking knowledge or a solution.
? Search engine traffic results from a fixed inventory of searches. To truly qualify as search engine traffic, the search must be one that the searcher initiated as a search, either by clicking a search link or by entering a search query.
? Search engine traffic originates from a voluntary, audience-driven search. This means the visitors arriving from a search have selected your listing and chosen the words that match.
Natural or "Organic" search engine marketing combines the best practices of technology, usability, copy/linguistics and online PR. This is because many search engines base their relevancy algorithms on a combination of the text they see on a page or site, combined with external elements such as links and user behaviours/preferences.
These days, Marketers can buy text-link search results on all of the top search sites. The popularity of paid search results advertising can be attributed to the search engines' need for alternative revenue sources, marketers' increasing requests for search results traffic, and the high value of the traffic generated through search results.
Unpaid (otherwise known as organic or algorithmic) search engine traffic was once fairly easy to get ? but this was before there were more than 3 billion documents competing for attention of the search engine databases!
Some marketers believe there are "tricks" which will improve the relevancy of their indexed sites. Using tricks to fool the search engines is dangerous because many of these 'tricks' result in negative relevance penalties (they actually lower your ranking score!) as the engines take measures to punish search marketers who try and manipulate their systems. Remember, site and IP Blacklists do exist and 'tricks' are one sure-fire way to get yourself added.
The good news is there are many compelling and legitimate organic search engine optimizations. Some of the best ones focus on content ? the mainstay of the Internet. Particular efforts should be focused on copy (the words), the site design (it's an artful balance between what the computerized search engine needs and what the human searcher wants), HTML formatting, and other technical considerations.
Online marketing is a proven and valuable part of an overall integrated marketing campaign. And it all begins by understanding the precise keywords and search terms your ideal prospect is using to search the Internet. Find these and you unlock the potential of the Internet.
Happy hunting?keyword hunting that is!
JAMES C. BURCHILL is a 20-year veteran entrepreneur and information technology executive who now provides strategic marketing consulting services to a select group of clients. He is a published author, a passionate advocate of technology and the Internet, as well as an avid study of classical advertising and marketing strategies (which he uses during 'Internet alchemy' experiments.) James is an expert in information and data management, Internet marketing and online networking. A self confessed 'information and technology enthusiast', James brings a wide range of valuable skills to any venture. Of singular note is James' ability to assimilate complex subject matter and produce clean clear 'easy-to-understand' messages. James has been interviewed many times and caused quite the media buzz when a client 'double-dog-dared' him to prove you can get front page coverage for $0. The details and that 'dumb stunt' are now part of EBay legend. Currently James lives in Ontario, Canada with his wife and family, their Siamese cat and one very nervous fish.
Visit http://www.JamesBurchill.com for details.
It's a marketing dream come true: A potential customer, looking... Read More
Internet users have never had it better what with Yahoo!,... Read More
Open Wordtracker [ http://www.wordtracker.com/ ] and you'll see... Read More
OK, you published your site, now you just sit by... Read More
A search engine optimization maintenance service plan will ensure that... Read More
Definition:Google banning occurs when Google removes your site from its... Read More
Everyone is looking for "secrets" about how to get more... Read More
Let's say you are writing a web site to sell... Read More
The recent patent application filed by Google details numerous items... Read More
In my last newsletter I wrote about how your websites... Read More
Google, the most popular, and many say best, search engine,... Read More
So you want to get listed on Google? And you... Read More
When Paypal's official Web site no longer ranked #1 in... Read More
The name of the game is search engine optimization and... Read More
Which SEO hat do you wear? Is it white or... Read More
I have spent some time discussing the 5 different options... Read More
As a search engine optimization specialist, I often run across... Read More
1) Title Tag ? When we're talking about SEO Technique,... Read More
Have you ever stopped to think how much time is... Read More
The top three search pages- the only place you'll be... Read More
It's difficult to dispute the rational behind the rant since... Read More
It is official, the search engine wars are in full... Read More
The makers of the world renowned search engine, Google, have... Read More
Just for a change, rather than a technical article, I... Read More
If you're a non-American business with a .com web address,... Read More
Meta tags are an absolute must from a search engine... Read More
What does all this SEO jargon mean.Have you ever been... Read More
If you read The Search Engine Showdown,... Read More
Extra, Extra Google Now Gives you feedback. By Creating a... Read More
With search engines like Google currently indexing over 8 billion... Read More
In the Guide, you have, so far, learnt how to... Read More
Seventy-two days ago Googlebot first showed up and crawled over... Read More
Once the keywords have been decided for the site one... Read More
As you surf the web take a look around at... Read More
Did you know that you can dramatically increase the number... Read More
Google Labs is currently testing Google Print, which returns results... Read More
This is part one of ten in this search engine... Read More
Oops! I meant "web content management system for windows." Do... Read More
In the first part of this series on ranking at... Read More
The recent patent application filed by Google details numerous items... Read More
Yahoo! has a developed a new concept in search engine... Read More
A good portion of my business involves spending hours and... Read More
Definition:Google banning occurs when Google removes your site from its... Read More
In the fall of 1990, the musical group Snap had... Read More
If you are one to pay attention to what happens... Read More
November 2003 might go down in history as the month... Read More
Your Website visitor reports are a goldmine of information. If... Read More
The Site Map is a too often overlooked piece of... Read More
Time is a factorTo obtain positive results is not very... Read More
As with any good web developer, the ability to time... Read More
Open Wordtracker [ http://www.wordtracker.com/ ] and you'll see... Read More
In parts 1 - 6 you learnt how to develop... Read More
If you read The Search Engine Showdown,... Read More
Good Content: The Key To Search Engine RankingWhat drives visitors... Read More
While searching the web these days, it's hard not to... Read More
Search Engine Optimization popularly known as SEO.SEO is the process... Read More
Dynamic pages and the Search Engines By Clare Lawrence 10th... Read More
If you're going to sell any type of product or... Read More
If they want to have success, companies should do everything... Read More
Part 2 Tips 4 tagsMeta tags are the descriptive tags... Read More
"The use of black hat SEO techniques are completely unethical."... Read More
Finding Targeted Keyword Phrases Your Competitors MissFinding keyword phrases your... Read More
Writing articles is all the rage these days on the... Read More
Given that Google now provides over 75% of all Internet... Read More
Let's say you are writing a web site to sell... Read More
Getting Honest With The Search EnginesI spend a lot of... Read More
Search Engine Optimization (SEO) |