Competition in search engine optimization and in traditional forms
of marketing has one special thing in common. You are jockeying to
occupy the most valuable real estate, in this case, in the online
environment. What is the value in that particular online real estate?
How much that space is worth can depend on your market, your market
share, the actual number of searches for that term every month, as well
as the click through rates for your keywords.
Old Fashioned Marketing versus SEM
If anyone thinks traditional marketing is more effective than search engine marketing, they have very little grasp on the nature of search, the empirical data one can use to measure success, and the dramatic difference between the potential customer in traditional marketing compared with search marketing.
The way company's used to market, and the way some still do today, focuses on interrupting the potential customer. After a busy day at work, you sit back and relax while watching your tv show that you've been looking forward to all day. Then, in the middle of a great scene, there is a break for a commercial. If you have not skipped through the commercial on your pvr, you may watch it with a kind of fog over you. In other words, you might go into "tune out mode" and then focus again when your program returns. Traditional marketing is like throwing out a big net into the ocean. You may catch a lot of fish, but you might not catch any. And you only have 30 seconds to do it in the case of tv ad buys. And when the opportunity arises to make a purchase in their product category, those advertisers are hoping that their interruption ad resonates and causes you to select their product out of the many that are available.
Now compare that to customers who are looking for you through google. These people are engaged. They are motivated to look for your product or service. These potential clients may even have their credit in hand at their computer or smartphone and are all set to make a purchase. In either case, they are much further along in the buying cycle than the consumer who was earlier targeted by a tv ad. The really special thing, is that when they do enter your site, you can find out where they came from, what type of device they were using (smartphone, tablet, or computer), where on they page they were looking, how long they stayed and so on. The amount of actionable data you can gather is astounding.
Better Keywords Bring Better Visitors
The proper keyword research is the foundation of any search marketing campaign. You could end up doing tons of work and not really achieving anything meaningful if you have chosen poorly. You may be showing up number one for "banana lollipop making ideas" but if this search term is, for all practical purposes, never actually searched, then you are in for some disappointment. Doing the proper keyword research takes time, patience, and understanding of where you want to focus your efforts. It also takes a keen eye to step back and have a birds-eye perspective of your overall strategy and how to implement and execute that strategy.
Where to focus your keywords? Highly competitive words may not be the best place to start. They take longer. You'll have less data to review. And it is easy to get discouraged if you are new to search engine marketing.
If you do decide to tackle the big tough keywords at the beginning, make sure that you have some less competitive words in your basket so you can get a sense of what is working and what is not working much faster. Naturally, there are risks to seeking out only the most competitive terms. That includes the length of time required to see a return. As well, you may not be able to distinguish the signposts along the way. Gaining the proper perspective to evaluate what is working and what needs changing can be costly if you have not run a large volume search marketing campaigns in the past.
And this is one the key factors in securing a reputable company that manages seo campaigns.
About the Author:Old Fashioned Marketing versus SEM
If anyone thinks traditional marketing is more effective than search engine marketing, they have very little grasp on the nature of search, the empirical data one can use to measure success, and the dramatic difference between the potential customer in traditional marketing compared with search marketing.
The way company's used to market, and the way some still do today, focuses on interrupting the potential customer. After a busy day at work, you sit back and relax while watching your tv show that you've been looking forward to all day. Then, in the middle of a great scene, there is a break for a commercial. If you have not skipped through the commercial on your pvr, you may watch it with a kind of fog over you. In other words, you might go into "tune out mode" and then focus again when your program returns. Traditional marketing is like throwing out a big net into the ocean. You may catch a lot of fish, but you might not catch any. And you only have 30 seconds to do it in the case of tv ad buys. And when the opportunity arises to make a purchase in their product category, those advertisers are hoping that their interruption ad resonates and causes you to select their product out of the many that are available.
Now compare that to customers who are looking for you through google. These people are engaged. They are motivated to look for your product or service. These potential clients may even have their credit in hand at their computer or smartphone and are all set to make a purchase. In either case, they are much further along in the buying cycle than the consumer who was earlier targeted by a tv ad. The really special thing, is that when they do enter your site, you can find out where they came from, what type of device they were using (smartphone, tablet, or computer), where on they page they were looking, how long they stayed and so on. The amount of actionable data you can gather is astounding.
Better Keywords Bring Better Visitors
The proper keyword research is the foundation of any search marketing campaign. You could end up doing tons of work and not really achieving anything meaningful if you have chosen poorly. You may be showing up number one for "banana lollipop making ideas" but if this search term is, for all practical purposes, never actually searched, then you are in for some disappointment. Doing the proper keyword research takes time, patience, and understanding of where you want to focus your efforts. It also takes a keen eye to step back and have a birds-eye perspective of your overall strategy and how to implement and execute that strategy.
Where to focus your keywords? Highly competitive words may not be the best place to start. They take longer. You'll have less data to review. And it is easy to get discouraged if you are new to search engine marketing.
If you do decide to tackle the big tough keywords at the beginning, make sure that you have some less competitive words in your basket so you can get a sense of what is working and what is not working much faster. Naturally, there are risks to seeking out only the most competitive terms. That includes the length of time required to see a return. As well, you may not be able to distinguish the signposts along the way. Gaining the proper perspective to evaluate what is working and what needs changing can be costly if you have not run a large volume search marketing campaigns in the past.
And this is one the key factors in securing a reputable company that manages seo campaigns.
Visit Vancouver Internet marketing blogs here . If you are interested in learning more about SEM, visit adwords campaigns here.
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