Holistic Search Marketing:

A business is only as good as its marketing strategy. Key Performance Indicators (KPI) is essential for a business to thrive in the online environment. These indicators can be categorized into ‘Online Indicators’ and ‘Offline Indicators.’ A few online indicators can be:

1. Visits: A well structured and maintained website will be visited more often by potential customers. The rates of visits on the web page contribute to the success rate of the online endeavor.

A natural search optimized website will be more trustworthy to a user than a PPC (pay-per-click) advertisement, thus increasing the ROI (return-on-investment) on the website. Although, optimizing the web pages to a natural SEO takes significant amount of time, still, the ROI and the rewards reaped through this process are extremely satisfactory. It is like paid advertising vs. public relations. The best part is about 70% of the traffic from the search results is free, Google gives these valuable clicks away at no charge. 

There are a couple of factors that work in tandem to make a website more presentable to the visitor and helps boost the page rankings in major SERP:

• Search for keywords in three ways. Use keywords you enter, your existing high clickthrough rate keywords, or any webpage URL for your search. You can also expand your keyword search even further to include pages linked to from the original URL. (Site-related keyword searching is available for a limited number of languages.)
• Keyword performance statistics. See Google’s performance statistics for your keyword results. Views include keyword search volume, search volume trends, cost, and predicted ad position.

The basic system remains the same despite these enhancements. The enhancements are:

    *  Assessing the content of the ad and landing page in relation to the user’s likely intent.
    * Assessing the keywords that an advertiser selects in relation to the advertiser’s landing page content, to confirm that they are substantially relevant to
       both the landing page and the user’s search query.
    * Trying to ensure that there is substantive content on the landing page to fulfill the user’s query.
    * Assessing the duplicative nature of content in overall search results. In cases where there may be content that is duplicated within search results (including landing pages) Microsoft reserves the right to limit advertising of the duplicate content when it lessens the user experience.