Search Optimization Marketing
Continued from:
Search Optimization Marketing Best Practices | SEARCH OPTIMIZATION MARKETING BEST PRACTICES FOR WEBSITES
Search Optimization Marketing
INTRODUCTION: Best Practices refers to processes that have been developed by businesses to achieve maximum results with an efficient use of company resources. This article is a start at documenting the best practices for the Search Optimization Marketing profession. We will attempt to educate decision makers in the corporate world about why SOM is critical to the success of the business and how to implement it into their marketing mix. This Paper, Search Optimization Marketing Best Practices, will evolve to include information from many sources. It will eventually incorporate web pages, blogs, forum postings and interactive content, allowing others to comment and contribute. The Paper will have lines of sight to additional content by using embedded links and will be available online as a living document. Be sure to subscribe to the RSS feed of this site to remain up to date on this additional information. SEARCH OPTIMIZATION MARKETING PLANS Many companies are so happy with their SOM results they do not implement a full search optimization marketing campaign, leaving a lot of revenue unrealized. I recommend that in order to achieve SOM best practices, a company’s marketing team, in conjunction with a specialist in SOM, should map out the full extent of what can be accomplished using all SOM “components”—while maintaining a synergy with other marketing efforts.The search optimization marketing plan should include:
- Keyword market research and analysis.
- Strategic pay-per-click (PPC) program management and media buying. The right combination can reduce per-visitor costs by up to 40%. Directory submissions.
- Website redesign that includes usability and conversion analysis
- Natural search engine optimization–the most cost effective method of quickly increasing revenue.
- Analytics and ROI tracking to identify the most effective search engines, phrases, and keywords that allow you to track campaign activity and results in extraordinary detail.
- Powerful, interactive email campaigns that capture your target visitors’ permission to send additional information.
