THE NECESSITY OF SYNERGY
IN SEARCH ENGINE MARKETING
Search Engine Marketing (SEM)
SEM elements that need to be combined in order to establish the whole are:
The code and content of natural SEO, editorial search engine results are perceived to be more trustworthy and editorial coverage is 3 to 5 times more effective than advertising. Content is the most important aspect of SEM and how and why articles placed on websites, if properly created, will substantially increase rankings and traffic. A properly optimized press release will reach targeted writers and editors by allowing their filters to identify content relevant to their area of expertise.
Pay-Per-Click delivers immediate, guaranteed results and is one of the most valuable research tools available. In addition, writing targeted titles and descriptions for keywords and key phrases, and developing targeted landing pages to give a site multiple points of entry will dramatically improve PPC results. The first step of SEM is doing research; it is vital to research keywords thoroughly BEFORE designing a web site, writing web copy, creating a press release or creating other marketing and editorial materials. Email campaigns can be a powerful marketing tool as another part of the synergy mix.
Converting visitors can be managed and improved. Conversion rate is a key website advertising metric that measures how well or how badly a website is doing regardless of traffic levels. Website tracking and analytics monitor visitors’ behavior. These statistics are used to make decisions that will benefit the overall effectiveness of the website. A/B split testing increases conversion rates, challenges assumptions and solves problems. How this form of testing determines which elements on a page are helping the performance of a web page, and which are not.
Statistics show that by using SEM elements synergistically websites become more successful. Each element helps individually to push and convert a website visitor from a casual viewer to a buying customer or at least a click-to-a-positive-result. That’s called conversion. And it must be done almost instantly. That’s why design, ease of navigation and content are so critical. If a serious visitor lands on a website and is confused or repelled by the design, he will leave within about two seconds.
Studies indicate that SEO used in concert with all SEM elements is an effective brand builder and this branding effect is amplified when all elements of SEM are coordinated by the marketing team. Teamwork involves understanding the SEM elements, knowing their value and working with them to increase sales and ROI.Next Page | SEO Natural | Editorial SEO | Content, Content, Content | Web 2.0
ABOUT THE COMPANY – SEARCH–OPTIMIZATION.COM
An Orange County Internet Marketing Company
Established in 1994, Search-Optimization.com is an Internet marketing firm dedicated to making clients’ websites work smarter. That translates into more qualified site visitors, enhanced profitability and maximum Return On Investment (ROI). Our clients are medium to large sized to multi–million dollar corporations, advertising agencies, PR firms and the clients they serve.
ABOUT THE AUTHOR:
Gerry Grant CEO/Founder Search-Optimization.com, an Orange County Internet Marketing Company, has been actively involved in search engine marketing since 1994.
Additional Resources available at www.search-optimization.com.
To call is free. Not calling might cost you. SEO Services »
Call 714.556.8633 for an appointment now, or complete the Initial Website Evaluation Offer to begin the process.
