Search Engine Marketing explained
This article was prepared by a tug. Tug, is an agency of Search Engine Marketing Specialist, based in Shoreditch, London.
Search Engines have evolved into a new consumer communications and marketing. Google, Yahoo and MSN serve 213 000,000 hits "per day.
In fact, 9 out of 10 internet surfers use a search engine to begin their journey on the Internet. Therefore, if your site has no visibility in search engines, you are missing significant volumes of traffic.
Natural vs Paid Listings
There are essentially two ads the results of a search engine page (SERP): The ads natural (left) and the fee for entry (top right).
Natural listings are the results of the engine thinks are most relevant sites for your search. The ads natural consistently receive more than 70% of clicks consumers. Paid for ads are ads by advertisers, who bid on the term sought by the consumer.
The natural listings is the list of all available sites on the World Wide Web, while paying for the ads are links to advertisers willing to pay for their place, and visibility and high in the engines.
To increase the reach, advertisers can pay for ads on search engines themselves and their local programming, mobile ads and content network websites.
Pay per Click (PPC). Pay only for visitors
Unlike other marketing channels where you pay for number of people who see your ad, pay per click advertising (PPC), you only pay for clicks your ads and is driven through your site.
• 75% of users search for goods and services through a search engine.
• PPC has the lowest cost per lead compared to other methods of direct marketing.
• Pay per click advertising is relevant to what the individual seeking – the target at the right time and mood.
• Pay per click is 100% responsible.
• Advertisers can know the cost per conversion real-time and campaigns can be instantly optimized for maximum return on investment.
To get visibility in the paid advertisements, you can set up a PPC campaign for your website, or by ordering a specialist search engine marketing agency like Tug.
For visibility in the natural listings that you need to optimize your website – this is called Search Engine Optimization. Once again this is where you should order a specialized agency like Tug.
What is the search engine optimization (SEO)?
Search engine optimization or SEO as it is commonly called, is an online marketing strategy that involves designing, writing and coding your entire site with the intention allow search engines to index your site easily and effectively. The only goal and the goal is for her a rank higher for keywords relevant to business. Optimizing a website is essential for visibility on the organic or natural (Left) search results (SERP) search engine.
SEO is done in two stages, first known as on page and off page. On page involves the website itself and fundamentally evolves around the design, Construction and copy contained in the current site. Off page SEO during the development and includes campaigns creating links, news and article memories, memoirs paid directory and join discussion forums that relate to your chosen industry. This is essentially take the third exhibition of your website.
On Factors
• Keyword Mining
• Density controls Keyword
• Editorial credible
• Meta Tag script
• Clean and valid mark-up (HTML)
• Link management
Page specific factors
• Free / paid directory submission
• The article presented new and
• Distribution Press release
• Reciprocal Link Marketing
• strengthening incoming links
• Digital signatures
Use Search Engine Marketing to meet your communication objectives
Consumers who use a search engine are mainly in two sets of Mind: "Search mode" and "Ready to do / buy / Register mode. From a standpoint of marketing, they are at different stages the buying cycle.
PPC campaigns should be implemented in this spirit. different campaigns can be tailored to objectives different – for example, for the awareness and the other for sales. The campaign must be optimized for Reach, focusing on the most clicks the lowest price possible. The sales campaign to reverse must be optimized for sales volume and prices lowest cost per acquisition (CPA).
Search Engine Optimization will mainly meet your goals and traffic awareness, the campaign is centered on least keyterms wider. But keep this in mind that more research could eventually lead to a sale as the Searcher through the buying cycle. Do not forget to optimize your meta description (the description of the SERP) with the consumer in mind.
Search marketing studies Engine case:
Search Engine Optimization Case Study: commercial properties to the United Kingdom. http://ukbusinessproperties.com
Problem
• UK Business Properties launched a new property business directory 2006
• While the agency who built the site ensures it is SEO friendly, they were languishing on page 3 on Google for the most important keyword: "Real Estate"
Solution
• Tug developed a SEO strategy that emphasized the keyword "Real Estate"
• Reviewing and editing website content – Adding content pages for all regions of the United Kingdom
• Review and editing of meta
• Review and editing of code to make more spider friendly
• Directory and presentation sitemap
• A campaign links Custom building where we submitted to article directories websites and exchanging links with high PageRank sites active in parallel vertical business
Results
• Within six weeks, the site has been ranked No. 3 on page 1 of Google.co.uk
• The keyword "Commercial Property" is now drives 65% of site traffic
• They are now # 1 on Google and we are now optimizing and strengthening links to new relevant keywords
Click to Pay Case Study: Truffle Shuffle http://www.truffleshuffle.co.uk
Problem
• Truffle Shuffle is an online retailer competing in a tight business margin, retailers cons t-shirt small and large online retailers like ASOS.
Solution
• PPC campaign on Google and Yahoo.
• Avoid broad keywords, even if they can drive sales volume.
• Use only keywords very specific products related.
• Use a bid management software to set strict rules and position of ROI.
• Develop specific Creative ad relevant to each t-shirt available.
• Weekly coordination with public relations efforts.
• Concentrate only on keywords that make less than £ 5.25.
• Measurement of revenue and margins to work with accurate measurement results for each keyword weekly.
Results
• On November 07, 1949 Tug sales leads (1 or more t-shirts) at an average cost per conversion of £ 1.39.
• We achieved a 24:1 ROI (revenue / expenditure advertising).
About the Author
Let Tug help you drive more relevant and profitable traffic to your website through our Search Engine Marketing Services.
Search Engine Optimization – Research Keyword List
