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Executive Summary Introduction

Search engine marketing techniques is the procedure of leveraging using search engines like google to produce website exposure for an organization. This exposure normally can be used to garner conversions in the form of sales, leads, subscriptions, downloads and any other definition of a person turning out to be a buying customer. This intent-based advertising may be the core of Search Engine Marketing that comes down to the best return on each marketing dollar spent.

Fundamentals of Search Engine Marketing

At its core, Search engine marketing techniques leverages user intent by optimizing a natural or [url=http://www.mxitcms.com/abercrombie/]abercrombie milano[/url] paid search listing around that specific user's intent. Instead of blind placements on billboards, mass mailings, and so on, Search engine marketing techniques serves up specific advertising via ad creative or search listing based on exactly what the user is really searching for.

The premise of Search Engine Marketing will give you the most relevant result [url=http://www.mxitcms.com/tiffany/]tiffany outlet[/url] after a keyword totally entered, as a title, description, and URL, whether it's organic or paid. There's a lot more control over these factors, referred to as "creatives" in paid search, but search results allow some customizing because well. Depending on the relevance of your listing and just how well it matches towards the intent they have in mind, they will chose to either click-through for your site or not.

Why Search Engine Marketing?

Search Engine Marketing, as an marketing and advertising channel, keeps growing its national and international reach and offers businesses and consumers the first true worldwide platform to work. Industry statistics continue to show that more advertisers and individuals are searching to buy and sell what they need.

o In a study done by Pew Internet & American Life Project from 2000 - 2005, using search to find information ended by 90% of online users in america. The dpi arrived second to only Email users at 91%. According to March 2007 data from Neilson/Netratings, about 209 Million people in the US have access to the internet, meaning about 188 Million of these use search engines regularly.

o According to a statistical survey done by Hitwise in March, 2007, of the top 20 most popular websites on the internet, 18 of which are wholly owned by search engines like google. These websites replace with 26.85% of website traffic on the internet. They range from the search, Email, music and social media industries. The lone exceptions being eBay.com and Wikipedia.org. Of these top 20 websites, the Google, Yahoo, AOL and MSN contextual, image and video search interfaces make up for 14.23% of website traffic.

o Inside a scientific study conducted by Eyetools and Enquiro, the top three organic listings are viewed 100% of the time. The lower positioned listings get incrementally less attention the following: rank 4 (85%), rank 5 (60%) rank 6 & 7 (50%), rank 8 and 9 (30%), rank 10 (10%). In that same study they found that the very best paid search listing is viewed 50% [url=http://www.thehygienerevolution.com/barbourparis.php]barbour[/url] of times, with lower positioned listings getting incrementally less attention the following: rank 2 (40%), rank 3 (30%), rank 4 (20%), rank 5-8 (10%).

o Based on comScore data from February, 2007, Google is the leading search provider in volume with 3.3 Billion searches monthly. Yahoo scores 2 Billion, MSN: 730 Million, Ask: 348 Million and AOL serves 338 Million. These statistics reveal that the 5 major search networks were responsible for over 6.7 Billion searches monthly or about [url=http://www.rtnagel.com/airjordan.php]jordan pas cher[/url] 35.6 searches per user.

Features of Pay Per-click Marketing

Pay [url=http://www.mnfruit.com/louboutinpascher.php]louboutin pas cher[/url] Per-click advertising works by charging the advertiser a set auction price they establish for every keyword. Each time that ad is clicked, the advertiser pays that set [url=http://www.mnfruit.com/doudounemoncler.php]moncler[/url] amount. PPC advertising has both distinct advantages, which at the same time can be considered shortcomings, over search engine optimization and other forms [url=http://www.mnfruit.com/airjordan.php]jordan[/url] of interactive and traditional marketing.

Advantages:

Being the latest and greatest in interactive and on-line marketing, PPC advertising offers guaranteed placement, complete transparency and analysis down to a very granular level. By using built-in search engine tools, commonly available [url=http://www.mquin.com/saclancel.php]lancel[/url] analytics, and tracking techniques, the marketer can track when the ad was clicked, how much they paid for that click, what that user did after that click on the site, and whether that click was converted into a conversion. They are able to then take that data, analyze all of their campaign, determine how successful their spend vs. return was and make an informed decision on how [url=http://www.ilyav.com/uggsoldes.php]boots ugg pas cher[/url] to improve that effort.

Campaign-wide decisions and changes can be made by quickly analyzing a set of data and creating a few simple clicks with PPC thus giving it a distinct advantage over any other type of interactive media.

Shortcomings:

Since it is now considered mainstream, everyone from major international corporations to mom-and-pop shops are bidding on a single industry keywords, driving up click costs considerably. The process of losing profits on the click but using the possibility of a consumer being a lifetime value customer is known as volume bidding and is sometimes employed by new companies seeking to brand their name causing smaller companies struggling to compete.

Click fraud is another shortcoming where automated robot programs or manual 'clickers' perform erroneous or intentional hitting PPC ads with no intention to see the website or buy something.

Another issue is trust: the users that are conscious that they're clicking on sponsored listings tend to assume (correctly) that the website is selling them something. Statistics reveal that most searches are information-based so not all consumers will want to be overwhelmed with sales pitches on the site.

Features of Seo

Coined between 1995 or 1996, "SEO" is the procedure of modifying design, navigation, [url=http://www.gotprintsigns.com/abercrombiepascher/‎]abercrombie pas cher[/url] content and popularity of a website to improve the likelihood of ranking higher in the "organic" or "algorithmic" search results. Ever [url=http://www.achbanker.com/hollister.php]hollister[/url] since an upswing of Google in 2001, external building backlinks has become a major facet of search engine optimization. SEO has some great merits which have helped it remain on top as one of the best interactive marketing techniques around, but some from the basic facets of SEO will also be shortcomings to be considered.

Advantages:

Search engine optimization tends to be more affordable than PPC advertising in the long-run. Attaining positive results through good navigation, content and link profile takes a lot of initial optimization work however with time, as those results appear, the long-term costs tend to decrease. SEO has also been recognized to possess a slightly higher conversion rate than PPC advertising, thus increasing the return on the marketing dollar.

Organic listings generally have higher click-through volume that is an advantage over PPC advertising since you are not paying for each click. You can also use log file analysis and server-side analytics software to track the path from the user and various data points such as which keywords they used to arrive at the site, the conversion rate for organic results and project your final ROI.

Additionally, search [url=http://www.mxitcms.com/abercrombie/]abercrombie[/url] engine optimization can show recent results for long tail and obscure search queries that you have never thought about. Google statistics recently pointed out that 50% of Google queries are wholly unique - meaning 1 / 2 of all search visitors are striking the long-tail of keyword search. It is primarily the long-tail that's easy to optimize and rank well for--you just have to find it.

Shortcomings:

With seo - internet search engine guidelines, guidelines and algorithms in many cases are updated and changed. What may have worked last year may not necessarily work today making SEO an art form that's incredibly tough to keep up with.

When compared with PPC advertising, SEO can also be difficult to change once everything is in position. It might take annually or more to optimize a website to rank well for a particular search phrase. In the event that search phrase was discovered not to convert well after all that time, you can't simply change to another keyword. Changes often require collaboration between multiple departments such as IT, Marketing, Sales, Legal, Copywriting and SEO.
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