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Search Engine Marketing
| The days of "If you build it, they will come" are long gone. Search Engine Marketing provides a dramatic ROI that is unsurpassed in traditional marketing. |
Studies show that prospective customers will become frustrated and leave very quickly if they do not find what they are searching for or if the accuracy and thoroughness of that information is poor once they find it. All of these elements combine to create an experience that determines whether or not the prospect moves on to the next step in the buying process.
There are several tactics that can be used to help your visitors find your site more easily, directly and meaningfully, including Organic Search Engine Optimization, Paid Search Advertising and Online Advertising.
Organic Search Engine Optimization
An "Organic" optimization of your Web site is a good first step into Search Engine optimization (SEO). It is an effective way to see how site traffic patterns change with a few simple tweaks. To do that, you can execute several tactics that will increase online visibility and therefore increase traffic to the Web site.
"Organic" optimization refers to the 'free' search engine listings, which are found in the middle, non-highlighted search return areas on Google and Yahoo! (shown in green below). This type of optimization refers to the 'free' optimization that you can make to your site, rather than the paid marketing tactics which we will discuss in the next section.
Listings in the GREEN box below are organic search returns.
The first organic optimization tactic includes a review of your Web site’s content. Search engines such as Google and Yahoo! use ‘spiders,’ which are specialized software programs that go out to the World Wide Web and ‘eat’ content. These spiders look for relevant content that contains the important keywords that users will search on to find your site. When writing copy for your Web site, be sure to make the content detailed and meaningful without loading it up with too many industry-specific terms.
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