Search Engine Marketing

Just don’t focus on the home page, keywords and titles.
The first step to sales when customers visit your site to see the products they were looking for. Of course, search engine optimization and better rankings can’t keep your customer on your site or make them buy.
The customer having visited your site, now ensure that he gets interested in your products or services and stays around. Motivate him to buy the product by providing clear and unambiguous information. Thus if you happen to sell more than one product or service, provide all necessary information about this, may be by keeping the information at a different page. By providing suitable and easily visible links, the customer can navigate to these pages and get the details.

Understanding Your Target Customer
If you design a website you think will attract clients, but you don’t really know who your customers are and what they want to buy, it is unlikely you make much money. Website business is an extension or replacement for a standard storefront. You can send email to your existing clients and ask them to complete a survey or even while they are browsing on your website.
Ask them about their choices. Why do they like your products? Do you discount prices or offer coupons? Are your prices consistently lower than others? Is your shipping price cheaper? Do you respond faster to client questions? Are your product descriptions better? Your return policies and guarantees better than your competitor’s? To know your customer you can check credit card records or ask your customer to complete a simple contact form with name, address, age, gender, etc. when they purchase a product.

Does your website give enough contact information?
When you sell from a website, your customer can buy your products 24 hrs a day and also your customers may be from other states that are thousands of miles away. Always provide contact information, preferably on every page of your website, complete with mailing address, telephone number and an email address that reaches you. People may need to contact you about sales, general information or technical problems on your site.
Also have your email forwarded to another email address if you do not check your website mailbox often. When customer wants to buy online provide enough options like credit card, PayPal or other online payment service.

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Learn to use search engine optimization (SEO) techniques when writing your articles. If hiring a writer to write articles for you, you can choose one who already knows about SEO and search engine marketing techniques or you can supply them with a list of keywords and let them know where they should be placed and how many times they should be repeated throughout the article.

Optimizing your articles for your search engine marketing campaign will help them rank higher when someone searches for a keyword related to your subject, which means that you will receive more visitors because more people will actually see your URL.

It is a fact that most visitors don’t look past the first search engine result page and by the third search engine results page there is practically no audience left for you to promote to. What this means for those on the third or high page is no traffic. This is why it is very important for you to make sure that your articles are prepared in a way that will eventually get them to that first or second search engine results page.

Search Engine Marketing is no secret… it is a formula. You do what worked for other successful Search Engine Marketers and you will be successful!

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If you have a web-based business or if a significant portion of your business is done on the web through your website, then the best advertising and marketing is done by submitting to a search engine. No amount of press release, newspaper or radio ad, banner ad, spam email or newsletter will achieve the same results, although, maybe effective in a small proportion.

Beware of companies that promise automatic submission of your website to hundreds of search engines which are but only false promises. The best way to submit your website for search engine ranking and inclusion is to do it yourself or to hire an expert to do it manually, by contacting the search engine companies and directories.

Before you begin to submit your website to search engines ensure your websites are thoroughly designed to the professional quality using the right key words, good graphics and pictures and the relevant content. Don’t submit websites that are incomplete. While submitting to a search engine, make sure to provide information about your website, keywords and any other information that may be pertinent, including the name and contact information of your business.

Mere submission to search engine companies does not guarantee that your site would be immediately listed and the ranking will be high. Because there are thousands of new websites coming up every day and it may take quite sometime before they take up your site for review by human editors. One important factor to remember while submitting site is to include a site map of your website which makes the crawling easy for the web robots. Search engines like ‘http://www.google.com’ hardly considers submissions without sitemaps.

There are many online companies that accept search engine submission services. You can choose to do it yourself with a software package and service like the ones reviewed here:

http://searchenginemarketingpro.biz

Whatever you do, don’t use the automatic submission services.

Here is a list of the most popular Search Engines and directory companies:

Search Engines
Go.com/InfoSeek AltaVista
Google, HotBot
Excite/Webcrawler

Directories
AOL Search Inktomi
Lycos Open Directory
MSN, Yahoo!
LookSmart Snap

Apart from the above there are thousands of search engines and directory companies, where you can submit your website to as many companies as possible.

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Executive Summary Introduction

Search Engine Marketing is the process of leveraging the usage of search engines to create website exposure for a company. This exposure normally is used to garner conversions in the form of sales, leads, subscriptions, downloads and any other definition of a user turning into a paying customer. This intent-based advertising is the core of Search Engine Marketing that amounts to the best return on each marketing dollar spent.

Fundamentals of Search Engine Marketing

At its core, Search Engine Marketing leverages user intent by optimizing an organic or paid search listing around that specific user’s intent. Instead of blind placements on billboards, mass mailings, and the like, Search Engine Marketing serves up specific advertising via ad creative or search listing based on what the user is actually looking for.
The premise of Search Engine Marketing will provide the most relevant result after a keyword query is entered, in the form of a title, description, and URL, whether it is organic or paid. There is much more control over these factors, known as “creatives” in paid search, but organic search results allow some customizing here as well. Depending on the relevance of your listing and how well it matches to the intent they have in mind, they will chose to either click-through to your site or not.

Why Search Engine Marketing?

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

• In a study done by Pew Internet & American Life Project from 2000 – 2005, using search to find information was done by 90% of all internet users in the US. This number came in second to only Email users at 91%. According to March 2007 data from Neilson/Netratings, about 209 Million people in the US have internet access, which means that about 188 Million of them use search engines regularly.

• 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. These websites make up for 26.85% of all website traffic on the internet. They include the search, Email, music and social media industries. The lone exceptions being eBay.com and Wikipedia.org. Of those top 20 websites, the Google, Yahoo, AOL and MSN contextual, image and video search interfaces make up for 14.23% of all website traffic.

• In 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 as follows: 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 top paid search listing is viewed 50% of the time, with lower positioned listings getting incrementally less attention as follows: rank 2 (40%), rank 3 (30%), rank 4 (20%), rank 5-8 (10%).

• Based on comScore data from February, 2007, Google is the leading search provider in volume with 3.3 Billion searches per month. Yahoo scores 2 Billion, MSN: 730 Million, Ask: 348 Million and AOL serves 338 Million. These statistics show that the 5 major search networks were responsible for over 6.7 Billion searches per month or about 35.6 searches per user.
Attributes of Pay Per-click Marketing. Continue Reading »

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