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You've just walked into the world's largest library! How do you find your way around? Newcomers to the web face the same dilemma and search engine marketing helps them to find you just when they need you.
Of course, there is a big difference with the traditional library analogy. Searching for books you have to look at book lists then chapter headings, then maybe indexes. With search engine marketing on the web you can carry out sophisticated searches that identify the very paragraph where the right answer lies - in less than a second.
The vastness of the world wide web is almost unfathomable. Not surprisingly some 85% of web users consult the search engines and directories to help them track down the answer to their needs. Search engine marketing is the vital response of intelligent businesses to this emerging activity. Be found just then when someone is looking for you.
You'll hear words such as 'clicks' and 'traffic' or 'visitors'. But these searchers are 'people' and what's more they are your 'customers'.
Marketers often talk about 'customer insight' or that they must imagine that they are in the shoes of their customers.
Try that now. Imagine you are a customer searching for an organisation on the web. And ask yourself the following questions:
WebCertain defines search engine marketing as consisting of three 'C's in the following order - Compatibility, customers and content!
Compatibility: Your first step is to ensure that your web site compatible with search engine web scanning software or 'crawlers' - this is often called web site or search engine optimisation. A good search engine marketing company, such as WebCertain, will be able quickly assess your current web site's health and what your search engine marketing priorities must be to achieve compatibility.
Customers: Search engine marketing - just like other branches - remains a discipline which concerns customers and their needs - it is not simply a sport for techno-freaks. Your search engine marketing strategy has to take account of what your customers are really searching for, how best to guide them through the decision -making process and make them into loyal customers.
Content: If compatibility is your search engine marketing channel, your customer is your market, then content. is your product. MOST companies neglect their search engine market 'content' - and yet they probably spend significantly more on the creative work of their advertising campaigns or invest substantially more in PR. Don't forget whatever anyone tells you, the reason search engine marketing is so important is because it delivers a greater REACH than either of the other two can ever achieve.
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VAT number: 755 9844 73 WebCertain Europe is a company registered in England and Wales with company number 04140825 |
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