Monday, February 22, 2010

Internet Search Marketing - SEO and PPC Campaigns

internet search marketing

By Martin Sejas

Internet Marketing and Search Engine OptimizationIf you are needing to achieve greater visibility for your site, Internet Search Marketing has to be done. The 2 campaign methods for accomplishing this would be through PPC and SEO. That would be pay-per-click and search engine optimization, respectively.

Having merits over the other, SEO and PPC are actually best made use of in complement to each other when doing Internet Search Marketing. Pay-per-click search advertising campaign enables you to quickly get your site in top search engine placements through bidding over keywords related to your website that you would be targeting for. With "natural" SEO, you focus on making good content for your website and garner as many links as possible to point to your site. The links are considered as votes for your site by the search engines and the more links you have pointed to your site, the higher you will rank for your preferred keywords.

The Internet Search Marketing campaign methods mentioned above have distinct advantages and disadvantages which will be detailed below.

"Organic" Search Engine Optimization

1. Greatly more affordable than a PPC advertising campaign. The return of investment is much higher when compared to PPC.
2. As mentioned above, links have a great effect on boosting your rankings in search engine results pages. These will provide you with great visibility in the search engines and a steady flow of traffic for your target keywords. This will be a lasting thing and you could rely on this to serve your website well for a long time to come.
3. According to studies made, users of search engines are much more likely to click on organic search results than on the advertised sites.
4. It takes a lot of time to garner the links and optimize your pages in your website for your target search terms. The effects of your SEO campaign would take as much as 4 months or more just for to feel its results. A greater investment in time.

Pay-per-click Advertising

1. The greatest benefit of a PPC campaign is that it gives you instant results. You will immediately have visitors to your site that are part of your target market which would mean better conversions and instant sales. By instant I mean results within just hours or days. Far shorter waiting than that of an SEO campaign which would take months before you start getting results for your work.

2. You are also able to easily track your conversion rates (may they be sales, subscriptions or leads) allowing you to make adjustments on your website and test different ways to make your site convert better. Plus, you have easy control test which keywords work for you by being able to turn on and off the keywords your site is being advertised.

You could rely on a PPC campaign to give you quick results which would be ideal if you are still working on your SEO campaign and still have not much progressed too far with it for you to have gained a decent amount of traffic that would bring in revenue. This would make you able to make profit off your site while your SEO campaign still has not given you much in terms of results. In the long term, you will be depending on SEO for traffic. Both work great together and it is through this complementary efforts in both campaigns that you would benefit the most in your Internet Search Marketing.

Martin Sejas provides Internet marketing advice for those seeking to establish an online presence and/or dramatically improve their online presence today. Register for a free 20 minute consultation.

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internet search marketing

Sunday, February 14, 2010

Internet Search Marketing

internet search marketing

By Dave Strayer

The Google AdWords Training Workshop DVDInternet search marketing should be an integral part of your overall business development plan. Although many people understand that this is true for Internet-based businesses, it is just as essential for tradition offline entities. Today, there are approximately 1.4 billion people with access to the Internet. Any business can get their message to millions of targeted prospects at costs substantially lower than traditional offline methods.

While there are a number of components of Internet search marketing that can be assembled in many different ways, there are two broad classes of Internet search marketing into which all of these components can be sorted. However, before we discuss those, it's important to have a general understanding of what makes the search engines happy.

Search Engines

Often, when Internet marketers talk about search engines, they talk about Google. And, while there are several others, Google is currently the king of the hill. Further, they are share similar criteria.

As a general proposition, it is useful to assume that the search engines are not primarily interested in the internet marketer. They are interested in the person who comes to the search engine looking for information. And, the want to make very sure they give that user what he or she is looking for. So, if a person enters a search term, the search engines want to make sure they get back links to sites with lots of relevant information about that search term.

So, the first requirement for a business using internet search marketing is to figure out what search terms (called keywords) a potential customer is likely to use and to provide content relevant to those search terms.

Organic Search Marketing

The goal of organic search marketing is to develop a website that is so close to exactly what the search engines are looking for that you achieve the top result when a prospective customer or client searches for your goods or services. The techniques used to develop that high-scoring site are collectively referred to as Search Engine Optimization (SEO).

In turn, SEO strategies may be divided into on-page and off-page strategies.

On-page strategies are, obviously, those that can be implemented within the content of your website. These have to do with things like keyword density, relevant content, appropriate page linking, and more. In contrast, off-page optimization strategies can involve things like content marketing, social networking, and other strategies intended to drive traffic to and increase the popularity of your site.

You see, the search engines figure that if your site is popular for specific keywords, it must be giving the searchers what they want. Many of the techniques used to increase a site's popularity do so by increasing the number of one-way links to your site (called backlinks) from other sites. Backlinks work best when the keyword is used as the anchor text (the text that is the clickable link on the other site).

Paid Search Marketing

Paid search marketing relies less on SEO strategies to get on the first page of the search engine results. Commonly called pay per click (PPC) advertising, this involves placing an ad that appears on the results page whenever certain keywords are searched. The idea is that you bid on certain keywords and when someone searches on those search terms, your ad shows up. They click on your ad and are taken to your squeeze page or sales page.

Although not as heavily dependent on SEO as the organic search strategies, relevance is still important to the search engines. The more relevant your ad and landing page are to the search term, the less you have to pay and the better you'll place among everyone bidding on that keyword. Although theoretically you can buy your way into top position, it wouldn't be cost competitive even if it could be done. In today's competitive world, you just can't justify paying an order of magnitude more than your competitor whose ad would be right next to yours.

So whether you decide to use organic search or PPC strategies in your Internet search marketing, it pays to understand how the search engines work and what they're looking for. That's complicated by the fact that the major search engines don't use identical algorithms and that they change those algorithms without warning.

For more information on Internet search marketing and on internet network marketing in general, enroll in my free, cutting edge "7-Day Internet Marketing Bootcamp." To enroll, simply click on the following link to visit my network marketing blog and fill out the form at the top of the page.

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internet search marketing
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