Posted on 01/04/2014 · Posted in Online Marketing, SEO

Search Engine Marketing is about Strategy NOT Stabbing in the Dark

Companies who do not employ the correct online marketing techniques could be wasting time and money. Guessing at search terms is not sufficient, professional Search Engine Marketing companies will use programmes to determine what consumers are really searching for, and which terms get the best click-through rates.

While general terms are used by researchers and browsers, those who really know what they want and who are most likely to make a purchase make specific search terms. For example, someone looking to buy a replacement battery for their Toshiba laptop isn’t going to type in “computer batteries” they will type “Toshiba laptop replacement battery” maybe even with the exact model of Toshiba in there some where.

Experts in Search Engine Marketing use tools and techniques to target specific keywords and phrases, increasing the likelihood that a detailed search will return your pages. Furthermore, because the searches are so specific, Online Marketing companies use deep linking so that potential customers can be led straight to the point of sale, increasing the usability and the likelihood of a conversion.

Search Engine Marketing professionals are also able to tactically orientate paid search, such as Pays Per Click advertising, to bring an efficient Return On Investment. DIY paid search is not recommended. Ineffective PPC can be an expensive ordeal. Generally paid search does have a good rate of return, and you are singling out your website against sometimes thousands of competitors. However, if the keywords are not selected properly you could essentially be throwing away a vast sum of money.

There are many trustworthy Online Marketing companies that can help you. The best advice is to seek someone who offers a strategic approach. If you are currently with a marketing company and you do not feel that they are bringing sufficient interest to your company, then check out their competitors. PPC Advertising in particular is highly measurable, so you should be able to determine whether your Online Marketing Company is working for you.

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