Tips for Search Marketing
by e-channel online
10 tips for Search Marketing
Search Marketing is an inbound and online form of direct
marketing. The compelling advantage of Search Marketing is
that customers are looking for your products, services or
your company when they do a search.
Here are 10 tips that will improve your search
1 Have clear website objectives
What is your website for? Set clear and measurable objectives
so you know how your website is working for your business.
2 Specify calls-to-action
Clear calls-to-action ensure visitors use your site in
the way in which it was designed.
- Join a newsletter mailing list
- Download a Pdf
- Buy your product
- Request for catalogue
- Booking completed
- Trial version of software downloaded
3 Pre-screen your traffic
It is vital that you only target customers that you want
and that you can service.
- Do not over promise
- Your webpage must deliver what customers are looking
4 Not all customers are on broadband
Remember not all potential customers are on broadband – keep
sites fast to download and easy to use. When you are paying
to get people to your website, make sure they want to stay.
5 Run parallel on and off line campaigns
Search Marketing should be used to reinforce and support
traditional off-line advertising.
When purchasing keywords consider not only buying brand
related keywords but also those that feature in your advertising
copy so that you have another way to be remembered
(Searched for and found) by customers.
6 Establish benchmarks
Search Marketing should be compared to the response rates
for other marketing activity.
Benchmarks can include:
- Volume of traffic
- Which search engine delivers the best results?
- The number & combination of search phrases customers
- The conversion rates of different calls-to-action
7 Establish what works in Search Marketing
For example, we have found that searches that contain the
brand name, or some form of it, have a good chance of converting
to a sale. This means that when you buy product related keywords
the description must contain your brand name. It is also
worthwhile buying brand related keywords as well as product
related ones, as both can convert to a sale (or other conversion).
8 Measure the value of search marketing
Tracking software, can tell you what works and what doesn’t
work. Tracking what works on
your website is vital to building a cost-effective Search
Marketing strategy. You can measure:
- What keywords provide you with traffic?
- Which search engines, banner advertising, email campaigns
provide these keywords
- What keywords deliver your call-to-action with results?
- What converts to a sale or other website usage?
9 Build your knowledge
Once you have tracked what works on your site, examine
what causes changes such as:
- If you increase your spend on search marketing what
happens to sales?
- Do you have seasonal factors that influence your choice
- If you advertise off-line, what happens to online activity?
There may be other ways to enhance your website performance.
Some keywords may seem expensive but do they perform better
than several less expensive ones? Armed with information
about what works allows you to test Search Marketing unlike
any other form of marketing.
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