Recent studies in consumer behavior have revealed that a significant percentage of consumers (exact figure needed) rely on search engines to inform their decision-making when purchasing products from online stores or websites. Search engine marketing capitalizes on this trend by positioning your website in front of these consumers while they conduct online searches.
For over a decade, search engine marketing has been used to increase sales and establish online businesses. However, what many people are not aware of is that search engine marketing can also help establish brand awareness (via pay-per-click advertising and search engine optimization) and yield additional benefits that may not be attainable through other digital marketing channels. Bearing this in mind, there are specific strategies for implementing search engine marketing campaigns that can aid in establishing brand awareness online.
Typically, the objective of pay-per-click advertising (PPC) is to grow sales in proportion to the allocated budget. Furthermore, PPC provides a convenient avenue to present your ads to a vast number of potential customers, while only paying for performance (i.e., per click). While driving sales remains the ultimate goal, here are some considerations when utilizing PPC to foster your brand online:
Include the brand message in the search engine ads.
Maximize impressions by expanding your keyword set while utilizing negative qualifiers to ensure that clicks only come from potential customers (i.e., qualified traffic). The primary advantage of PPC is that you can have your ad displayed in front of millions of people in as little as 48 hours, while only paying for the desired results (i.e., clicks on your ads).
The SEO industry has often been dubbed the “wild west” due to the lack of established rules and regulations outlining who can provide SEO advice or services. Consequently, hundreds, if not thousands, of individuals take advantage of this loophole.
Unfortunately, there are numerous self-proclaimed “SEO experts” who offer erroneous advice or charge exorbitant fees, armed with only limited knowledge of SEO and industry jargon. However, the most significant issue with the SEO industry is that it could take anywhere from 6 to 18 months to achieve results for competitive keyword phrases. As a result, a wrong decision about whom to listen to or which company to work with could lead to disastrous consequences.
Achieving success in SEO involves following a proven set of steps. Here are five essential steps to achieving SEO success:
1 Site Analysis
A comprehensive evaluation and review of your site’s layout, structure, site mapping, Google analytics, and competitor analysis.
2 Keyphrase Analysis
Optimizing your website for the most important and relevant keyphrases is crucial to your SEO success. This step involves conducting thorough research to identify the best keyphrases for your site.
3 On-Page Optimization
Developing page content that is optimized for your keyphrases, including ensuring that your pages are optimized for search engines, particularly Google.
4 Link Building
Building inbound links to your site through techniques such as one-way links and article submissions can increase your website’s visibility and page rank.
5 Performance Monitoring
Tracking and monitoring your performance against competitors and adjusting or optimizing as necessary to increase inbound traffic. Regular performance monitoring is key to staying ahead in the competitive world of SEO.