Search Engine Marketing

Search engines are the primary source of traffic for almost all online retailers, with a typical e-commerce site in the UK receiving 2 in every 5 visits from a search engine. (Hitwise 2009). This makes search engine marketing one of the most valuable online marketing activities for building a successful online business. For companies in sectors such as finance, debt management, property and other non e-commerce related business, search marketing plays an equally important role through delivering brand exposure and generating direct response.

Today search marketing has not only become significantly more competitive but also a lot more specialised. Users and consumers have a wide spectrum of results to choose from such as web page results (SEO), vertical search results (Universal search) and Paid search results (PPC). For a company to fully leverage its brand value online they need to consider an integrated search engine marketing approach to get the best results.

The Search Trinity

• Search Engine Optimisation (SEO)
  Universally accepted as the most popular side of a search engine result page, the organic listings (SEO) are undoubtedly what makes or breaks an online business. A business which has worked hard along best practice guidelines and spent a lot of time gaining authority in key positions within organic searches know only too well how closely rankings are linked to the bottom line. There are websites that are constantly sea-sawing and we frequently receive calls for help from companies affected by this.
   
• Pay Per click (PPC)  
  PPC is one of the most reactive, targeted and controllable channels within search engine marketing. PPC provides a cost effective entry into the online market place for new businesses and delivers high returns to those that carefully monitor and grow their campaign.
   
• Universal Search
  This is the integration of vertical search results such as map listings, videos, products, images and news which are returned within Google’s primary search engine result pages (SERPs). Since the launch of Google’s Universal Search in 2007, the way users interact with the search engine has been transformed into a complete multi media search experience.

For help in putting together an effective search engine marketing strategy for your business, speak to Alex Wares on 0207 843 2265

Related Search Engine Marketing Articles