Search Engine Marketing Blog

Cutting edge interactive advertising.

Search engine marketing (SEM) is a rapidly changing field rife with opportunities, but it takes expertise and experience to run optimal interactive advertising campaigns. When engaging in digital advertising, such as paid search, display media, social media advertising and remarketing, it's extremely important that your efforts are backed by knowledge and strategy. Here, our SEM experts provide the tips and information you can use to improve your campaigns, and your ROI. To stay up to date on our search engine marketing blog, subscribe to our feed.

February 22 2007

Adapting to Change: The Name of the SEM Game

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Gone are the days when simply throwing up a website is sufficient to promote a product or service. In the beginning, some questioned whether having a website was even necessary to help their business thrive. Others who created sites may or may not have considered usability, style and form — think frames and multiple font sizes and styles on the same page. Some, however, were intuitive enough to realize that a company’s website was an extension of its business and that a well managed site was a critical component to its overall success.

As the use of websites continued to grow and evolve, so too did the need to properly index this massive array of information. ENTER: Search Engine technology. Just like its website counterpart, search engines, in terms of indexing information, have evolved from being somewhat simplistic in nature to what some may now consider downright confusing. Websites must continue to adapt to the changes of search engine technology. Maintaining a competitive edge online is becoming survival of the fittest. It’s now crucial to have a solid Search Engine Marketing (SEM) plan. Those who don’t, will find themselves left in the dust to their competitors. As search engine technology continues to evolve, who knows what the future holds?

In fact, in this month’s issue of OMMA (February 2007), Daisy Whitney writes in her article, Zooming in on Video Search, about the mad dash to find an effective indexing solution for video search. So far there are many contenders such as Truveo, Blinkx, ClipBlast and PureVideo. She also mentions looking out for CastTV which is scheduled to launch the first quarter of 2007. She writes that its technology is impressive because it has the ability to find specific pieces of video on originating sites, which few video search services have been able to offer.

With nearly 60% of all Internet users searching for video content per month, an efficient indexing solution is probably right around the corner. When this happens a floodgate of opportunity will open. What impact will this have on SEM? As it stands, blogging is a wonderful SEM tool. Web content is constantly fresh and updated — which spiders love. Web communities are often created as a result of  blogs — which people love. Will adding video to your site and having it properly indexed be the next “blog” of the future to increase visibility for your site? Will advertising your company’s product or service on web videos become a crucial element of your SEM strategy?

One thing’s for certain, the only thing that remains constant in SEM is change. The question is: Are you ready?

February 21 2007

Online Shopping is Easier Than Ever With Shopping Portals!

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Time to buy a digital camera? Almost out of your favorite perfume? Need a new pair of jeans? The days of running to malls are quickly becoming a thing of the past! The internet has made it as easy as 1, 2, 3 to get what you want or need, without ever leaving the comfort of your home or office. As if we needed an excuse to be any lazier!

In addition to the main search engines, Google, Yahoo, and MSN, there are a number of online shopping portals available today. Shopping Portals are important tools in Search Engine Marketing and make it simple to compare pricing and purchase with confidence.

Some shopping portals I recommend to my E-Commerce clients are:
Yahoo Shopping, MSN Shopping , Froogle, NexTag, PriceGrabber, and Shopzilla. These Shopping Portals are a great source of additional traffic and exposure, as searchers tend to be more serious and qualified, with a higher rate of conversion. Reason being, searchers using shopping portals, are typically ready to buy, whereas, those using search engines, are often in the research/informational stage of the buying process.

These Shopping Portals are a great source of additional traffic and exposure, as searchers tend to be more serious and qualified, with a higher rate of conversion. Reason being, searchers using shopping portals, are typically ready to buy, whereas, those using search engines, are often in the research/informational stage of the buying process.So the next time you are in the market for a digital camera, perfume, jeans, or whatever the item might be, take advantage of all the research the shopping portals have already done for you. Shop till you drop!

February 20 2007

Happy Landing

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“In online marketing, a landing page is a specific web page that a visitor ultimately reaches after clicking an advertisement. The efficiency or quality of the landing page can be measured by the conversion rate (CR) of visitors into actions.”

Upon clicking your ad, the objective is to have the visitor do something or what people refer to as a “call to action”. If the visitor takes the desired action, you just had a conversion.

The landing page has to be sticky enough to convince a visitor to stay and fill the contact form or act according to what the advertiser wants. Seize the moment!

Remember the back button exists and it’s always a possibility for them to go back and click on another result.

Everything has to make sense. In other words, the landing page should match both the keyword typed in as well as the creative copy in the ad.

An important factor to consider is that people have a tendency to skim through a page without reading it in its entirety, so the call to action has to be obvious and clearly within exact parameters of what the searcher is looking for.

Don’t allow any distractions! Distractions kill conversions. Landing pages that are too busy or contain too much information may cause a distraction and get the visitor to think about something else.

Your efforts placed in pay-per-click are as good as the conversions achieved. So, your landing page is a critical component of your success.

Turn your visitors to conversions and have a happy landing!

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