Search Engine Marketing Explained

This write-up has been prepared by Tug. Tug, is a Search Engine Advertising and marketing specialist agency, based in Shoreditch, London.

Search Engines have evolved into a new consumer, communications and advertising channel. Google, Yahoo and MSN serve 213 million searches a day.

In reality, 9 out of ten web surfers use a Search Engine to get started their web journey. So, if your web page doesnt have visibility in the engines, you are missing substantial volumes of visitors.

All-natural vs. Paid for Listings

There are essentially two listings within a Search Engine Results Page (SERP): the All-natural listings (on the left) and the Paid for listing (on leading and on the ideal).

All-natural listings are the results the engine believes to be the most relevant web-sites to your search. The all-natural listings consistently get more than 70% of consumer clicks. Paid for listings are the advertisements served by Advertisers, who have bid on the term searched for by the consumer.

The All-natural listings thus list all readily available internet websites in the Globe Wide Web, even though the Paid for listings only serve links by relevant Advertisers willing to pay for their spot, and thus high visibility in the engines.

To improve Reach, advertisers can pay for advertisements on the Search Engines themselves, as nicely as their nearby listings, mobile listings and their Content Network of internet websites.

Pay per Click (PPC). Pay only for Guests

In contrast to other advertising channels exactly where you pay for the number of men and women who see your ad, in pay per click marketing (PPC) you only pay when someone clicks on your advertisements and is driven via to your internet site.

75% of users search for goods and services via a Search Engine.
PPC has the lowest cost per lead compared to other Direct Advertising and marketing procedures.
Pay per click marketing is relevant to what the individual is looking for targeting them at the ideal moment and mood.
Pay per click is 100% accountable.
Advertisers can know the cost of every conversion in genuine-time, and campaigns can be immediately optimised for maximum ROI.

To get visibility in the paid for listings you can set up a PPC campaign for your web page your self, or by commissioning a specialist Search Engine Advertising and marketing agency like Tug.

To get visibility in the All-natural listings you will need to optimise your web page this is referred to as Search Engine Optimisation. Once more this is exactly where you will need to commission a specialist agency like Tug.
What is Search Engine Optimisation (Search engine marketing)?

Search engine Optimisation, or Search engine marketing as its frequently recognized as, is an via the internet advertising strategy that involves designing, writing and coding your entire web page with the intention of enabling search engines to index your internet site very easily and efficiently. The sole aim and objective is for it to rank higher for key phrases relevant to your business enterprise. Optimising a web page is crucial to gaining visibility on the organic or all-natural (left hand side) search results (SERPs) of search engines.

Search engine marketing, is performed in two stages, recognized primarily as on page and off page. On page involves the web page itself and fundamentally evolves about the design, develop and copy laid out within the actual internet site. Off page relates to ongoing Search engine marketing development and contains link developing campaigns, news and write-up submissions, paid directory submissions and joining discussion forums that relate to your chosen industry. The latter is essentially about gaining 3rd party exposure of your web page.

On Page Aspects

Keyword mining
Keyword density checks
Credible copywriting
Meta tags scripting
Clean and valid mark-up (HTML)
Link management

Off Page Aspects

Absolutely free / paid directory submission
Article and news submission
Press release distribution
Reciprocal link advertising
Inbound link developing
Digital signatures

Using Search Engine Advertising and marketing to meet your Communication Objectives

Shoppers employing a Search Engine are primarily in two sets of mind: Research mode and Ready to act/invest in/sign up mode. From a marketers point of view they are at distinct stages of the Buy Cycle.

PPC campaigns should really be set up with this in mind. Diverse campaigns can be geared for distinct objectives for example 1 for Awareness and 1 for Sales. The Awareness campaign should really be optimized for Reach, concentrating on the highest number of clicks at the least expensive feasible cost. The Sales campaign conversely should really be optimized for sales volume and least expensive Cost per Acquisition (CPA).

Search Engine Optimisation will primarily meet your Awareness and Traffic objectives, as the campaign ordinarily concentrates on fewer, broader keyterms. But maintain in mind that this broader Search may possibly ultimately lead to a sale as the Searcher moves via the Buy Cycle. Keep in mind to optimize your Meta Descriptions (the description in the SERP) with the consumer in mind.

Search Engine Advertising and marketing Case Studies:

Search Engine Optimisation Case Study: UK Small business Properties. http://ukbusinessproperties.com

Trouble

UK Small business Properties launched a new Commercial Property directory in 2006
When the agency that built the internet site assured them it was Search engine marketing friendly, they were languishing on page three on Google for the most significant keyword: Commercial Property

Remedy

Tug created an Search engine marketing strategy that emphasised the keyword Commercial Property
Review and editing of web page content addition of content pages for all UK regions
Review and editing of Meta
Review and editing of code to make far more spider friendly
Directory and internet site map submission
A bespoke link developing campaign exactly where we submitted to directories, write-up internet websites and actively exchange links with high PageRank web-sites in parallel business enterprise verticals

Results

Inside 6 weeks the web page was listed #three on Page 1 of Google.co.uk
The keyword Commercial Property now drives 65% of visitors to the internet site
They are now #1 on Google and we are now optimising and link developing for new relevant key phrases

Pay per Click Case Study: Truffle Shuffle http://www.truffleshuffle.co.uk

Trouble

Truffle Shuffle is an via the internet retailer competing in a tight margin business enterprise, against modest t-shirt retailers and massive via the internet retailers like ASOS.

Remedy

PPC campaign on Google and Yahoo.
Stay clear of Broad key phrases even if they can drive sales volume.
Use only really distinct product associated key phrases.
Use bid management computer software to set strict Position and ROI guidelines.
Create distinct, relevant ad Creative for every single readily available t-shirt.
Weekly coordination with PR efforts.
Concentrate only on key phrases that convert under 5.25.
Measure revenue and perform with exact margins to measure profit on every single keyword weekly.

Results

In November 07, Tug drove 1,949 sales (1 or far more t-shirts) at an average cost per conversion of 1.39.
We delivered a 24:1 ROI (revenue generated/ad spend).

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