Archives for category: SEO

Search Engine Marketing or SEM is less of a fiscal risk for companies compared to traditional advertising and marketing. SEM is often associated with Pay-Per-Click advertising. This sort of advertising requires marketers to choose keywords or keyword phrases that best match what their consumer will search for.

It is essential that companies’ PR, marketing and ad team know their consumers. Companies should be able to put themselves in the shoes of their consumers. What keywords are prospective customers, in different stages of the buying cycle, searching for? Once those keywords are  determined it is time for your company to get started with SEM.

It is best for companies to start out small with SEM. Start a campaign with three or four keywords. The demand is often high for common keywords which drives up the Cost-Per-Click. A company is able to pick a monthly budget they are willing to spend on Cost-Per-Click advertising.

Cost-Per-Click advertising is less risky because you don’t always have to pay your top bid. For example, if someone picks your page over the competitor you don’t have to pay your full bid. Adbidder automatically adjusts your bid to remain above the next ad with the most minimal cost.

The Social Media Bible suggests downloading a keyword macro to determine the most important words on your page. Then using keyword finder to determine what other companies are willing to pay for the same keywords and decide your company’s SEM budget. Start out small with three or four words campaign and gradually increase for there.

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Search Engine Optimization or SEO is where your Google Juice takes center stage. It’s here where all the hard work pays off.

When a consumer types in your company’s name – what comes up? If you have taken any advice from The Social Media Bible there should be a plethora of company generated content. Companies have no excuse to not take advantage of the branding opportunities the internet offers. Oh, and did I mention they are free?

Some companies are so cocky about their Google Juice their business card merely are an image of their name in a Google search bar. Here’s an article about it – I think it’s pretty neat, http://www.labnol.org/internet/google-on-business-card/6991/.

It is imperative that when consumers are looking for your company they can find it. Websites are ranked on the search engine results page based on the sites relevance and the quality of their SEO.

Believe it or not there were other search engines besides Yahoo! and Google. Archie was the first search engine created by Alan Emtage in 1990. According to a comScore.com, 65.5 percent of internet users use Google as their primary search engine. Yahoo! is in second place with 16.1 percent of users. Full article, http://www.comscore.com/Press_Events/Press_Releases/2011/2/comScore_Releases_January_2011_U.S._Search_Engine_Rankings.

According to The Social Media Bible internet searches have three components: a huge database of words, search engine spiders and search interfaces (Google or Yahoo!). A search engines primary job is to return the most relevant information to the user. A search engine’s language is keywords, tags and text. The most important thing that search engines pay attention to is the keywords.

Pay attention to your content and choosing suitable keywords to describe it. Companies should keep keywords and important messages short (no more than 150 characters) and towards the top of the page.

The book also talks about external reputable links, where a trusted website links to your page. Another good strategy to get good SEO results are keeping your page’s content fresh and up-to-date.