Tag Archives: SEO

Search Marketing explained

Last year the search marketing industry was worth £2.15 billion.

That sounds like quite a bit of money doesn’t it, especially if you don’t really understand what it is and why it’s an integral part of your marketing mix.

Most brands/ businesses have now understood that the internet is here to stay and that if they are going to survive they need to have a presence in front of their consumers online. So, let’s take a quick look at what it’s all about and how to get the most out of search for your objectives.

So what is search media?

Search is not just about SEO (Search Engine Optimisation) and PPC (Pay Per Click), in fact there are many aspects to a search campaign which, could further include; Google content placement targeting (otherwise known as GDN – Google Display Networks), Search Affiliates (networks of websites that you can place media on through a partner), Universal Search (which includes news feeds, video and images), Search re-targeting (specifically targeting those that have already engaged with one of your ads), Social Search, Mobile search, Live search… the list goes on.

That sounds interesting I hear you say but what does that actually mean? The bottom line is by adding search to your marketing mix YOU WILL strengthen your online presence, increase your visibility and in turn increase your business revenue.

And what makes a good plan?

At the offset you need to have a clear objective, do you want to increase awareness or generate sales leads for example. Quite often the conversion is the most important aspect of a plan but also the part that is given least attention. If you have a search plan that doesn’t complete the whole journey then you will likely end up spending money on traffic but losing money on conversions.

Ensure that your plan includes detailed cost breakdown and an attribution of value to each stage of clicks along the user journey. It should have detailed audience demographics and targeting information. If you have an agency doing the plan, interrogate the drop off rates and conversion rates for each stage of the journey, challenge how they will maintain visibility against competitors and ask about their management and optimisation. It’s all very well getting a campaign up and running but the internet bidding world is fierce and you need to stay on top of it.

It’s also a good idea to test your creative whether Ad copy, display or further along the user journey on your landing pages. Try a couple of versions; this is known as A/B or multivariate testing. Which creative performs better? You may find one gets higher CTR but the other drives more actions, work to get the message right for your user.

How do you maximise on your return.

Businesses are shifting their spend to be more weighted towards digital with a focus on PPC and SEO but most are still keen to see more spent on search media in general. Feedback shows that they feel they have an at least adequate return for spend due to its track-ability and therefore accountability.

But is adequate enough? Hardly, continually challenge the cost to conversion, what are you paying per click and how many clicks are you getting (CPC to CTR), are you scaling the spend in line with the reach, unlike some traditional media planning models, online search is very manageable and controllable so take advantage. Always remember to review against your original objectives; what did you decide was going to deem this campaign successful? Is it?

Is that it?

Hopefully that gives you a basic understanding of what search marketing is about but remember it’s a constant cycle:

Plan, Challenge, Review, Optimise, Plan, Challenge, Review, Optimise, Plan, Challenge… you get the idea.

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Know your audience, know your keywords.

Or ‘secret’ words as one particular client of mine likes to call them, but honestly, there’s no black magic or secret formula involved, if you know your audience you should know your keywords.

A Keyword is simply a word that users commonly use when searching on the internet for particular information. If you get into the mindset of your users and understand the keywords they use when searching, then you can increase your keyword density (number of times a keyword is used on your site) to boost your natural rankings within search engines.

This is part of the Search Engine Optimisation (SEO) process which is fundamental to the visibility of your site against competing sites online. By knowing your target audience and optimising for their journey and not yours you will be favoured by the search engines and therefore they will recommend your site above others.

Get the basics right first. Make sure you have correctly identified your target market, understand the language they are using and try where you can to include these keywords in your site. You will of course still have to use the language that you need to sell your product or services so make sure that you don’t lose the relevance to your site along the way. The key is balance.

Get the balance right though and you will generate a higher volume of quality visitors to your site which in turn will help your conversion rates and boost your business.

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