Web Hosting Geeks' Blog » search engine marketing http://webhostinggeeks.com/blog Web Hosting Industry News, Latest Trends, and Analyses. Thu, 09 Feb 2012 05:48:19 +0000 en hourly 1 http://wordpress.org/?v=3.3.1 Search Engine Marketing Effecthttp://webhostinggeeks.com/blog/2011/09/01/effect-search-engine-marketing/ http://webhostinggeeks.com/blog/2011/09/01/effect-search-engine-marketing/#comments Thu, 01 Sep 2011 11:21:41 +0000 Art http://webhostinggeeks.com/blog/?p=2009 Search Engine Optimization (SEO) has become a regular strategy in the lives of webmasters in all industries. This method has proven effective with regards to increasing the amount of traffic on a website through search engine rank results. However, those who combine SEO with SEM (Search Engine Marketing) techniques will reap the greatest benefits online.

Search Engine Marketing

SEM is paid online advertising, known as pay-per-click that is displayed in highlighted text or on the sides of search engines. These advertisements come in many forms including text, image and video. To be effective, they must be eye-catching and one of the first items on a search engine page. The higher the ranking, the more probable leads will click the advertisement which could lead to sales.

Setting a Budget

Unfortunately since the Internet is saturated with Internet Marketers, SEM can be an expensive solution. Luckily, advertisers can set a daily budget or maximum bid amount to maintain the costs. Once the predetermined budget is reach for the day, the advertisement is removed from the search terms.

Google Statistics

The vendor of choice for Internet advertising is typically Google AdWords. According to a recent report by eConsultancy, almost 95 percent of businesses and marketing agencies utilize Google for their SEM needs. The study further proved that 53 percent of respondents are transitioning marketing and advertising budgets from print to search engine marketing.

SEO/SEM Strategy

SEM has proven to be most effective as a segment of an online marketing strategy that also includes social media marketing and SEO. By combining these methods, online businesses will generate online name recognition, targeted potential-customers and increased website traffic which leads to higher revenues.

Hiring a Professional

For those that do not have the time or technical know-how to implement such a strategy, there are a number of integrated marketing firms to assist with the website design and management. Many provide guaranteed results. For instance, many SEO and online marketing companies guarantee a client’s website will be on the first page of Google within a specified time period. Again, first page equates to more traffic and thus more sales.

Search Engine Optimization and online marketing have gradually changed over the years with Google telling the Internet world what they need to do to be noticed by visitors. Since Google makes the rules, most Internet Marketers will implement strategies and concepts specific to the Google algorithm. As it changes so do most professionals so it is important to pay attention to the changes that are enforced.

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]]> http://webhostinggeeks.com/blog/2011/09/01/effect-search-engine-marketing/feed/ 0 The Importance of SEO Article Writinghttp://webhostinggeeks.com/blog/2009/11/27/the-importance-of-seo-article-writing/ http://webhostinggeeks.com/blog/2009/11/27/the-importance-of-seo-article-writing/#comments Fri, 27 Nov 2009 18:10:07 +0000 Art http://webhostinggeeks.com/blog/?p=639 The web is littered with articles that are not worth the word processor they were written on.  After a second glance, you will notice that they are horribly composed and stuffed with keywords, immediately recognizing that they were written for the sole purpose of trying to boost the ranking of a particular web page.  This is not a bad thing, just the wrong approach.  When incorporating articles into your SEO campaign, there are three things you need to focus on:

1. Providing valuable information.

2. Increasing link popularity.

3. Increasing search engine rankings.

All of this is difficult accomplish when your articles are badly written and stuffed with keywords.

The Power of Articles

So why would you want to consider articles for enhancing your SEO efforts?  Well, although having optimized content on your site is very effective in the eyes of the search engine, you must also make sure that content serves a purpose for your visitors as well.  Many of the successful search engine marketing gurus agree with this and stress the importance of delivering useful information.  If the content on your website is not helpful or useful in any way, visitors will have little motivation in reading it to learn more about what you have to offer.  Sure, you may be able to get a higher ranking in Google and possibly even bring in considerably more traffic.  Unfortunately, if visitors simply take one look at your articles and then leave, those high rankings you achieved in the search engines would mean noting at all.

Articles also make a great way to establish link popularity.  However, if you plan to distribute them across the web and have not taken the time to make sure they have an acceptable level of quality, it is very unlikely that someone else will want to publish your article on their site.   Point blank – if your articles are poorly written and do not give useful information to the reader, they will be very ineffective at helping your build good links.

Writing Articles for Search Engines

Once you have a handle on writing good content that makes sense and delivers solid information, you can then embark on producing articles for SEO.  Keep in mind that writing for the search engines calls for a good balance so there are a few things you want to avoid.

- Never sacrifice the reader experience just to achieve higher rankings.

- Never repeat the same words and phrases to the point of extreme.

- Never overstuff keywords into text because it is more likely to backfire.

The Keys to Success

You will have a much better chance of succeeding with SEO article writing by establishing some discipline within yourself.  This can be as simple as studying your niche and coming to understand your target audience.  Once you have done this, keep your articles specifically focused on their needs or interest.  Also pay attention to your content and make sure it contains concrete knowledge that is useful to the reader.  If you can accept that your audience should come before the search engines, you will be become a better article writer and everything else will fall in place from there.

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]]> http://webhostinggeeks.com/blog/2009/11/27/the-importance-of-seo-article-writing/feed/ 0 Top Five Reasons In-House SEM Programs Failhttp://webhostinggeeks.com/blog/2009/09/25/top-five-reasons-in-house-sem-programs-fail/ http://webhostinggeeks.com/blog/2009/09/25/top-five-reasons-in-house-sem-programs-fail/#comments Fri, 25 Sep 2009 17:56:07 +0000 Art http://webhostinggeeks.com/blog/?p=542 With the growing prevalence of search engine marketing, several organizations are electing to run their SEM programs in-house instead of outsourcing to a professional firm.  While there are numerous tools and resources available to help companies incorporate these programs internally, most are rather basic and overlook many of the vital aspects that make up a truly effective SEM campaign.  Before you go to set up shop, get to know the five main reasons in-house SEM programs falter.

1.) SEM is Time Intensive – Unlike traditional media, SEM is not something you can simply do once and forget about.  These campaigns often consists of thousands of keywords that must be thoroughly researched as well as landing pages that must be carefully crafted in a way that appeals to search engines and visitors alike.  All of this needs to be done regularly to make sure you are getting the most out of your marketing dollars.  Although some possess the skills, most in-house teams simply do not have the time to commit to an SEM program that will give them the best results.

2.) SEM is all About Dedication – Google Ad Words and other paid advertising campaigns demand maintenance on a daily basis in order to maintain the company budget and ensure the best results.  If other projects takes away the team’s ability to dedicate to the SEM campaign, you will have trouble identifying your most fierce competitors and ultimately, making your campaign more effective.

3.) SEM Can be Competitive and Expensive – Reputable SEM firms have a knack for analyzing a budget and preventing their clients from overspending.  At the same time, many in-house teams fail because they are not able to maintain the budgets they sat aside for the campaign.  A skilled professional can implement measures and polices to help maintain costs while ensuring that the budget is well managed and evenly allocated across the campaign.

4.) SEM Demands Accurate Tracking and Analysis of Performance - Try as they may, but a large number of in-house programs suffer from insufficient reporting.  The beauty of SEM itself is that it is a results-driven marketing tactic so therefore, the best way to gauge the performance of your campaign is through detailed reporting.  An expert firm can help you understand what part of your program is doing good as well as what areas need improvement.  This is done by analyzing critical data, setting benchmarks and optimizing the campaign itself.

5.) SEM Requires an Awareness of Search Engine Polices

Many organizations find themselves in undesirable predicaments once they are banned or penalized for engaging in SEM practices that do not fall in line with search engine policies.  These practices can bring forth damaging results as your site could end up banned by Google, Yahoo and other major search engines.  By outsourcing to a reputable SEM firm, you can get the assurance of a trained and certified team that knows the search engine policies and uses them to measure the overall effectiveness of your campaign.

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]]> http://webhostinggeeks.com/blog/2009/09/25/top-five-reasons-in-house-sem-programs-fail/feed/ 1 How Specialities Can Hinder the Overall Effective of an SEM Campaignhttp://webhostinggeeks.com/blog/2009/08/20/how-specialities-can-hinder-the-overall-effective-of-an-sem-campaign/ http://webhostinggeeks.com/blog/2009/08/20/how-specialities-can-hinder-the-overall-effective-of-an-sem-campaign/#comments Thu, 20 Aug 2009 17:21:06 +0000 Art http://webhostinggeeks.com/blog/?p=483 Several marketing companies are internally divided by specialties.  In today’s web-based world, many are segmented by fields such as web development, design, research and copy writing for example.  This holds true in both agency and in-house environments.  Due to such great diversities, these disciplines don’t always mix perfectly, but are often a necessity to get the job done.  When it comes to SEM however, the talents and skills needed to effectively perform certain processes may not be as unique as one assumes.  The professional who excels at search engine marketing can often handle SEO and PPC simultaneously without passing one of these tasks off to another party and disrupting the team.

When Specialties Get in the Way

Many larger enterprises establish specialized roles for their SEM team with the belief that it creates advantages and efficiencies for the organization.  While such methods have been effective in numerous industries and more traditional marketing schemes, applying them to the world of internet marketing is an entirely different story.  Today’s economy has seen the specialized teams of both interactive and traditional full service agencies fighting over budgets and seemingly trying to justify their sole existence.  It is very uncommon for such an environment to be able lead these teams towards one common goal.  This is especially truly in an ailing economic climate where layoffs have essentially become a regular occurrence.  Even with specialties teams that are focused with the company’s best interest in mind, the extra layer of communication that is required could actually get in the way and render management ineffective.

The Pride of Experts

There is an old saying that states when you have too many cooks in the kitchen, somebody just might get burned.  In regard to an SEM campaign, this could be the case with a company’s SEO or PPC specialists.  Although both offer exceptional value, SEO experts tend to look down on PPC professionals and vice versa.  When someone learns and becomes comfortable with a particular method of SEM, they generally become set in there ways and close minded to the suggestion of others.  Unfortunately, that lack of understanding with such vital  components could drastically hinder the performance of company’s marketing campaign.  For instance, a team member who specializes in SEO might conclude that a certain keyword is too competitive to obtain quality rankings, but lacks the knowledge or support to get around the problem.  Likewise, a PPC expert might determine that a specific keyword is to costly to target, but refuses to get the insight he or she needs from the SEO specialist.  When it comes to SEM in the specialized setting, the overall success of a campaign largely depends on upper management’s ability to facilitate proper strategy, communication and collaboration.

In order to integrate the elements of SEO and PPC in seamless fashion, a company must have a clear understanding of how all SEM tactics and strategies fit into the overall marketing mix.  If your SEM team is not thoroughly cross-trained and willingly to communicate with each, the efforts of your campaign just might come up short and result in nothing but utter frustration.

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]]> http://webhostinggeeks.com/blog/2009/08/20/how-specialities-can-hinder-the-overall-effective-of-an-sem-campaign/feed/ 0 The Importance of SEMhttp://webhostinggeeks.com/blog/2009/03/03/the-importance-of-sem/ http://webhostinggeeks.com/blog/2009/03/03/the-importance-of-sem/#comments Tue, 03 Mar 2009 20:46:32 +0000 Art http://webhostinggeeks.com/blog/?p=223 There are many ways to go about promoting your site and SEM is one of the most effective.  Search engine marketing or SEM, refers to the marketing of a website to improve its ranking in the search engines.  It also describes purchasing paid listings among other search engine related activities.  When embarking upon an SEM campaign, it is important to first understand the benefits of optimization and then employ techniques that will bring prospects to your site.  Just as when getting browsers to enter your store in the real world, the goal is the same here – convert those visitors into customers.

Why SEM?

Today’s internet and World Wide Web see more consumers turning to search engines for the products and services and they seek.  If you are out to establish a strong base of customers and strengthen your bottom line, making friends with the search engines is the way to go.  SEM is a proven technique and has worked wonders for business owners looking to increase their online visibility via the SERPs.  This method involves a combination of various techniques and when used effectively, the consumers who are after your products or services will find you much easier.

A recent study shows that nearly 90% of all website traffic is generated from major search engines such as Google and Yahoo.  This is the very reason why almost every online business owner is currently so engulfed with optimization and marketing their sites for search engine traffic.  As we mentioned before, SEM covers a broad category of techniques and the most important of all is optimization.

Below we have provided details on two of the most commonly used methods of SEM.

SEO

More commonly known as SEO, search engine optimization describes the act of creating web pages that appeal to the search engines.  It generally involves building link popularity and most importantly, implementing relative keywords potential visitors are most likely to type into a search engine.  These keywords are to be inserted into the body of the web page as well as title tags and meta tags.  SEO can be so effective that other SEM techniques might not even be necessary.  Although every method is not required for a successful SEM campaign, SEO is one you can’t do without it.

PPC

Because achieving high rankings in a search engine is no easy task, some rely on Pay Per Click campaigns for high profile placements.  This is the type of model where you pay a predetermined fee when a user either clicks or visits an advertisement.  PPC is an SEM technique that focuses on targeted audiences and particularly, generating sales.

The key to SEO and SEM in general, is knowing how web surfers go about searching for products and services they are interested in.  Keep in mind that they rarely use industry jargon so you have to think like your audience in order to attract them.  This is why SEO experts stress the importance of keyword research.  Whether its genuine SEO, PPC or other methods, keywords are the basis of successful SEM.

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]]> http://webhostinggeeks.com/blog/2009/03/03/the-importance-of-sem/feed/ 0 SEM Basics and Beyondhttp://webhostinggeeks.com/blog/2009/01/15/sem-basics-and-beyond/ http://webhostinggeeks.com/blog/2009/01/15/sem-basics-and-beyond/#comments Thu, 15 Jan 2009 20:20:04 +0000 Art http://webhostinggeeks.com/blog/?p=154 Regardless of the industry, online business is one of the most competitive fields in existence.  More than likely, thousands and possibility millions of other business owners have an ideal similar to your own and are working diligently to outdo you.  Competition is fierce but you don’t necessarily have to generate a million hits each month to be successful.  Believe it or not, there are many sites that bring in steady traffic but you couldn’t tell by the lack of sales.  In the end, succeeding at any online business requires continuous profits because this is what ensures longevity.  The best way to get the traffic you want – people who are more likely to actually buy what you’re selling, is engaging in targeted marketing – you need to learn the basics of SEM.

Short for search engine marketing, SEM is a method of devising your marketing strategy around search engine traffic.  Everyday, millions of web surfers are relying on search engines to find what they need whether its software or airline tickets.  The key to SEM is determining your niche market before you actually start marketing.  The niche market is the people you are looking for, potential customers that have a keen interest in your particular product or service.  You need to figure out where your ideal customers are located and most importantly, how you are going to use the search engines to attract them to your site.  It is critical to determine these factors in advance because delving into marketing without a sound strategy usually ends in failed results.

On the surface, SEM appears to be a strategy that calls for you to limit yourself.  After all, why restrict yourself to a niche market when your product or service can benefit almost anyone?  Despite how it looks, SEM is actually the exact opposite.  This method has been so successful because it qualifies your visitors by automatically disqualifying those who are not interested in your offerings.  Although this particular strategy is web-based, the goal is the same are any type of marketing plan – find the people who are looking for you and convert them into customers.  On the web, reaching this goal is about knowing how they go about searching as well as where they hangout online.

Thinking Outside the Box

While SEM is primarily based on leveraging traffic from the search engines, you don’t have to limit your marketing efforts to Google.  When optimizing your website for a niche audience, you are better assuring the possibility of generating traffic consisting of potential customers.  This can be increased by bringing in visitors by way of special invite.  These are people you find in discussion groups, blogs and other social networking communities.  Whereas traffic from the search engine is likely to stumble across your site and many others like it, these are visitors who took you up on your invitation.  They come in pre-qualified and very interested in what you have to offer.  When utilizing genuine SEM tactics and going beyond the basics, you have a much better chance of bringing in the traffic looking to find you.

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]]> http://webhostinggeeks.com/blog/2009/01/15/sem-basics-and-beyond/feed/ 0 SEO and SEM: What’s the Difference?http://webhostinggeeks.com/blog/2008/12/18/seo-and-sem-what%e2%80%99s-the-difference/ http://webhostinggeeks.com/blog/2008/12/18/seo-and-sem-what%e2%80%99s-the-difference/#comments Thu, 18 Dec 2008 18:28:22 +0000 Art http://webhostinggeeks.com/blog/?p=121 SEO (search engine optimization) and SEM (search engine marketing) are two of the hottest concepts on the internet today.  While these terms are often referred to as one in the same, there is actually a big difference between the two methods.  SEM is rather broad and can be used to describe various aspects of website marketing as it relates to the search engines. In this regard, SEO can simply be considered as an essential element of SEM.  Whereas SEO primarily consists of keywords and links, SEM is far more extensive.

Paid Inclusion

Paid inclusion is something that is heavily discussed when the topic of SEM comes up.  This simply refers to paying a directory or search engine to immediately add a website to its database rather than designing the site to naturally attract search engine robots.  Some view this method as their only option for being listed while others are totally against it.  The hard truth is that there is no way to pay your way to the top of the rankings.  Search engines are increasingly disqualifying sites trying to purchase listings, leaving all their efforts futile.  If this is a practice you choose to partake in, make sure you are aware of the consequences.

Advertising

Advertising is another SEM technique employed by online businesses.  This method involves taking out advertisements on search engine result pages.  These ads are typically display based on keywords a user inputs into a search engine with costs ranging on the number of impressions or appearances of the ad.  What this simply means is that you must pay for the advertisement whether it drives traffic to your site or not.

Pay Per Click

PPC (Pay Per Click) ads are common in SEM as well.  You can have complete control over your campaign with the freedom to select the keywords that trigger your ads, the copy you want inserted and usually how much you want to invest.  Hence the name, you are only required to pay when someone clicks on an ad and is then redirected to your site.  Two of the major PPC networks are Google and Yahoo Search Marketing, each of which come with advantages and disadvantages.  When signing on for either program, be prepared to invest a substantial amount of time and money into running such a campaign.

Unlike genuine SEO, the SEM practices mentioned above offer one major benefit: immediacy.  If money isn’t an issue and you want to increase your visibility on the web right away, one or a combination of these techniques could be the way to go.  Take heed that the disadvantages may be far more detrimental to your efforts.  If your site isn’t designed accordingly, visitors could be turned off when they do get there.  A site that is difficult to navigate and doesn’t deliver what the visitor is looking for is the easiest way to blow your SEM campaign.

SEO First and Foremost

In short, no SEM campaign can be complete without practicing sound SEO first.  The primary goal of SEO is to make the site friendly for both the search engine and your visitors.  So even if you plan to spend money on PPC campaigns and other SEM elements, be sure that SEO is covered before you start heavy promotions.

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]]> http://webhostinggeeks.com/blog/2008/12/18/seo-and-sem-what%e2%80%99s-the-difference/feed/ 0 A Closer Look at SEM Basicshttp://webhostinggeeks.com/blog/2008/12/05/a-closer-look-at-sem-basics/ http://webhostinggeeks.com/blog/2008/12/05/a-closer-look-at-sem-basics/#comments Fri, 05 Dec 2008 18:56:44 +0000 Art http://webhostinggeeks.com/blog/?p=103 Succeeding with search engine marketing begins with extensive research.  By understanding both your niche market and the competition, you can optimize your efforts and generate great results.  This article will go over a few simple steps that will help you excel at SEM.

What are Your Selling?

Before embarking on your SEM journey, it is important to first know the industry you are looking to get into.  For instance, if you plan to sell encryption software, you need to have knowledge of the current security challenges that are faced, what kind of users are after this type of solution and so forth.  A lot of this information can be obtained by keeping an eye on your competitors.  You can also turn to online blogs, articles, magazines and the latest news about your particular industry.

Work Your Niche

When it comes to SEM, understanding your niche market is one aspect that simply can’t be overlooked.  You need to determine exactly who can benefit from the content on your website.  Are you catering to other professionals in the industry or average consumers who all require the same the content?  You can make your SEM efforts more effective by researching keywords and phrases your niche market input into a search engine to find you.  When the traffic rolls in, view your web stats to find out just who is coming to the site.  If it applies, discover why visitors choose to click away from a particular page instead of navigating deeper into your website.  Catering to your audience is one of the biggest hurdles for some yet the most rewarding as well.

Effective Communication

Equally as important as the product or service you intend to sell is how you convey it to your audience.  Your message must be clear and to point, written in a language potential customers can understand.  While your staff and associates may comprehend the technical jargon related to the industry, more than likely, most of your audience will not.  This isn’t easy for everyone, which is the reason why several rely on copywriters to express their message.

Study the Competition

There is much to be learned from the businesses you are in competition with as they can give you some insight on how to approach your audience.  You can play around with a few chosen keywords and see where the search engine results rank the competition.  Study competitive websites and observe their strengths and weaknesses.  Find out what your competitor is doing and if you should be doing something similar.

Friendly Site Design

One way to fail at SEM is a poorly designed website.  If visitors have trouble navigating through the site, they are likely to click away before getting to the bulk of your content.   Make sure your homepage or landing page contains enough information where it clearly gets the point across.  As long as your keywords and links are naturally fused into the content, the search engines will treat them accordingly and help you achieve the results you are looking for.  In most cases, the same content that appeals to your audience will also intrigue the search engine spiders.

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]]> http://webhostinggeeks.com/blog/2008/12/05/a-closer-look-at-sem-basics/feed/ 0 Should You Outsource SEM?http://webhostinggeeks.com/blog/2008/11/19/should-you-outsource-sem/ http://webhostinggeeks.com/blog/2008/11/19/should-you-outsource-sem/#comments Wed, 19 Nov 2008 19:07:07 +0000 Art http://webhostinggeeks.com/blog/?p=79 Search engine marketing and search engine optimization both require a bit of skill and a lot of effort.  Although succeeding at these techniques begins with website design, an experienced developer isn’t always the best person for the job.  With the steep costs charged by SEM firms, several businesses have resorted to outsourcing these efforts to save money and get better results.

Skills Needed

In order to determine if SEM should be cultivated in-house or outsourced, one must first understand the skills required for such as task.  When it comes to effective marketing, these skills are generally divided in the following categories.

Linguistic Aptitude: For the most part, SEM is a linguistic strategy that calls for the matching of the language used by web surfers as well as the language on your website and how it is interpreted by the search engines.  Because some of the most skilled web designers often used highly technical terms, many of them are not able to clearly present content to the visitor.

Research: Accepting the fact that you don’t know something and taking the initiative to learn is a key to effective SEM.  Extensive research will enable you to find out what keywords your niche market is using, how a search engine handles JavaScript, how Flash can be incorporated into an SEO campaign and much more.  When combined with a good knowledge of marketing, sound research can help you find all the answers you need to the burning questions of SEM.

Technical Experience: The more experience one has with web technologies, the better they will be at SEM.  This comes in handy when working with campaigns such as AdWords and Overture as search engines have a different system for the links used in these programs.  Additionally, someone with an understanding of the web should have knowledge on what type of URLs and redirects are SEO-friendly.    

SEM Experience: Although it goes without saying, the more experience SEM expert has, the more qualified they are for the job.  Don’t be fooled by someone that simply has a site or two under their belts.  Get definitive proof on a person’s SEM background before investing into their claim.  This can be done by obtaining WebPosition reports and server stats for the sites they have worked on.

Conclusion

There is so much that needs to be considered in terms of in-house or outsourced SEM activities, especially when the campaign involves more than keywords and link popularity.  You need to think about costs, turn around time, the firm’s experience and much more.  One way to make this determination is to hire an experienced SEM vendor to provide some insight.  A reputable vendor should be able to evaluate your ROI potential in the investment of an SEM venture.  This will give you a few ideas on how to improve the design of your website and optimize search engine traffic conversions.  Because such a move can help you decide on what an SEM investment is worth, it also works wonders on the decision of whether to outsource the operation.

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