What Good Can Search Engine Marketing Do For You?

By: Heidi Cridland

A question we often ask ourselves is ‘how do I measure the value of my website?’ The problem is that there are so many different value metrics, it’s difficult to know the value of search engine marketing. Each website is different and has a different purpose. That may be selling a service or product, educating people or possibly just creating an online community. One of the ways we measure our websites success is by measuring the number of visitors to the website who engage with the site and are interested in what the website has to offer.

This obviously means that getting more visitors from a search engine on a text query that describes your site’s purpose is good value. The number of people that use the web on a daily basis to search for information, products or services is high. There are literally millions of searches performed daily. Out of all these searches it’s often the sites that show in the top 10 or so positions that will get the majority of traffic from these search results. SO when you think about it, do you really think you cannot afford to be in these top listings? If you’re not there… then your competitors are and they are taking all the potential traffic and visitors from finding your site.

So, what exactly is available in the way of search engine marketing?

There’s no doubt that anyone who has internet access has heard of Google. Google has it’s own Search Engine Marketing platform, Google AdWords. This allows you to put your message in front of potential customers at the right time and in the right place. It’s as simple as writing your ad, choosing your search terms and setting a budget. Potential customers will see your ads when they search your terms and when your ads show, you could find yourself with a new customer that may just come back time and time again. There are a number of Google AdWords Certified Partners who provide quality and experienced management of Google AdWords accounts. Managing your own AdWords account can be difficult unless you have significant understanding of the system, including negative keywords, quality scores and other factors that influence what you pay and where your ads show. Finding a certified partner may be the best option for you.

Another of the popular search engines is Yahoo. Although this is not as popular as Google, it can still bring a large amount of traffic to your website if used correctly. Yahoo search marketing works much the same way as the Google AdWords system. The ads you place in your Yahoo account will show on both the Yahoo and Bing search engines. You will often find the cost is lower on the Yahoo search engines due to the lower traffic and less competition. Just because other businesses don’t have a Yahoo Search re Marketing Campaign, doesn’t mean you don’t need one. You can gain valuable business by having both Google and Yahoo marketing campaigns.

Everybody knows how popular Facebook has become in today’s society, but do you realise they have their very own pay-per-click advertising program for businesses. Facebook is the second most popular website and has about 12 million Australian users. The Facebook pay-per-click system is far more targeted than Google and Yahoo as it collects many details about its users. It can know the gender, age, location, education level and the interests of an individual. By using specific targeting you can remove all the people no in the demographic of your target market and target only those who are more likely to benefit from what you have to offer, and are more likely to convert.

If you’re really not sure about any of the search engine marketing options, then you may wish to discuss your choices with an internet marketing professional. There are a number of experts out there who have years’ experience with the internet marketing availabilities. You may wish to start with just one or have a mixture of all three. A small budget put towards each of these mixed with some analytics data will give you an idea of how each different platform can work for your business and will allow you to make a decision about which way you want to go. You may choose to continue with only one of the options, or continue with all three. The choice is yours however, you will find that each of these has the ability to grow your business. For more information contant the SEM Specialists at Softcom Web Solutions.

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