An introduction to Search Engine Marketing (SEM), including Search Advertising and Search Engine Optimization. I also explain details regarding the search business model and ranking algorithm that
An introduction to Search Engine Marketing (SEM), including Search Advertising and Search Engine Optimization. I also explain details regarding the search business model and ranking algorithm that are relevant when implementing SEM.
As a Web site owner, how do you pick the best keyword phrases?
Start by identifying keywords that maximize the chance of conversion (e.g. someone clicking on search ad and then completing a form)
For example, if you are a Chinese restaurant, you do not want to buy the “Seattle appliance repair” keyword. You might get clicks, but you will get low conversion because you are attracting the wrong users.
To minimize cost,
Pick keywords with the highest search volume but lowest competition.
Word your ad effectively: The more your ad gets clicked, the less you have to pay per click.
The benefits of SEO (getting listed in actual search results) as compared to Search Advertising:
No cost - Organic results are listed based on the search engine’s measure of your relevance and quality, not your advertising dollars, so you don’t pay a “tax” per click
Get more traffic - Most people click the organic search results, not the paid advertisements [ Mohit – And, you may end up ranking for keywords you would not have thought to bid on via paid results]
Get visitors with a higher education - Research shows those who click on organic search results more often have a higher level of education
Longer lasting rank and traffic - Search engines record your ranking history, helping you rank highly in the future, and they only reevaluate your rank every few weeks or months, allowing you to maintain your rank longer
Source: MarketingSherpa & Enquiro Research via http://www.hubspot.com/organic-vs-paid-search Copyright (c) 2008 Mohit Srivastava
Index Crawling Ranking Copyright (c) 2008 Mohit Srivastava
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