What is Search Engine Marketing?

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...trade-shows.
The importance of good content mustn't be underestimated as apart from the fact that good relevant content will bring 'searchers' to you it is that same content that will engage the visitor when they arrive at your site.
Getting engaged
Now the beauty of 'search' marketing as opposed to more traditional forms of advertising whereby you had to catch a prospects attention when they were doing something else like watching TV or reading a magazine is that by 'definition' they are 'searching'. While this might seem obvious when potential customers are in that 'searching mode' they are looking for...

...instant gratification.
When they get to a website they want to quickly understand;
- What you do
- How you can solve their current problem
- What are your USP's
- Why should they choose you
One great way of succinctly answering all of those questions is with an online video, the additional benefit being that search engines are turning more and more to something called 'blended search' which includes video, local, news and book content in the top 10 search engine results pages.
Keeping the customer satisfied
If you don't provide the information that a potential customer is looking for and a clearly communicated 'next step' they are very quickly going to click the 'back' button and find what they are looking for on one of your competitors web sites.
The old A-I-D-A advertising principles of Attention, Interest, Desire and Action are as relevant in today's online world as they once were in traditional advertising.
You need to get people to your website and then you need to tell them very quickly exactly 'what's in for them', you need to keep their interest, sell the benefits of why they should do business with you and then make it as easy as possible for them to contact you.
Search Engine Marketing in today's fast moving world is... continued on page four >

 

 

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