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search
engine marketing campaign will drive
more website traffic at a lower investment than
any |
| other form of website
marketing. Period. Yet the overwhelming majority
of website owners ignore the easiest route to a
continuous flow of highly qualified leads. |
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| Consider these facts. A Georgia
Tech survey shows that 85% of its respondents discovered
websites through search engines and were searching with
intent to purchase. Jupiter-MetaMetrix statistics show
that search engine usage is expanding at double-digit
rates. Marketing Sherpa studies report that website owners
who implement search engine marketing campaigns realize
a 24% - 500% greater revenue. |
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| Why
Search Engine Marketing? |
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| In its simplest form, search
engine marketing is the execution of a search engine optimization
strategy to gain higher ranking in search engine query
results. A potential buyer implements a search for websites
that it hopes will provide a needs solution. Those web
pages in the first page of results will enjoy a greater
market share of search engine referred leads. Those pages
in the highest ranked positions will receive the greatest
share. The purpose is the acquisition of new customers
and seizing the opportunity of transforming them into
lifetime value. |
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| Justifying
the Search Engine Marketing Investment. |
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| Business nature is attaining
the best results at the lowest investment. It's called
cost-effective. In the case of building website traffic,
it's a matter of acquiring high quality leads at the lowest
per-unit-cost. No other website marketing method accomplishes
that goal more effectively than achieving high search
engine ranking through an optimization strategy. Let's
compare the options. |
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Direct
Mail. Returns are extremely low. Printing and postage
costs alone can exceed 50 cents per mailed unit. Even
at a very reasonable lead-result ratio of 2%, the cost-per-realized
lead would be $25 each. Except in rare instances, that
result is well above the budget of even big business. |
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Pay-Per-Click Engines.
Overture can provide value if the bid-rate for the top
three ranked positions is low enough to support the conversion-rate
versus average margin derived. That threshold rate is
uniquely different per website owner. However, depending
upon the volume of potential monthly searches for a particular
keyword phrase, search engine optimization will return
substantially greater value at a lower per-unit cost. |
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Do Nothing.
Most website owners will simply launch a site, do absolutely
nothing to create visibility and wait for volume traffic
that never comes. It's sort of like buying an expensive
user-friendly phone system and then having an unlisted
phone number. Or placing an attention-grabbing billboard
in the middle of a forest next to a dirt road. |
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| Search engine optimization
that attains high search engine ranking will result in
greater ROI with substantially greater added value. Even
an affordable pay-per-click strategy should always be
synergized with search engine marketing. |
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High search engine ranking is perpetual,
24 hours a day, 7 days a week. It's visibility that never
sleeps and continually performing. It's visible to the
entire world's market…an almost infinite target audience. |
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Unlike print or publication advertising,
a promotional message can be modified instantaneously.
The flexibility of test "trial and error marketing"
is a huge advantage with little associated expense. |
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Search engine referred leads are of the
highest quality because they are looking for specific
solutions with predefined intent. |
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| Increase
Web Visibility, Perpetually. |
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| If you want a larger market
share, high search engine positioning is essential. Over
500 million worldwide users have Internet access and the
number is growing exponentially everyday. Combined, they
perform a billion and a half searches every month. Put
your website in a position to be discovered by your most
sought-after targets. |
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