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Traditional marketing and search engine marketing, often referred to as search engine optimization, are very similar regarding competition and business goals. There is positioning or competition for space that is valuable and can drive business. How much is that worth? That is determined by your market, the volume of monthly traffic that your keywords drive, and by the part of the buying cycle where your keywords sit.
The Standard Marketing Model Compared to Search Engine Marketing
There is a significant difference between the potential customer in traditional marketing compared with search marketing. At the heart of the difference is motivation, as well as their place in the buying cycle. SEM allows one to measure and calculate costs and return on investment at a level that is not possible in traditional marketing.
Interruption marketing is how we describe traditional forms of marketing. You sit down and watch a television show and a commercial comes on. Your focus is on the program you selected and now, if you have not skipped through the commercial on your pvr, you have to sit through something you did not want or ask to view. Traditional marketing is like throwing out a big net into the ocean. You may catch a lot of fish, but you might not catch any. And you only have 30 seconds to do it in the case of tv ad buys. So their ultimate hope is that you'll select them when you are actually in a position of desire and opportunity to buy.
With search marketing, customers are actively engaged in seeking your products and services. These potential clients may even have their credit in hand at their computer or smartphone and are all set to make a purchase. In either case, they are much further along in the buying cycle than the consumer who was earlier targeted by a tv ad. The really special thing, is that when they do enter your site, you can find out where they came from, what type of device they were using (smartphone, tablet, or computer), where on they page they were looking, how long they stayed and so on. The amount of actionable data you can gather is astounding.
Keyword Research
The proper keyword research is the foundation of any search marketing campaign. You could end up doing tons of work and not really achieving anything meaningful if you have chosen poorly. You may be showing up number one for "fitness freaks who eat french food" but if this search term is never actually searched, then what is the point. Understanding where you want to focus your efforts is a big part of the keyword research process. Having the big picture view of your approach to keywords is also critical to your success.
Where should you emphasize your focus on your keywords? Highly competitive words may not be the best place to start. They take longer. You'll have less data to review. And it is easy to get discouraged if you are new to search engine marketing.
Mixing the levels of competitiveness for your terms is a more balanced approach and one that should be encouraged, especially for those new to search engine marketing. You'll get some results, some setbacks, and some data to take action. That is the risk you take when you have not managed hundreds of campaigns or seen movement, both positive and negative, on thousands of keywords. One can sometimes lack the proper perspective to evaluate what is working, what takes time to work, and what needs changing.
Naturally, this is one of the factors that leads business owners to seek out marketing agencies to manage their campaigns.
The Standard Marketing Model Compared to Search Engine Marketing
There is a significant difference between the potential customer in traditional marketing compared with search marketing. At the heart of the difference is motivation, as well as their place in the buying cycle. SEM allows one to measure and calculate costs and return on investment at a level that is not possible in traditional marketing.
Interruption marketing is how we describe traditional forms of marketing. You sit down and watch a television show and a commercial comes on. Your focus is on the program you selected and now, if you have not skipped through the commercial on your pvr, you have to sit through something you did not want or ask to view. Traditional marketing is like throwing out a big net into the ocean. You may catch a lot of fish, but you might not catch any. And you only have 30 seconds to do it in the case of tv ad buys. So their ultimate hope is that you'll select them when you are actually in a position of desire and opportunity to buy.
With search marketing, customers are actively engaged in seeking your products and services. These potential clients may even have their credit in hand at their computer or smartphone and are all set to make a purchase. In either case, they are much further along in the buying cycle than the consumer who was earlier targeted by a tv ad. The really special thing, is that when they do enter your site, you can find out where they came from, what type of device they were using (smartphone, tablet, or computer), where on they page they were looking, how long they stayed and so on. The amount of actionable data you can gather is astounding.
Keyword Research
The proper keyword research is the foundation of any search marketing campaign. You could end up doing tons of work and not really achieving anything meaningful if you have chosen poorly. You may be showing up number one for "fitness freaks who eat french food" but if this search term is never actually searched, then what is the point. Understanding where you want to focus your efforts is a big part of the keyword research process. Having the big picture view of your approach to keywords is also critical to your success.
Where should you emphasize your focus on your keywords? Highly competitive words may not be the best place to start. They take longer. You'll have less data to review. And it is easy to get discouraged if you are new to search engine marketing.
Mixing the levels of competitiveness for your terms is a more balanced approach and one that should be encouraged, especially for those new to search engine marketing. You'll get some results, some setbacks, and some data to take action. That is the risk you take when you have not managed hundreds of campaigns or seen movement, both positive and negative, on thousands of keywords. One can sometimes lack the proper perspective to evaluate what is working, what takes time to work, and what needs changing.
Naturally, this is one of the factors that leads business owners to seek out marketing agencies to manage their campaigns.
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