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Search Engine Marketing
February 2, 2008

In the past two months we have been researching and redefining our website keywords and descriptions in hopes of increasing our exposure on the net and driving more traffic to our site. After reading the article that we chose for this newsletter, we agree that people run to search engine sites, such as Google to find information on one thing or another. We too are Google search fanatics; shout out to Google! We have even gone so far as to search out top ranked email marketing companies and study their site’s terminology, keywords, and descriptions in attempts to bring new and return traffic to our site. So far it is working out. Nothing to write home to Mom about yet, but our numbers have increased and we did not have to pay for it!

We are redefining our keywords constantly to ensure that we attract the best customer for eBiz Marketing. We actively engage in social bookmarking, partner site link exchange programs and banner exchange programs to increase our exposure on the net. Getting your web site link on other sites that offer these types of programs is extremely important. Links bring direct traffic and they assist in ranking higher in the major search engines. The great thing about the link or banner exchange programs and social bookmarking sites is that is free. It takes time and effort, but the benefits are tremendous. (Once this newsletter is released, it will be posted in over 49 social bookmarking sites!)

We added an article on Pay Per Click (PPC) Banner Ads. Check this article out and if the PPC advertising fits into your budget then by all means do the research and jump right in. But if it isn’t in your budget you can at least take advantage of the cost free versions until you can support paying for the attention you want from a PPC program.

You must monitor your site's traffic to ensure that your keyword choices are working and if they are not you need to redefine them. If you don’t have a monitoring system, there are several out there that will not cost you any money. One site is StatCounter. Set up an account to gage the effectiveness of your web site.

And check out SEO Lies - A Report About SEO Truths .

Enjoy the below articles and good luck.

Edwina

JOANNA L. KROTZ

Making Sense of Search Engine Marketing

It’s hardly a news flash. The buzz about search marketing has become a roar—and the volume keeps turning up.

But what exactly is this kind of marketing? And what does it do?

Search engine marketing (SEM) is based on the fact that nowadays everyone heads straight for a search engine whenever he or she wants to find something—whether online or off. That goes for teens looking for jeans, tourists searching for a restaurant, IT consultants checking out new servers, and on it goes.

For instance, 57 percent of nearly 2,400 U.S. online users felt that "performing searches on search engines has become more important to their use of the Internet in the last year," according to a 2007 survey of online search behavior by JupiterResearch and iProspect.

How search engine marketing works

Given this growing consumer habit, the idea behind SEM is pretty straightforward.

SEM helps you find the customers who are trying to find what you sell. One way you can do that is to use software such as adManager in Office Live Small Business to identify the keywords or phrases that prospective customers use to search for the products or services you market.

The upshot? When you get the keywords right (read on to learn how to optimize keywords on your site or pay for listings), and searchers input those words or phrases into engines such as Google and Live Search, your site will show up high on the results page.

The goal is to choose specific keywords in order to attract your best customers. The more relevant your keyword the more prominent your listing will likely appear on the results page, which helps draw traffic.

For example, if you sell only mozzarella, choosing "cheese" as a keyword is much too broad. Visitors looking for swiss cheese will click on, and then click off disappointed.

Few people bother to scroll down to the bottom of the page, which is why you want to be top-ranked. Even fewer actually click onto succeeding pages. At a minimum, you want your brand or product to outrank listings from your competitors.

By putting your wares in front of the people searching for exactly what you sell, you increase your exposure and boost sales. (Once that visitor clicks onto your site, you’ll still need to motivate him or her to hang around and explore. These tips can help you do that.)

Choosing from search marketing options

Despite the different terms and jargon you might've heard, search marketing falls into just two main categories: free and paid.

Free search, also called "organic search," is just that. You invest time and effort, instead of money, to achieve the rankings you want on results pages.

How? By smart Search Engine Optimization (SEO). You "optimize" the content and product descriptions on every page of your site so that your chosen keywords are prominent and used repeatedly. Then, when the engine searches for relevant results, your site "looks" like a great match because the keywords pop up several times. (For more information on keywords, see our next newsletter "11 ways to optimize your search engine marketing.")

Paid search, often referred to as "sponsored listings" or "search advertising," means you pay for the privilege of getting better, higher placement on results pages. How much you pay will depend on how popular your keywords are to other marketers. Read More (Password ebiz75)

Pay Per Click

Marlon Sanders

In the past, when tracking was scarce, few people paid attention to the returns they made on their banner ads. Since they had almost no way to separate out the returns they made from banner ads from the returns they made from other advertising campaigns, they often ignored the difference, rather than trying to figure it out.

Today, things are quite different. Tracking returns on different advertising methods is trivial. It usually amounts to copying-and-pasting a small piece of code; and then monitoring traffic and sales statistics that that code tracks over time.

Shortly after web masters smartened up and started using tracking systems, many found that their banner ads - which they were paying for by the impression - were underperforming. Thus, there was a great departure from using banner ads. While almost every Internet-based business used to use banner ads, many left in search of different forms of advertising.

'Pay for performance' and 'pay per click' advertising media--such as Google Adwords--sprung up, allowing advertisers to pay only for the clicks they got--not for the impressions. Most advertisers saw this attractive and made the switch. As a result, most Internet marketers don't use banner ads and will generally tell you that they've had their day, but are no longer a good way to spend advertising dollars.

For a short period of time, that was true. But it's no longer the case. Today, you can purchase banner ads that are 'pay for performance' or 'pay per click'--just like Adwords. This means that you only have to pay when someone actually clicks through your banner and goes to your site. And since the herds of advertisers are now flocking to Adwords and other textual ads, this is the best time to take advantage of depressed prices for banner ads. Read More (Password ebiz76)

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