Search Engine Marketing
Online advertising services through targeted SEM campaigns is about building authority for a web site and a business. Digital SEM services combine SEO, content marketing and social media web promotion campaigns to establish authority and digital rapport with future clients. Developing a reputation as a solution provider through solving search queries with focused optimized (SEO) content that reach multiple marketing channels can establish a company as an industry leader and increase web visibility.
The majority of our SEM and SEO clients approach us after being victims of unscrupulous marketing agencies that not only damaged their brand… agencies destroyed the URL that their business was built with. In some cases, a web site was penalized so much that it was beyond repair. A new company URL and web site had to be created in order to establish a framework that could be marketed. Google penalties over optimization dropped digital ranking and incoming site revenue. At 2 The Top Marketing, Inc. we are an SEM agency that understands the importance of your domain name and see it as part of the foundation that your business or company was constructed on. A business domain name must be protected at all times from being inflicted with potential penalties. As many SEM agencies focus highly on a businesses short term social media or search engine solutions we look at sustained SEM and SEO management through white-hat techniques that build and protect a company.
Most marketing agencies focus on keyword ranking as a measurement of success for a search engine marketing campaign. Business owners are flooded with emails from SEO and SEM agencies claiming a first page ranking in Google or top placement for a one-time fee. At 2 The Top Marketing we pay close attention to the search engine rankings of our clients but it is one of many different factors that can show a positive trend within a targeted SEM campaign. But traffic that can be converted into a customer is a far more meaningful measurement. There is more to search engine marketing than top placement for a specific search term. I would bet that the majority of businesses are spending marketing dollars trying to position themselves for keywords that have very little return on investment. Part of the reason for this is that the keywords believed to generate revenue do not convert to sales. The most important part of an SEM campaign is determining which phrases to market and which terms reach an ideal consumer base.
The algorithms that return results for search queries continually change in order to provide better results. Ranking penalties are now applied to sites that over-optimize for a specific keyword. Sites that are rewarded are those that use multiple words or phrases within a market and discuss concepts within or surrounding a keyword. If written and constructed correctly, one page of content should be able to show up for multiple searches queries surrounding a particular topic. With SEO, our goal is to provide better content to site visitors, allow search engines to quickly understand a subset of phrases content is focused on and allow for site traffic through multiple search queries.
Understanding analytics and search engine metrics is what allows us to make educated decisions about a marketing campaign. What data is really valuable? We can look at ranking position, social media ‘Likes’, or site traffic but at the end of the day, conversions are what actually matters. The purpose of marketing a web site is to create leads or increase sales. Any other measurement outside of these two objectives may be noteworthy but not a signifier of reaching a campaigns ultimate goals.
Data reduces the emotional attachment to a marketing campaign. Many clients initially approach us wanting to rank for a specific keyword believing it generates conversions. Maybe the keyword phrase is based on the desire to top a competitor or maybe it is a word commonly used in a business marketplace. However, beating a competitor is not the goal of a campaign. More often than not, competitors are marketing the wrong way and following the heard can return poor results. Ranking for a phrase your industry uses rather than the keywords potential clients are using to search is a common error that search data can uncover. The proof of a successful campaign are measurements of the results and not determined by secondary factors.
Analytics don’t just show us results of our marketing campaigns… analytics drives our campaigns.
Understanding the nuances of search engine marketing combined with inbound marketing strategies 2 The Top Marketing constructs inbound marketing campaigns designed to convert traffic. The first phase of any SEM campaign is to complete a site analysis. Search engine make note of specific site attributes and they view a web site entirely different than what a person can see. The biggest flaw we find is the amount of and quality of site content. The biggest argument to adding additional content to a site is that “Users don’t want to read that much text.” Visitors to a site do not want to read endless amounts of extraneous text because the problem with it is not the length but rather, it is not informative enough, does not have a unique look at an issue or simply is not written well.
Content marketing can boost traffic through search engines. Search engines love well written and original content and site visitors will read because it has value and it is delivered correctly. Agency SEM involves analysis of looking at how content on a site is structured. Is it broken into easily understood headers, is there a table of contents to easily allow readers to jump to important aspects of the text and does the content provide enough original and educated ideas to be worthy of reading. SEO is an integral part of any company SEM strategy focused on acquiring digital traffic from Google. More often than not, site content just reiterates the same ideas and thoughts as that of a business’s competitors.
One of the key aspects to search engine marketing is looking at user experience. Companies providing engaging content keep visitors on a web site longer and reduce the bounce rate. Let’s look at this scenario:
A visitor finds your site ranked high on a search engine so they click to visit your web site. If they immediately return to the search engine it is a clear sign that your web site did not fulfill the search query. Not every visitor is going to love what you have to offer and every site has bounces but if the bounce rate is high it tells the search engine that you should not be ranking for that keyword. Keeping people on your web site and providing a lot of content that delivers information or solutions reduces bounce rates. Web sites that incorporate multiple forms of media on a page can also reduce bounce rate. Agency data on digital traffic driven from Google has shown that a video or graphic heavy web page can hold attention far easier than text alone .
A web site is not the only online marketing tool we implement into an SEM campaign. Search engine traffic typically goes to a web site but in many cases, properly optimized social media profiles can rank for phrases that generate traffic as well. In many cases, social sites can boost SEO and SEM by providing more inbound digital links to a site. There are a few aspects of ranking additional media on search engines that are appealing. Many SEM agencies are fighting for a limited number of available ranking positions on a search engine results page. If a business can occupy several of those positions it not only increases traffic but occupies a slot a competitor would otherwise occupy. A good SEM agency can provide multiple digital listings of the same business in search results to brand a business and build credibility. “Clearly it is a good business if Google returns several results for the same business.” Multiple listings provides the perception that a business is bigger and more in touch with a market.