Today there are many ways to market your website and brand online to drive new clients, consumers, and buyers. Internet marketing provides the opportunity to reach your target market at the right time and place during the consideration and buying cycle. Internet marketing is the least expensive and most track able form of advertising available when compared to traditional forms of advertising like T.V., radio, print, direct mail, and billboards.
Search is now UNIVERSAL. At one time search engines only provided information on websites and advertising. Now search has gone universal by displaying results from video, websites, news articles, blogs, photos and more. Soon, search results will include social network comments and posts as well. Thus, it is very important to manage and maintain a strong profile in almost every facet of search results. Internet marketing can fill that need.
Searchology has the experience and ability to create online traffic, higher ranked websites, and drive quality visitors. In addition, we track your website in order to track ROI and provide a link between online marketing efforts and results.
What Is Searchology?
Searchology [surch-ol-uh-je] – noun – origin: 2005 ~ search + ology
- The science that deals with marketing websites, landing pages and other World Wide Web wonders via natural means or paid placements (aka pay per click, content advertising, banner advertising, mobile advertising).
- The study of human interaction and websites, display ads, text ads, video ads and other forms of continually emerging Internet technologies and online destinations.
- The art form of creating high impact bright and shiny objects [online] which will propel the viewers to interact and take action based on messaging and creativity.
- The analysis of collected data from human interaction and marketed websites without loosing ones mind.
What is Internet Marketing?
- Search engine optimization
- Pay per click advertising & Banner ads
- Social media marketing and optimization
- Mobile advertising
- Reputation Management
- Landing page optimization
- Local online marketing
- Website Analytics
- Email Marketing
- Website tracking and tracking of all online marketing methods
- Behavioral targeting
Search Engine Optimization (SEO)
Search Engine Optimization (SEO) is the process of creating content for your website which will be attractive to potential visitors and the search engines [Google, Yahoo & Bing]. The SEO process begins with discovering which keywords have the potential to drive the most qualified website traffic to your site. Once the keyword selection process is complete, content creation (website copy) is the next step in the optimization process. Search engine optimization has been a practice since 1995-1996.
Other factors in SEO are (but not limited to);
- Link building – other sites directing traffic and credibility to your website via links
- Off page variables – social media, blogs, network groups, online articles, video, photos
- Meta information – keywords, title tags, page descriptions
- Link quality
- Site structure – how your website is constructed
- URL attributes – how the URL for each page is viewed and tagged in website files
- Content – quality of your website content is the most important factor in quality SEO
SEO can take several months before the search engines index the website and serve the new content to proactive searching individuals. The reasons it can take so long for a website to gain higher rank are many. According to Google there are over 200 variables used to rate and serve a website. Patience and determination are key components to successful SEO. Before the optimization process begins it is important to take stock of past website data to determine key performance indications which will help gauge success of the SEO effort. Website analytics is a critical component to all SEO efforts and all Internet marketing efforts.
Please be very wary of individuals, firms, or SEO companies which guarantee top placement within the first page results for your keywords. They cannot control the search engines or the search engine algorithms. The search engine algorithms are highly protected and no one except the creators and curators of the various search engines know exactly what aspects of a website are used for higher ranking. Google’s Matt Cutts puts it best, ‘Don’t write for the search engines. Write for your visitors and you will achieve better ranking.’
Pay Per Click Advertising (PPC) & Banner Ads
Pay per click (PPC) advertising can be set up and implemented across all major search engines [Google, Yahoo, Bing, Ask & AOL]. Keywords are bid on, much like a commodity, and the advertiser is charged only when a visitor clicks on the advertisement. Most ads are composed of text with the keyword inserted in the advertisement. The cost of advertising depends on the type of budget you wish to allocate to the endeavor. Typical budgets range from $1,000 and can climb into the millions of dollars based on scope, market size, and other factors.
All pay per click campaigns can be targeted to specific demographics, cities, countries, states, and multiple languages. All pay per click campaigns are tracked and record data such as; clicks, impressions, click through rates, and conversions. Pay per click advertising can be implemented in 24 hours to 48 hours with proper research, tracking, and ad copy. Pay per click advertising started to gain major ground when Google introduced Ad Words in October 2000.
A strong second to pay per click ads is banner advertising. Banner ads provide a unique opportunity to show your brand and message to a wider audience. Often , response rates to banner advertising is much lower than pay per click, however, your message is displayed for a longer period of time visually which can promote natural search as well. Banner ads can be created on Google and Yahoo without the need to hire a firm to build banner ads.
Banner ads can be targeted just like pay per click and can have the same type of pricing model. In addition, there are my types of media buys available for banner ads on specific websites and across partner sites like Google, Yahoo, and Bing.
Social Media Marketing & Optimization (SMM\SMO)
Social Media Optimization (SMO) and Social Media Marketing (SMM) are really one and the same. Creating company profiles on LinkedIn, Facebook, MySpace, Twitter, and creating groups on various sites are the key components to building a strong social media presence.
Social media is very new and could be directly associated with the fantastic success of Facebook over the past few years. The addition of Twitter offers the opportunity to hear from your favorite company or movie star every second of the day. Social media is not a proven technique in delivering more sales and leads. In addition, social media can be difficult to track and measure.
The real benefit to social media is brand development, brand awareness, and building relationships with consumers and clients. Social media is still a very new addition to the Internet marketing mix and should be a part of all online efforts to some extent.
With the advent of the iPhone, mobile advertising is on the verge of becoming a significant contributor to online marketing ad dollars. Mobile advertising works much like pay per click, you will only pay when a user clicks on your advertisement. There are other pricing models which require an advertising buy based on a cost per one thousand impressions (CMP) basis.
Online Reputation Management (ORM)
Online Reputation Management usually takes place after the damage has been done. When unhappy clients or consumers post negative remarks on various blogs, online communities, etc, can become very damaging to a brand and company reputation. ORM takes a great deal of work to push down the negative comments and replace them with more positive content.
ORM is a combination of disciplines which collectively work as a whole to drive down negative posts. SEO, contextual advertising, banner ads, social media, and articles will all contribute to pushing the negative comments down in the search results. Most often, negative comments directly impact brand names and company image.
Lading Page Optimization
Landing pages are used in conjunction with online marketing efforts like pay per click and banner campaigns. Landing pages contain a strong call to action and a simple sing up or buying process associated with the marketing message. Landing pages can be created quickly and be extremely targeted with content and easy to uses. Landing pages should be revised based on the type of campaign that is being run…failure to do so may result in very poor quality scores on the paid search results.
Local Online Marketing
All of the marketing methods above can be scaled down to suit a very local level. By targeting keyword variations and revising content, the ability to reach out to local audiences and markets can be one of the best forms of direct marketing available today.
Website Analytics is a way to track your website traffic and online marketing efforts. There are many companies that offer online tracking tools. Technical Frame work recommends Google Analytics (GA). Google Analytics is a free tool which tracks visitor volume, pages viewed, tracks conversions, and much more. We recommend all marketing efforts and SEO efforts include the installation of some form of website analytics.