The similarities between Search and Traditional Marketing
Search Marketing employs the same tactics as traditional marketing. If traditional marketing gurus are bent on attracting the public at large than Search Marketing strategists expend maximum energy and effort in attracting web traffic. The end view is to convert visitors into prospects.
Search Marketing, which was launched sometime in the 90s, is a broad expression covering specific internet marketing aspects such as Search Engine Optimization (SEO), Search Engine Marketing (SEM), Pay Per Click (PPC) and Paid Inclusion search engine advertising. And now there is a new kid on the block: Direct Navigation.
More than half of the web surfing population uses Search Engines to locate goods and services. Search Engine ranking, therefore, is of utmost interest to business owners who advertise their goods over the web. In the cyber world today it is the titanic triumvirate of search engines – Google, MSN, and Yahoo – that rules the roost.
First things first, No marketing tactic is ever going to work without a sound deliverable or product. The best link building and page optimization strategies are likely to fall flat without product soundness. A lot has been written lately about vendors and their marketing strategies innovating faster than the product they market. While slick marketing may attract desired traffic initially it ultimately rebounds on the product or service.
Businesses tend to sink a lot of money in Search Marketing, which is quite understandable give the competitive world (read cyber world) we live in today. Search Engine Marketing is going to double, predict marketing pundits, by 2013. In the US alone, it is likely to go up by $ 26 million.
Realistically speaking, however, there is no need to flush down such huge amounts as cheaper marketing tactics are possible. Just look at what your competitors are doing and see if you can come up with something better – and cheaper.To leverage the best value out of Search Marketing placement – or distribution – is absolutely crucial. The right keywords are the key here as they can either propel or hurtle the position of your website on key directories. Last but not the least; make your content look attractive by using catchy and appropriate Meta description tags to begin with.
Like we said before, virtual Search Marketing is not much different from physical marketing. A judicious choice of practices is of essence here.