15 Search Marketing Best
Practices That Deliver Results
Search Engine Marketing [SEM] is the umbrella term for organic Search Engine Optimization [SEO] and funded Pay-Per-Click [PPC] marketing. SEM is the strategy of creating or modifying the look and content of a website in order to achieve higher rankings in Internet search engines such as Google, Bing and Yahoo. The primary goal for any aggressive SEM campaign is to improve the volume and quality of traffic to a website that ultimately converts into leads and/or sales.
Listed below are 15 search marketing best practices that will help you attract the right online audience that will deliver better website conversion results.
To receive the complete list of 15 ways, download the PDF below:
1 Select Keywords/Phrases
Keyword research should be your first step. Start by doing as much keyword research as you can to pick the right keywords or in most cases, keyword phrases, that center around your product or service lines. If your company sells 'shoes,' then your keywords or phrases might be, "running shoes" or "steel-toed shoes."
2 Get Inside Your Customer's Head
The keywords/phrases should be based on what you think your prospect or customer will type in the search bar. A common mistake is crafting search terms that might fit the business, but are not typical search phrases used by your target audience.
3 Group Your Keywords
Segmenting your SEO keywords into groups or themes will improve the quality and relevance of your website copy. The search engines like to see relatable, relevant content around specific themed keyword groups. As a result, your website pages with this associated content will move up in the rankings. In PPC, group similar keywords into ad groups so ads are relevant to the theme.
4 Focus On Non-Branded Traffic
Search marketing is often synonymous with generating awareness online especially to target audiences that may not know you exist. When they search without using a brand name, these searches are referenced as 'non-branded' traffic and they are very important to building your brand online. Most of your keywords/phrases should focus on non-branded searches in order to gain awareness and grow the brand.
5 Enable Analytics
Ensure that Google Analytics is installed and configured. Google Analytics is a powerful web analytics tool that enables business owners, marketing professionals, and website managers to gain invaluable insight into the performance of their website. Resolve any issues with domain configuration, redirects, site architecture, and navigation errors.
Director of Strategic Marketing, BEM
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