Search
Engine Marketing Search
engine marketing is composed of two primary areas,
search engine optimization (SEO) and pay per click
(PPC) advertising, plus several related areas
including search optimized press releases, local
search marketing, contextual marketing, and paid
inclusion trusted feeds. In order to reach the
broadest audience of potential customers it is
vital to evaluate each element and determine how
or if it factors into your overall online search
engine marketing strategy.
At The TAC Group we have
the expertise to assist you in developing and
implementing a successful search engine marketing
strategy. We have developed successful campaigns
using a holistic approach incorporating search
engine optimization, pay per click advertising,
local search, contextual and paid inclusion as
well as campaigns focusing on only one or two
elements of the search engine marketing equation.
Each of our clients has different goals and different
budgets. We don’t believe in a one size
or one method fits all approach to search engine
marketing. Our campaigns are tailored to your
specific needs.
Search Engine Marketing Services
Search Engine Optimization
(SEO):
Search engine optimization or SEO is the practice
of getting web sites to rank well within the natural
/ organic search engine returns. SEO is comprised
of two distinct elements the on page factors and
the off page factors.
On page factors are those
contained within the actual client web site. These
include title, Meta, alt and header tags, web
copy, site structure, and internal linking structure
among other elements. Off page factors include
inbound links, anchor text, link neighborhoods,
and link context among other elements.
Pay Per Click Advertising:
Pay per click (PPC) advertising
was pioneered in 1997 by GoTo.com which later
changed its name to Overture Services and was
subsequently bought out by Yahoo! in 2003. Pay
per click advertising allows a company to bid
on a keyword in order to appear on the search
results page that a search engine returns for
that user query. PPC ads are usually displayed
at the top and bottom of each search return page
and along the right hand side surrounding the
natural / organic search returns.
Currently there are two major
players in the Untied States PPC market, Google
and Yahoo! Search Marketing. MSN will be entering
the market in late 2005-early 2006 and there are
a number of second tier players, including FindWhat
and LookSmart that have been competing in the
market for a number of years.
Contextual Search Marketing:
Contextual marketing is a
hybrid of traditional PPC advertising and banner
network advertising. An advertiser bids on a keyword
similar to PPC advertising. However the ads are
displayed on content based web sites rather than
in search engines much like banner ads can be
purchased through an ad network. The ads themselves
are mostly text based although some of the contextual
providers, namely Google, offer advertisers the
option to publish banner ads in lieu of text ads.
Search Engine Optimized
Press Releases:
Search optimized press
releases are an effective means to boost both
short term traffic and long term search engine
rankings. In the short term optimized press releases
appear very high on Google News and Yahoo News
searches. This is an effective means to reach
a vast audience quickly as the major news search
engines are widely used by journalists as a source
of material for stories. A well written press
release can be picked up within 24 hours by 1000s
of news outlets.
Long term those stories and
associated links can provide a tremendous boost
to a site’s link popularity. The combination
of optimized anchor text and authoritive web sites
can greatly impact a site’s rankings.
Local Search Marketing:
Local search is a rapidly
growing market. In the past local search engines
were primarily an afterthought for the large Yellow
Page publishers, such as Verizon and SBC. In the
past year and half the major search engines have
greatly expanded their listings for the local
market and you can now find options to limit searches
to local markets on all the major search engines.
The new competition
has forced the Yellow Page companies to revamp
their sites providing a far more robust user experience.
These new local search services offer new opportunities
to reach potential customers often at a fraction
of the cost of large national paid search campaigns.
Paid Inclusion Trusted Feeds:
Currently the only major
search engine to offer a paid inclusion program
is Yahoo! with their Search Submit program. Paid
inclusion guarantees that your pages will be indexed
by the Yahoo! search spider but it does not guarantee
where your listing will appear in the search results.
Sites that use dynamically generated pages often
have a hard time getting indexed. For these types
of sites paid inclusion can be an effective means
for garnering listings but merely getting pages
indexed does not guarantee that they will generate
traffic to the site. Paid inclusion is best used
in conjunction with SEO and is not normally a
standalone solution for garnering new potential
customers.
SEARCH ENGINE MARKETING
SERVICES INFORMATION REQUEST
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