Beyond the Basics: Becoming Marketing Savvy with Search Marketing

• Increase brand visibility
• Reach a particular audience segment
• Obtain a higher position in Google
• Boost online sales

Once goal is set, you can hire the services of a reputable search engine optimization (SEO) company. These companies can provide you the right assistance to generate traffic for your website, keeping the best interests of your business in mind. Here is a small success story of a company that got a shot in the arm with Search Engine Optimization.

An Ohio-based healthcare organization hired the services of SixChannels to increase Web traffic and reach out to particular section of its target audience. The campaign included keyword and Web site architecture analysis, optimization of Web site and press release content, and the installation of tracking. The organization made a blooming profit of $200 for every dollar spent on it spent on the optimization services.

Here are the 5 ‘Ps’ of search marketing: (product, place, price, position and promotion):

Product

Search engine optimization helps you to bring the product right before your customer’s eyes at any he time of day or night, location or even the weather. It helps to position it within the first few results pages of the customer's search engine, reducing the risk of customers signing away without visiting your site. As a result your product gets more and more exposed to customers, which quickly escalates sale. So your site should be so optimized that it appears in the first page. It must contain content, which helps your customers to research, inquire and ultimately make a purchase. 

Place

When customer enters a shop selling electronic goods, he immediately knows from the shopkeeper that the shop avails herbal product that will assist one to quit smoking. But when he visits the website, how if the online shop has such a product? The answer is keyword. If your Web site does not contain the keywords customers use to find a specific product, it's just like having a shop with empty shelves.
So your website should have the keywords typing which the customer will be able to access your website and know your range of offerings.

Price

A well-executed search engine optimization can drastically bring down the cost of generating leads and sales. Moreover, it can give you the data and the analysis needed to generate leads and demonstrate your savings, quarter after quarter.

Position

Incase your website doesn’t appear within the first few pages of a Google search, you are considered irrelevant or nonexistent. The only way to resuscitate the reputation is to go for Search Engine Optimization. Your presence will be felt again. Thus it gives scope to level the proverbial playing field.

Promotion

It is great to be positioned naturally in search results bask under the gazes of the web traffic, as the customers generally scroll through only the first few pages of search engine results before giving up. Being thus placed helps in promotion of your offerings. Beside this there are also paid search campaigns, which provide price promotions of products or launch new services.