Search Engine Marketing (Part 3): Your Bottom Line Is Most Important
Your Bottom Line Is More Important Than Traffic
(Continued from Part 2) Honestly, some of our clients have highly specialized niche businesses such as one new client that sells homeowners insurance. Because his business (and thus his site) is focused solely on the Jacksonville, Florida area, he only receives about 500 visitors per month. But when you do the math his website is extremely profitable for him because he spends less than $50 per month on advertising and converts 3-4% of his sites visitors (around 15) into clients that'll stay with him for an average of 12 years and generate $1440 in commissions. And over time, he'll receive more and more targeted traffic and be able to convert a greater percentage into clients.
These are the primary goals of Search Engine Marketing:
- Improve Web visibility and get as much traffic as possible.
- Improve traffic quality: get high rankings for exactly those keywords that bring visitors with the best conversion rate.
- Decrease expenditures by switching off advertising for underperforming keywords.
Methods Used For Search Engine Marketing
There are three primary methods implemented to achieve the goals of SEM. They are: SEO (for organic listings), Bid Management (for paid listings) and Web Analytics (for both types of listings).
SEO consists of two types: "on-page SEO" and "off-page SEO". On-page SEO refers to cleaning up the structure of a website and the HTML code of a web page so that when a search engine spider visits, it can read and understand the content and determine whether it's related to your keyword and then rank them in the SERPs. But perhaps even more important is the off-page SEO which is primarily about increasing the link popularity of your site which is the number and quality of links from other high-ranked pages to your site.
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Off-page SEO Is Critical
Off-page SEO is much more important than on-page SEO when it comes to search engine marketing. So that you can better understand it's power, go to Google and search for "click here". You'll see that they #1 site for "click here" is Adobe Reader and yet if you were to study the page, you'll see that the term "click here" doesn't appear anywhere on the page. So why is Adobe Reader #1 for "click here"? Because millions of sites that require their visitors to have Adobe Reader to read PDF files tell them "Click here to download Adobe Reader".
PPC Advertising
Next, there is PPC advertising and one of the most important aspects of this form of advertising is Bid Management. Bid management is the practice of controlling bids for certain keywords and keyword phrases. Most people think that it's simply the practice of choosing the keywords and bids that get the most clicks through to a webpage. However, it's much more than that.
The best search engine marketing experts will study three factors:
- The price per click
- The number of clicks at a particular bid price
- The number of sales made per click