The search engines have changed the way people buy.Nowadays there is so much information available at the stroke of a key, some companies don’t even need salespeople anymore; they just need facilitators to answer phone calls or take buyers to the next level of action. Search engine marketing (SEM) reaches buyers when they have expressed intent. Please navigate this section of our site by using the left-column navigation or by selecting either Search Engine Optimization (SEO) or Pay-Per-Click Marketing (PPC) below:
What was once considered a niche form of marketing, search engine marketing is now as mainstream as print, radio or TV advertising. Some interesting facts about online search behaviors you should be aware of: - Forbes.com reported in ’07 that nearly 58% of C-level executives we’re doing their own research – decision makers
- Enquiro reported in ’08 that more than 60% of B-to-B online research was done within a month of purchase – long buying cycles are a thing of the past
- Marketing Sherpa reported in ‘08 that upwards of 30% of searches go to sponsored search ads – people do click on those ads
Buyers no longer have to go to trade shows, buy magazines or turn on the TV to learn about your products and services. They're going to the search engines to do their research, inquire and for less expensive items, to buy. Aside from the facts mentioned, here are some benefits to search engine marketing: - It’s Measurable – it’s done with simple website analytics software
- It’s Flexible – changes are easy to make on the fly, especially with paid search
- It’s Global – and visible 24/7
- It’s easy to prove Return on Investment – because it’s measurable
Now you’re probably wondering if you should be doing either organic (SEO) or paid search marketing (PPC). Here are some compelling reasons to do both: - If your website is new – SEO takes time to pay dividends
- Immediacy – one can launch a campaign in an afternoon
- Improved conversion rate – an organic and paid listing builds your brand
- Owning your space – an organic and paid listing takes one listing away from your competitors
- Reach – expand your list targeted keywords with long tail and adjunct keyphrases
- Testing – Learn quickly with paid search and apply it to organic
- It’s measurable – easily implemented with tracking metrics
- Your competitors are already doing it – why wouldn’t you?
If you’re only doing organic search engine optimization (SEO) then you're not entirely playing the game to win. We highly recommend taking a holistic approach to search engine marketing and incorporating both search engine optimization (SEO) and pay per click (PPC) advertising. We invite you to download our white papers for more detailed information. If you are ready to speak to one of Emagine’s Search Engine Strategists then please call us at 1-877-530-7993 to schedule a search marketing consultation.
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