The strongest search marketing campaigns pursue rankings for a
combination of high-traffic phrases that are likely to bring many
visitors to the site as well as highly-specific, 3- or 4-word
phrases that are more likely to convert a targeted buyer.
Achieving search marketing results in 2012 requires more
strategic execution than ever before. And, assessing those results
requires more sophisticated reporting than just traffic and
rankings alone. Optimization - and integration - of search, social
media, and PR 2.0 channels is now essential for generating and
measuring the ultimate campaign outcome: targeted, right-fit
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There are many ways known to gather information as to what is
working for your search marketing efforts. By classifying them into
easy to maintain categories, it's easier to take a methodical
approach to realizing your conversions.
As the opportunities to reach customers grow with new
technology, so do touch points with your brand. When consistent
messaging is developed, remember that search is an important
component of that branding initiative. This week's infographic
shows how search fits into the customer influence line-up.
A lot of times paid and organic search campaign results can look
very different. Especially at launch, organic conversion cost will
seem much higher as rankings and, consequently, ROI take time to
surface. This week's infographic demonstrates how organic search
campaigns can show more cost-effective long-term performance.
Organic optimization brings more than just results in the search
engines. This week's infographic illustrates the additional
benefits and return on investment that comes along with properly
optimizing a site and pursuing targeted keywords.
With so many tactical options available to today's search
marketer, it can sometimes be difficult to determine which
approaches are best for achieving specific goals. Should press
releases be optimized for increased brand awareness? Or, will a PPC
campaign achieve better results?
Keyword research involves so much more than just looking up
search frequencies. Critical factors such as budget restrictions,
competition levels, and business strategy must be considered in
order to develop a results-driven search marketing plan.
Part 2 of our 3-part series infographic details an essential
element of keyword research: exploring conversations that are
happening on the web. By combing through competitive and industry
websites, relevant blog postings, and popular tag sites, new
phrases are discovered and search frequencies can be
When you begin the process of keyword research, the first step
is to think like your target audience and how they would enter the
phrases for what they are searching for.
Collectively, segmented marketing initiatives will help increase
your baseline traffic over time. The traffic bump infographic
demonstrates the potential of gaining loyal readers with every
The Optimized Press Release provides multiple benefits to your
site. From a traffic perspective, you gain a boost on the day of
your release, and in the long term you'll increase your daily
visitor count to your site by a few readers per day. From a search
perspective, you can gain in-bound links, "buzz" and long-term
rankings for less competitive phrases.