Online-based businesses usually market themselves and their products through paid advertising in and out of paid search. Some SEM companies claim to focus on generated traffic or content-driven SEO, but generally speaking they have in common an SEO approach. The great advantage SEMs have over PPC pros is that they only have to focus on one channel at a time, enabling them to go after any variety of search terms and phrases.
This helps them see targeted keywords being performed by visitors searching on Google, Yahoo, MSN, and Ask, making it possible to quickly identify high-margin growth areas and negotiate stronger daily and weekly word-of-mouth marketing. Google, Bing, and other search engines understand thousands of keywords and phrases with which to rank content, and the best ones to target are the generic terms that resonate with a broad range of people.
Now, before I continue, let me make it clear that I am not technically an SEO expert and my definition of “SEO” is rather my personal definitions. So, gentlemen, if you do not feel comfortable reading and using this chart to demonstrate your knowledge of SEO, then I suggest you consider adding some more terms here that you can better understand.
First, I’d like to outline the importance of keywords in the context of various online-based businesses. Basic truths probably don’t need much comment to set you straight on what I am trying to convey. A few years back, if you were to automatically generate 20% more results for terms identified on page 1 of Google using the keywords you wanted to rank for, would you be satisfied? I would not. Sorry if I sound like I’m whining, but I have to get my point across. Unlike the “volume” of search results that we’re familiar with on the on-page side, the keyword/text concept by its nature is dynamic and changes constantly.
Given this, SEO professionals must constantly be alert to the keyword/content concept that is generating traffic to their site. As your website is generating traffic through search, you should be wondering where this traffic is heading to. In short, funneling traffic through search engines always results in branded traffic further down the funnel. Some of the site’s visitors may become customers through ongoing marketing activities. Through and especially during the marketing funnel, your paid search activity and your on-page activities are the first in the chain of marketing communication that people have with your business.
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