SEM Consultants Denver

Composing a page optimized for organic search must then:

SEM for Paid Search

Competing for traffic on an organic level is difficult and can take a long time depending upon the competitive nature of your business and the structure of competing web pages. Occasionally, businesses encounter competitive environments that are difficult to optimize for or compete well within. While it is possible to build an organic plan to pursue one or two different sets of keyword objectives, some competitors are simply too strong to economically compete against.

The downside of paid search is that paid search costs real money paid in advance. Google is happy to place your ad if you out-bid competitors for placement on searches for your preferred keyword phrases. As your organization will pay for every customer click, it is necessary to make sure that you are using the very short time and few words available to effectively communicate your value proposition so that the reader will understand your page prior to clicking over to it. If the customer gets to your page via a paid link and decides the page isn't what he wanted, you've just wasted the cost of that click.

People do in fact buy after clicking on a paid link. However, managing and monitoring your PPC program requires continual evaluation and re-evaluation. Structuring an ad around a particular keyword or search phrase in which you wish to appear in may cost quite a bit each time a user clicks on the paid link. The key is to communicate in only a few words, exactly the value you offer. Setting reasonable expectations is also important in convincing the reader to continue looking at your site after clicking over from a search engine results page.

Paid search is useful for instances where the competitive organic search situation makes it difficult to cause your page to be well-placed. If you are selling kitchen appliances in San Diego, you are competing with every large brand of appliance maker as well as some very major distributors; all of whom have already appeared in the local search results for many years. In this instance, it might be much less expensive to structure your primary internet customer outreach around a paid search.

SEM for Indirect Outreach

Social networking seems to be current hot topic in the SEO world. Mail, social networking and other methods not directly involving organic or paid search can also contribute a great deal of traffic and credibility to your web presence. In effect, the Indirect Outreach method is a way of inspiring readers elsewhere in the internet world to pay a visit to your page. There are a couple of primary methods for Indirect Outreach involving Email and Social Networking.

Many organizations maintain the email addresses of previous customers. Other email lists may be available for purchase as well. Email and social sites are well-positioned to drive potential customer traffic to your website as they reach customers outside of the internet search world. The website must be configured to greet these site visitors and then provide enough information to inspire the reader to eventually initiate a business relationship.

Message Construction Within the SEM Plan

Regardless of which SEM element you are focusing on, very careful attention to the way these elements all work together. A common and consistent message frequently means the difference between a highly successful program and one that delivers only marginal results. Additionally, a full understanding of the target market is extremely important before investing effort in any SEM or SEO plan. SEO Consultants of Denver will work to fully understand the product or service offering. A new, cutting edge product requires message construction quite different from a company offering an established product in a market space where there are several competitors.

Various points in the buying process require different communication methodologies. There are three major customer phases or stages in internet marketing:

Early Adopters are typically more willing to accept purchasing risks – provided that the potential for high return is present. Message construction to these buyers must focus on a significant Return on Investment or ROI argument.

Mainstream Buyers depend on validation from previous customers. These buyers respond well to case studies and validations from previous customers willing to be references for the product or service.

Street-Sweepers are buyers that follow along after the product parade and pick up the last bits of unclaimed value. These used to be referred to in the marketing world as ‘laggards’ or late adopters and comprise a group of purchasers that are highly risk-adverse. These buyers respond somewhat to the ROI as well as arguments surrounding product or system stability and reliability.

Message construction requires a thorough evaluation of your product or service and its stage in the product/service lifecycle. With many years of experience managing customer outreach for a variety of products and services, we can help develop an appropriate message strategy that will work for your business.

Blogging

The internet blog is a useful tool for reaching out to others in your community – some of whom will hopefully become customers. The business blog is then a highly interactive communications exchange with the world. As such, the general business objectives for a blog are to:

In many instances, the ultimate objective is to create a ‘Go-To’ blog. Establishing your organization as the keeper and moderator of the latest and greatest industry information not only brings useful traffic to your site, it provides useful feedback regarding your message strategy.

Being the ‘Go To’ site for the latest industry information takes a great deal of time and work. However the credibility established will help justify the cost for your service or product. Expertise also lowers the perceived risk to Early Adopters as well as Mainstream Buyers.

One of the tricky elements of being the ‘Go To’ site – particularly if you offer a unique service – is not to “give away the farm. “ Trade secrets or unique methodologies you’ve acquired over the years is something you need people to pay you for! Of course you don’t want to give it away. Still you must acknowledge that your experience and lessons-learned over the years can provide value to your prospective customer well in excess of what he may pay you. Again, we need to evaluate your product or service lifecycle to help determine which message strategy is most likely to deliver results.

Text Composition

Most readers understand the value of text composition and incorporation of unique keywords within web page copy. Still, the copy absolutely must make clear and concise sense to the buyer. Packing the text with too many keywords creates awkward copy and elevates the risk of losing readers you’ve worked hard to attract. If creating attractive isn’t your strength, experienced copywriting may be an area we can help with.

Text composition really is an art form. Clearly communicating value in the fewest possible words is the ultimate objective – at least for lead and advertising copy. You can expand on valuable points as the reader moves into and through your page, but it is difficult to continually compete for user’s attention while communicating value at the same time.

Competitive Analysis

A key element in SEM is the Competitive Analysis. Competitive analysis guides message strategy, text construction, product lifecycle decisions and of course page construction. Competitors can’t usually cover all marketing opportunities so searching for unmet needs or unexploited market opportunities should be undertaken at part of the SEM strategy.

Some competitors have a wonderful web presence but sell terrible products! Local areas may be severely underserved in certain service areas. Finding these niche opportunities is something you may have already done, but taking advantage of them with an appropriate internet strategy must be done creatively based on your local competitive environment.

Plan, Monitor, Evaluate, Re-Plan

SEM is a continuous effort. Like the product lifecycle, your SEM plan should change in the intermediate and certainly in the long term. And given the speed with which the internet allows new products to be developed and sold, the short term SEM plan requires constant re-evaluation.

Once established, the SEM plan must be monitored and frequently modified. Remembering that the search engines can change algorithms and methodologies at their whim, constant re-appraisal of page and traffic performance are required to guide all communication and optimization strategies.

Contact Matt at 303.506.1158 or click the Contact Us tab today to learn how an SEM plan can grow your customer base, improve sales and increase revenues!