search engine marketing strategy

Search Engine Marketing Strategy

Choosing the right keywords and phrases for your search engine marketing strategy is the most important part of your entire SEO campaign. Choose the wrong words and you will still get unqualified traffic, wasting your dollars and leading to lower conversion rates.

The secret to choosing the right keywords is having the right tools to do the job and having a very solid idea about how people search. We have been helping companies determine the right words for their campaign for years, and understand the psychology behind how people search. Just as important, we stay on top of all current trends and cutting edge tactics in order to lead highly targeted visitors to your website.

Search Engine Marketing Strategy - General vs. Specific
If you have already done your own keyword research, you have probably seen the wide array of terms that are applicable to your market. Among these terms and phrases, you've noticed that there is a wide range of traffic numbers. Are the very general terms with the biggest traffic numbers the best way to go? Will those keywords and phrases lead the highest amount of traffic to your website? These may be great terms to go after - and should be part of a diverse, overall campaign - you are far better off starting with more specific terms showing lower traffic numbers. Although the generated traffic may not be as high, your conversion rates among these highly qualified visitors will be much stronger.

Although going for lower traffic numbers may sound crazy, our search engine marketing strategy works. First off, more specific terms are far easier to achieve high rankings on, so you will start to see a jump in traffic far faster then with more general terms. Second, people who search with more specific terms are usually much further into the buying cycle than users searching with general terms. They know what they want, and are zeroing in on the company that can make them the best offer. Finally, by creating a site with a solid base of specific terms, your ability to get rankings for the general terms becomes far easier down the road.

The best way to come up with a workable keyword list is to give us a call. We can help you decide the best SEO keywords to go after and the best way to structure your optimization campaign with our search engine marketing strategy.