It’s in our genes, we’re driven to seek. We ‘hunt’ for food, homes, partners, jobs and lately – with the advent of the Internet – information.
Even in the early years of the Internet, before it evolved to include Web browsers, there were text based search engines. Back then they had funny names like Archie, and Gopher. It was only later, when the graphical browser was invented, that searching became much easier and accessible for the rest of us.
The concept behind Search Engine Marketing (SEM) is quite simple: when a consumer or business person searches the Web through either a text box or by clicking through a directory hierarchy, they are in “hunt mode.” This mode is unique because it indicates that the person is looking for information. Marketers understand this “hunt mode” means the searcher is probably somewhere in the buying cycle, researching a product or service to fill an immediate or future need.
It’s this ‘timeliness’ that makes search engine results some of the best sources of targeted traffic, whether that traffic originates from “
To leverage the power of targeted traffic, marketers must understand how to effectively use both paid and
Search engine traffic is unique because:
o Presenting your message within the search engine traffic is non-intrusive. The searching is not interrupted and your message “arrives” just when the searcher is seeking knowledge or a solution.
o Search engine traffic results from a fixed inventory of searches. To truly qualify as search engine traffic, the search must be one that the searcher initiated as a search, either by clicking a search link or by entering a search query.
o Search engine traffic originates from a voluntary, audience-driven search. This means the visitors arriving from a search have selected your listing and chosen the words that match.
Natural or “
These days, Marketers can buy text-link search results on all of the top search sites. The popularity of paid search results advertising can be attributed to the search engines’ need for alternative revenue sources, marketers’ increasing requests for search results traffic, and the high value of the traffic generated through search results.
Unpaid (otherwise known as
Some marketers believe there are “tricks” which will improve the relevancy of their indexed sites. Using tricks to fool the search engines is dangerous because many of these ‘tricks’ result in negative relevance penalties (they actually lower your ranking score!) as the engines take measures to punish search marketers who try and manipulate their systems. Remember, site and IP Blacklists do exist and ‘tricks’ are one sure-fire way to get yourself added.
The good news is there are many compelling and legitimate
Online marketing is a proven and valuable part of an overall integrated marketing campaign. And it all begins by understanding the precise keywords and search terms your ideal prospect is using to search the Internet. Find these and you unlock the potential of the Internet.
Happy hunting…keyword hunting that is!