Choosing A Search Engine Marketing Firm For Your Business
Each day more companies are turning to the Internet to provide a targeted way to market their product/services and generate leads and sales. Marketing on the Internet provides a greater return on investment and is more cost effective then most traditional marketing avenues. It can be incorporated with conventional offline marketing to result in lower cost, expanded reach, better measurement and accountability.
For companies to be successful they need to concentrate first on the foundation of their business - their products, services and customers. A combination of specialized technology and skills is required for Internet marketing due to the ever changing markets.
Any search engine marketing firm that you choose should concentrate on two key areas that have a direct impact on your business and have access to the latest commercial seo tools. The first area of concern should be helping your business increase the number of relevant visitors to your website. This can be done through optimizing your site for the search engines or pay-per-click advertising on Google AdWords for example. Sponsored or paid advertising on such sites as Google AdWords or Yahoo Search Marketing can provide an immediate flow of targeted website traffic provided one has properly chosen the right keywords for your business offering. The second area of focus should then be on what I call "conversion optimization". This is basically increasing the percentage of those visitors that respond to your business offering before leaving your website.
Here's a list of questions a search engine marketing company should be able to help you with. Which search terms really matter when it comes to attracting the maximum number of relevant visitors to your website? How does your company's website stack up against your competitors for those terms? What specific type of action do you want your website visitors to do? Examples: Sign-up for newsletter, download company brochure, schedule a live demo, etc. Where is your company dominant and where do you have opportunities to grow?
If you choose the paid advertising route in the beginning to generate immediate targeted traffic then a good search engine marketing firm should be able to help you streamline the process from the impression of your ads to conversion, testing the offer that is presented at each step, and boosting overall conversion rates. A Web Analytic tool is absolutely essential in helping you better understand visitor behavior, identify user experience issues, time spent on your site, and overall campaign conversion tracking. Be sure a web analytics tool is part of the seo services you decide to invest in.