Driving
Traffic Through Effective
Search
Engine Marketing
Paul J. Gibler
Introduction
How Search Engines Work
Site Submissions to Search Engines
Search Engine Marketing Today
Search Engine Advertising
Selecting
Keywords
How paid placements work
Other Tips
Conclusion
Glossary
Resources
References
Author Profile
Summary
As part of your overall Internet marketing strategy, it
is important to devote resources to search engine
marketing. This
component of your marketing mix has become increasingly
critical due to the importance that search engines and
directories play in how prospects access information. Search engines have the advantage of driving highly qualified
traffic due to the self-selection process initiated by
the searcher in choosing their search query.
Research
shows that people access a site through a search engine
48% of the time1.
Other research shows that 80% of people use
search engines to locate information online2.
If they can’t find you, you won’t get their
business. In
addition, research shows that most people will only look
at 2 – 3 pages of search results3, so your
rank order among the results is becoming increasingly
important.
When
developing your search engine strategy you need to
understand how search engines work, how they are
different from directories, and how to maximize their
effectiveness in making sure that your business gets as
much exposure as your budget allows.
Go
to full article
Updated
and reprinted
from the February 2002 Advertising Dentist.
©
CONNECTINGDOTS 2002
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