Search Engine Marketing 101 by MarijanStefanovic


									Search Engine Marketing 101 Search Engines are one of the most popular methods of
finding information in the 21st century. Gone are the days of opening an encyclopedia to
find the answer to a question or skimming the yellow pages to locate a local specialist.
Search engines are helping us tackle every conceivable problem that we happen to face in
our daily life. Need to do research on the Civil War? Car having problems? Curious about
evolution? The possibilities are only limited by your imagination. Search Engines provide
a means to possibly answer any question that anybody has at any time. So how can this
help us in promoting our business? To start, let’s discuss how search engines work,
without boring you with too much. Search engines consist of a number of very
sophisticated software programs that gather and organize information from the internet.
The first important program is called a “robot spider” that is used to index, or
“find” pages posted on the internet. The search engine then uses an algorithm, or
mathematical equation, to determine how important a web page is in relation to a
particular word or phrase (referred to as keywords or keyword phrases.) Let’s use an
example to better understand this concept. Say you went to and entered the
words “los angeles pizza”. The results are numbered starting with #1; Google is
telling you that, based on its very sophisticated mathematical equation, that the number
one listing is the most relevant web page for the words “los angeles”. Hopefully,
that # 1 listing will provide you with the information you are looking for. Now imagine if
you were a pizza shop owner in Los Angeles, and your websites home page just so
happened to be that # 1 listing on Google. You don’t have to be a rocket scientist to
see how this listing is an important marketing tool for your pizza business. Now, before
you jump out of your seat, hold on, because it gets better. Another software program the
search engines use has the ability to keep track of how many times a word or phrase is
being searched. This is where the dynamics of search engine marketing really start to
shine. In traditional marketing, like television or radio, demographics are used to
determine what audience you should target your business to. A commercial for a
kid’s cereal would probably be shown during a children’s television show. TV
companies would charge more for an ad spot that ran during a show that attracted more
viewers for a specific “target market”. Super Bowl ads are the most expensive
because the program attracts the attention a millions of 18-35 year old men who tend to
spend quite a bit of money on consumer products, thus the crazy amount of money that is
spent of advertising. With search, however, the information that is collected helps us
target our websites (which are a basically commercials that run 24 hours a day) to a more
specific audience; we can actually pinpoint roughly how many people searched for the
words “ford mustang parts”. Now if you are someone who sells ford mustang parts,
this information is very important to you. Ten years ago, the only way of marketing your
business would be to purchase advertising that probably targeted a large number of
people, usually in a car trade magazine. You would have a good idea about your
audience, but you didn’t have any real numbers of how many people were looking for
your product. With search engine marketing, it’s possible to focus marketing
campaigns on just people that are actually looking for the products or services you sell,
saving you precious time and money that would otherwise be wasted on those not
interested in you. This is why search engine marketing is especially important to the
small business owner, who usually does not have deep pockets to spend on marketing and
advertising to begin with. Search Engine Marketing has taken the business world by
storm, and has propelled search engines like Google to become huge, billion dollar
corporations through their advertising revenues. Traditional media has begun to
transform as the barriers between television, radio, print, and the internet begin to blur.
The internet has introduced a new performance-based marketing and advertising platform
that will spill over into these other forms of advertising. Understanding the actual process
of marketing your website through these search engines is crucial in understanding how
the marketing industry is evolving but requires a balance of research and continuous
implementation. If you don’t act now, this new world of marketing and advertising
could mean big profits for your competition while leaving you behind with the rest of
those unwilling to embrace technology. Eric Hebert is president of evolvor media, an
internet marketing and content development solutions firm. His passion includes
introducing the internet to business, and looks foward to being a part of the
transformation many businesses are experiencing as technology develops.

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