A search engine is a programme which is used to search for specific keywords, which then goes on to produce a list of documents where the keyword is found. In reality a search engine is generally a class of programmes, however, the term is often used to describe search engines like Google, Bing and Yahoo which can be found on the world wide web.
-Why invest in search engines?
1.The need to assess opportunities for various online marketing strategies
When promoting our website in online media, we are presented with a number of interesting options which are different from each other. Our website can attract traffic through a banner campaign, email marketing campaign, a campaign pay per click, or search engine optimization.
It may be, that certain brands or companies will focus on one strategy over another, and use different promotional tactics. However, it is always important to know the attractiveness of each marketing strategies which are available in the market, as well as knowing which is the most effective in each case.
2. Search engines: the preferred way to search information from the users.
The first thing we have to ask when obtaining visitors to our website is where am I going to find potential customers , and through which tools will have to be used in order for potential customers to search for the services and products. To achieve this you should distribute a survey to your potential customers, and ask them which browser is configured to their internet. The vast majority will respond Google, this then indicates that users want to find information on the network, and the most common way to do so is through a general search engine.
Another interesting thing about the future of search engines is that they can measure the confidence of the user, and to what extent their loyalty is at.- A study conducted by the company iProspect Search Engine User Behavior, shows that this confidence level is very high. In this study he asked a sample of users what would they do if they did not find what it was they were searching for in their first attempt. The results showed that 82 percent of users would change the search phrase for another in the same search. And 13 percent said they would switch search engines and use their original sentence. Only 2 percent of people said they would use another phrase in another search engine, and 3 percent would use other means than a search engine to find the information.
All studies to date know facts about the evolution of the use and faithfulness search engines contribute to the search engine market, and its greatest growth within the life-cycle of the product. Besides attracting many visitors, search engines are also magnets to attract customers. It is useless if a website receives many visitors, and customers fail to purchase anything. Search engines are online marketing tools that bring highly qualified visitors to buy their products and services.
In addition, recent studies show that users tend to believe that the companies that appear on the pages of search engineresults are of higherquality to that which are not mentioned. However this is not true since obtaining a better ranking depends on a number of attributes in which the website has, and not the performance of the company itself.
3. Investment growth in search engines: our competition is already investing
Like the use of search engines, the amounts invested by companies in order to appear in the top search has multiplied year after year.According to a study of investment in interactive media IAB (Interactive Advertising Bureau) – an increase of investment in the form of Pay Per Click and Natural Search Engine has increased by 200 percent compared to that of 2007.
4. Return on investment: SEO is the cheapest way to get profitable customers
The tools which are mainly used in online marketing is SEO, which is the abbreviation for search engine optimization… this tool in particular is the best power and return on investment, this is because it costs less than over promotional tools.
When the potential customer is looking for a company in particular, than the advertising costs will be much lower for the customers. When people visit search engines it is because they´re searching for information or services from businesses…. and by this occurring companies will save effort and time when it comes to converting visitors as they´re already on their site.
Other media platforms such as banners and email marketing campaigns are used to attract customers, these are strategies of action and not reaction.
Several studies related to the conversion of a visiting user to client user showed the following results;
-The Comscore conducted a study entitled “The Role of Search in Consumer Buying”;, from this the results showed that 37 percent of online shoppers visited websites through search engines.
-The 85 percent of traffic from websites if of hotels and accommodation comes from Google, according www.statmarket.com
In conclusion, search engine optimization provides a greater return on investment than other internet marketing tools when we compare the profitability of it over a long time. For example with pay-per click, and pay-per impression, companies have to pay every time their page is clicked upon, however with SEO, companies can have their website listed upon search engines without having to invest more money into the project.
5. Search engine optimization as an ideal complement to offline campaigns
There is ample evidence to show a positive correlation between actions and offline promotion web traffic. If our website is prepared to be at the top of the search engines, most of the traffic generated by offline promotion campaigns will land on that website.
It has been shown that when issuing the Super Bowl in the United States, the ads shown are with a powerful impact, as well as being the most expensive advertising space on American television. It has been noted that adverts which appear in this space, will then have a large increase in the number of searches amongst search engine users. For example, the key word “V for Vendetta” recorded an increase of 400 percent after the game, because the movie trailer aired during the game.
This is not a new phenomenon, but has been happening every year. According to repeated investigations of internet users, it is shown that a TV advert which is seen by large subtexts causes an increase in web search engine traffic. This is due to keywords which are directly related to the product or business promoted in this advertising spot.This internet strategy is used to complement offline actions, and to gain a good positioning amongst search engines when certain keywords relating to the product are searched.
For example, Honda and Burger King took advantage of this situation and bought sponsored links on search engines for the keywords “Burger King Super Bowl” and “Honda Super Bowl”. The results showed a significant increase in traffic on their web pages which then resulted in a significant increase in sales.
-How to improve the positioning of your site?
If you finally decide to invest in search engine positioning, here are some guidelines to improve the positioning of your site.
- Monitor your position in search engines. For you to be able to do this you must use different tools motorization.
- Try to use webmaster tools that offer you the major search engines, i.e. Google, Bing and Yahoo.
- Work in link building and hosting, as well as adding a site map.
- Charging time images. It is important to optimize the speed of loading images.
- Use social media: Identifying the preferences of the audience, identifying the most interesting content, and identifying your communities and your influencers are all a must.
- No orphan page, although there is a option to click the “back button” which will direct you to the previous page, it is important that you have other buttons which will direct the users exactly where it is they want to go.
- Create other sites linked to your website:
- Do not create a page in flash
- An original content is key for optimal positioning SEO
- The number of indexed pages. Some pages such as shopping basket, product reviews, PDF files are better than being indexed.