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Friday, 09-May-2008 17:30:32 BST
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It's the grassroots of web marketing, integration is the key !
A key to levering your online channel is to have a constant brand visibility targeted to your market segment. One of the best ways of achieving this is to exploit the inherent nature of search engines, they present customers who are actively searching for your products at exactly the time they wish to look for products and suppliers, giving a greater 'call to action' on behalf of the customer than comparable media. With improvement in technology, search engine marketing campaigns can now be highly targeted leading to far less marketing wastage.
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55% of all Ryan Air's traffic comes from search engines, Dixons 61%, Source: Hitwise, April 2003 |
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Top 30 search listings account for 90% of consumer interest. Source: NMA Dec 2003 |
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70% of all e-commerce transactions originate from a search. Source: Forrester, May 2003 |
How they work
Search engines scan your website and use there own unique formulae to calculate which websites would be most appropriate to display to the user. One of the challenges is to gauge what the formula is and create 'gateways' tailored for distinctive key phrases based exactly on what your customers and the individual search engines are looking for. To complicate matters search engines [rightfully] do not make these formulae public knowledge and regularly alters them to protect the integrity of search results.
As the value of search engines has been realised, competition for prominent listings has become fierce and the methods used to populate search engine databases has become far more sophisticated. Our tried and tested philosophy is that, high quality relevant content that's optimised to be easily read by search engines is the key to healthy, sustainable organic growth.