The world of search engine marketing is rapidly growing but many marketers who start out are unsure if they should try paid search or go with search engine optimization (SEO). Our expert says the answer depends on  your organization.

Search Engine Optimization Marketing

Although (SEO) is likely the key to consistency, in order for it to work the website in question must be constantly building relevant content in order to receive the organic search results that grows it.  This of course takes time and time is money.

With pay per click (PPC), websites must not only maintain a budget, but they must constantly split test their ads to make sure clicks are being converted efficiently.  Split testing is really the only way to know if adjustments need to be made to ad copy to in PPC campaigns.

When it comes to website promotion most budgets are spent on paid search campaigns, and it appears that most marketers are turning to search engine optimization as a more cost-effective approach to increasing their visibility on the web.  At least in the long run.

Seo Optimization Software

According to a recent study 55% of retailers said they expect to increase their spending on organic search this year while only 24% said they plan to increase their budgets on paid search.   NAS Interactive, a division of NAS Recruitment Communications, has seen an increase in the number of companies adopting search engine marketing strategies to maximize their recruitment investment in today's tight economy.  "Restrictions on recruitment budgets place an emphasis on performance," said Caroline Slomski, Interactive Strategist for NAS. "As a result, we're seeing more organizations, in industries from health care and energy to food service, implement search engine marketing strategies as a means to maximize their recruitment budget."

Web Search Engine Optimization

Of course in today's slowing economy, it is increasingly important for companies to have a grip on their online marketing plan.  Search Engine Marketing has become one of the fastest and most effective ways to reach more customers at a lower cost per acquisition.  Now more than ever, marketers are turning to search engines, such as Google, to maximize their company's visibility, drive sales and generate leads.  One way to accomplish your goal of getting good search engine rankings is to use the best SEO software available.  Some organizations even use free search engine software products.

Pay Per Click

Now, when it comes to PPC marketing, good landing pages are essential for a successful campaign.  The most important element of a PPC landing page is in convincing the visitor that they have landed on the right page and that this page simply has the information they were looking for. Moreover, you only have a precious few seconds to convince the visitor of your value proposition.   If this were, for example, bidding on “five star hotel Singapore” and the visitor landed on the main home page, they might hang around long enough to navigate all through the site just to find our Singapore hotel pages.  This would likely result in a “bounce” and as a result wasted money. 

Conversion Rate

Conversion rate optimization is the most important component of a PPC campaign.  You need to figure out what keywords convert very well and which ones convert poorly or don’t convert at all.   What to do about non-converting keywords?  Get rid of them.  Your are paying for no results, so don't bother.  Also, a good tip is to add negative keywords to your campaign (if people are searching for “free widgets” and you sell widgets, add “free” to the list of negative keywords) or at the very least definately lower your bids for these words.  If you have keywords that convert very well, this is what you need to do: perform more keyword research and add similar keywords to your campaign, create an ad group just for these specific keywords so you can keep a closer eye on them.  Also don't be afraid to increase your bid amout on these words and of course use them to do Search Engine Optimization as well.

At Mooker, we strongly believe that it is not only essential to ensure the visitors land on the most relevant page for them at the time of their searches, but it is also critical to keep on monitoring these pages and optimize and update them on a regular basis.  This is what your split testing is all about.  A good landing page will contribute to a higher conversion rate and may therefore lower your cost per click making it even more cost effective than even SEO.  Also, when trying to get a page or an entire site listed high up in Google, by all means at least try out some seo software.We also encourage you to experiment with products and services such as a backlink checker that helps you track back links to your site, and to other sites.  These Search engine optimization seo software products can help you promote additional back links or "backlinks' as they are also known.

A good  search engine optimization company can offer you counsel and guidance in search engine optimization that will help you get backlinks and rank higher in Google if that is your objective.

About SEO Products

Search engine optimization software is any computer application that automates at least some portion of the SEO process. The software is aimed at
increasing the rankings of a website in search engine results.  SEO software typically falls under one of two categories: software as a service or downloadable software. Software as a service refers to software that is hosted by a provider and accessed by customers through the Internet.  This includes web-based or remotely hosted applications where you can login and access the program online.  Traditional software is installed directly on your computer via download from the internet or CD-rom.

About The Author:

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This article was written by J. Mark Soveign who owns and writes for Wertheim Communications LLC as well as for Mooker.Com