Search Engine Marketing:
Find your customers and help them find you.
With over 400 million searches performed daily across major search engines, it’s easy to see why search engine marketing is imperative to your success. To effectively leverage this tactic, you must know who your customers are and where they are. Liberty Interactive Marketing can create a search engine marketing strategy, encompassing natural search engine optimization, paid search (also known as pay-per-click advertising), as well as press release optimization to put your site one click away from your customer. Here’s a quick look at how each avenue of search engine marketing can help boost traffic and enhance your brand and overall online presence.
Paid Search (Pay-per-click advertising)
Let’s look at the statistics again. Over 400 million searches are performed every day in the United States. How many of those searches are relevant to your business? How can you be sure your business is there at the right place at the right time to capture your customer? What are your goals – drive leads or drive qualified leads? With pay-per-click advertising, you have control over when and where your ad will appear on search engine results pages. You also have the opportunity to test your message before and after the click. This control makes pay-per-click the most efficient form of online advertising available. Here’s how we can help:
- Keyword research and competitive analysis
- Ad writing for specific keywords
- Daily keyword performance monitoring
- Daily bid and ranking monitoring
- Multiple ad variations and testing
- Monthly performance reporting
- Quarterly campaign audit and evaluation
Another key aspect of pay-per-click advertising is where your customers “click to” from your ad on the search results page. To convert the qualified prospect to an actual customer, you need to do more than drop them off on your web site. Liberty Interactive Marketing can assist in landing page development and testing to determine which elements and what combination of elements will be most successful at converting visitors.
Pay-per-click Landing Page Program
“Buying site traffic costs more every minute. Long term, the online business battle will be waged over conversion rates and return on investment (ROI), not traffic acquisition. Landing pages are a logical place to begin your solid commitment to better conversion rates.” --Bryan Eisenberg, Future Now
The front end of a paid search campaign involves selecting a listing of keywords that can be used to describe your product or service, then writing ads to convince visitors that your product or service is the one that meets their needs. The tail end of the campaign is where you send the visitors within your site. This piece is crucial to the success of any search marketing campaign, but surprisingly, it is often forgotten.
The importance of landing pages: A landing page will make or break a campaign. If the front end (keywords and ads) are running efficiently and your backend (landing page) is not, you are missing out on generating the most leads for your dollar. To maximize the money spent on a paid search campaign, it is imperative your landing page fulfills the promise or expectation set forth in the ad. Meet the need. Provide the answer. And you’ll capture the lead.
Generally, landing pages are used to gather contact information and add the prospect to your database, bringing you one step closer to converting each visitor into a customer. By withholding more content until some minimal amount of visitor information is provided (typically an email address or name and phone number), we can see who takes the bait, and what messages are the most effective.
Landing pages need to be continually tested and optimized to maximize on conversion performance. By testing multiple variables on the landing page (button, image, layout, headline, etc.) we can learn which elements and combinations of elements are most successful at converting visitors.
Look to Liberty Interactive Marketing to help with:
- Creation of landing page wireframes
- Design, HTML production and development
- Ongoing optimization set forth by a strategic testing program
Search engine optimization (Organic or Natural search)
Search engines like Google, MSN and Yahoo! have complicated algorithms that determine which sites have the most relevant and valuable content and are the most user-friendly for each term searched. But that does not mean it’s completely out of your control. By looking at the factors that influence search engines, you can improve your visibility through optimizing your site design, site content and increasing inbound links.
Site Design: Are you using technology that prevents search engines from crawling your site? Is your Web site architecture solid and reflective of your most relevant content? If your site is poorly coded or not well designed, it is very difficult for search engines to see it, let alone scan it for relevant content. Making your site visible and easy to crawl is one step to gaining more exposure. If you’re unsure, read more about our Web site evaluation service.
Site Content: Is your site content relevant to your product or service? Is it valuable? Through competitive analysis and keyword research, we will determine how title tags and metadata should be optimized and we’ll provide further recommendations for optimizing your Web site content, images, sitemaps and url structures to improve rankings.
Inbound links: Inbound links have a major influence on where your site ranks within search engines. When other relevant sites link to pages on your site, search engines see this as confirmation that your content is valuable and relevant.
Liberty Interactive Marketing has extensive experience with search engine optimization and can create a customized plan that includes:
- Keyword research and competitive analysis
- Creation of optimized meta data (titles and tags), content and graphics for all site pages
- Content building recommendations and implementation
- Creation and installation of XML search engine sitemaps
- Inbound link building and social media recommendations
- Monthly rank and performance reporting
Press Release Optimization (SEO PR)
Many search marketing tactics come and go, but one channel of promotion that has steadily evolved is the practice of optimizing press releases for search engines. Yahoo! News is still more popular than MSNBC, AOL News or CNN. And the ability to rank well on the most popular online news web site as well as Google News simply by optimizing and distributing a press release offers attractive benefits at a nominal cost.
We’ll work closely with your PR team to optimize the content they develop. We’ll maximize on the search engine version of the press release by implementing search-engine friendly taxonomy, inserting links into the release, as well as capitalize on any available multimedia to further long-tail the release. These press releases will provide a continuous stream of traffic to your site and boost the amount of inbound links.
Lastly, Liberty Interactive Marketing will distribute the press release online to top news sources on the Internet. We will also report on the amount of times the release was read, downloaded, printed and forwarded.
As your partner in SEO PR, we can provide:
- Keyword research and recommendations
- Press release optimization (including optimization of the release itself, submission to a web distribution site as well as in-depth reporting on the number of pick ups, reads and screen shots)
- Optimization of additional content sources, such as whitepapers, case studies, blogs, stories and more