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Search Engines Marketing Guide



1. Introduction to Search Engine Optimization

A search engine is the most effective tool that can bring a prospective customer to your Company website. Millions of web visits are initiated daily through one or the other search engine to locate information or sources of supply. This is considered to be the most effective and targeted channel for you as a website owner to acquire a hot lead. Businesses all the over the world spend a huge sum on designing, building, maintaining and promoting their websites.
1.1 SEO plan and objective

Online advertising and marketing budgets have also soared. Relative to these, the investment required for getting traffic through search engines is much lower. However, as search engines have millions of pages in their coverage, it is important to have a proper approach to using this channel effectively.

The art and science of understanding how search engines identify pages that are relevant to a query made by a visitor and designing marketing strategies based on this is called search engine optimization. Search engines offer the most cost effective mechanism to acquire “real” and “live” business leads. It is found that in most cases search engine optimization delivers better ROI than other forms such as online advertisements, e-mail marketing and newsletters, affiliate and pay per click advertising, and digital campaigns and promotions.

Before you begin to develop your own strategy and implementation plan to optimize your website for improved page ranking, you have to reflect on what is the major objective of this initiative. Is it your objective to attract more visitors to your site or convert more persons from being a visitor to a loyal stakeholder in your business? The dot com mania period showed a marked change in evaluating a website’s success in terms of number of eyeballs that it could collect, without taking into perspective what these eyeballs or site visits meant to the organization. That has changed by now, and most companies realize that critical to a business unit’s success is sticky visitors, loyalty and ultimately the impact this has on its bottom line.

Valuing a website in terms of what advertising it can attract and sustain is no longer the benchmark or performance indicator; what is certainly more important is what the site does to acquire and retain new and existing customers.

As search engines have several million pages that are available on the world-wide web, it is necessary to use specialized techniques to match your web page with the algorithms and ranking criteria that such engines use, thereby improving the chance of catching the limited attention span of the visitor.

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