|
|
|
Search Engine Positioning Optimisation And Submission SEPOS
earch engine positioning, recent years. It is no longer
optimisation and submission sufficient to add a few META
(SEPOS) services provide tags, submit your website, and
useful services for website wait for top placement.
owners, from writing copy to
giving advice on site Today, obtaining a top ranking
architecture and helping to find with all of the major search
relevant directories to which a sites is attained by only a very
site can be submitted. few companies, and maintaining a
top ranking requires constant
Organisations need to optimise monitoring and rework. What was
their search engine positioning once thought of as "FREE" now has
to acquire more customers or a relatively high cost (either in
members sell more online and for terms of time and effort or in
many other reasons. There are terms of fees paid to
nearly 1 billion people with professionals).
Internet access. Almost 550
million searches are conducted Factors contributing to
worldwide on the Internet every increasing difficulty:
day. 65% of searches involve
research or reference As the Web continues to grow, so
information. 35% are commercial do the number of sites competing
in nature. A searcher is for top ranking on the same few
proactively requesting critical keywords for each
information. They are already industry.
looking for what you offer. They
are a live prospect. There are more optimization
professionals, using
Search engine optimization has sophisticated tools to help
become much more difficult in companies achieve better
positioning. Recent research ["Into the mind
of the searcher" from Enquiro
New tools enable crawlers to Search Solutions] shows that
access content that was search engines are much more
previously hidden in dynamic likely to be used during the
content sites, thus increasing research or consideration phase
the number of total pages of the buying cycle.
indexed.
The search process is also
Search engines, directories and complex as a typical search
crawlers are becoming more involves the search query being
sophisticated in how they index refined a number of times
and categorize sites. Old tricks, (generally becoming more
which many people depended on, no specific) and the opportunity to
longer work. introduce brand occurs early and
repeatedly in the search funnel.
For these reasons, most The level of familiarity a
successful search engine searcher has with the product or
marketing programs now involve potential vendors of the product
both optimization and paid affect searches. If there was a
advertising. Search marketers high level of familiarity, the
must understand the relative searcher would often bypass
strengths and weaknesses of search engines altogether and go
SEPOS, paid inclusion, and paid right to a vendor's site, or use
listings, and should evaluate all a trusted vendor's site in
three to see what best meets conjunction with a search engine.
their needs. Most often, a Interaction with search results
blending of all of these methods early in the process can
yields the best results. dramatically affect the search
process, taking it in totally new
directions. Confidence in search that the conversion will happen
results reduces, the longer it offline.
takes a searcher to find what
they are looking for. Men make decisions faster, spend
less time on sites, are more
A search process likely to have pre-established
"favourite suppliers" that they
Awareness 8.7% use in the search process and
show less resistance to sponsored
Consideration or Research 68.3% listings. Women tended to be more
deliberate in reading search
Decision 42.6% results, spend more time with
their searches and spend more
Purchase 28.2% time on sites before making
decisions.
[Source: "Into the mind of the
searcher" from Enquiro Search It would also appear that many
Solutions 2005] searchers divide the search
engine results page into distinct
Unsurprisingly for big ticket 'mind-sections', and many will
purchases extensive research is ignore some of these sections
done, often involving multiple completely. For example, it
online research sessions and appears that for many people
repeated use of search engines. organic listings are frequently
The search process and the seen and sponsored links
queries used are usually much 'blanked'. More research from
more involved and diverse than in Enquiro shows that the number one
smaller ticket purchases and the organic position receives 27.4%
path to conversion is much longer of all organic clicks, while 51%
and there is a higher likelihood of all who click on paid results,
pick the top paid search listing. results page, most users look for
This clearly shows that in paid a number of specific items, at
search, you need your ad to be in least one of which must be
the top position, while in present to capture a click
organic, you can be in the top 3 through. These items include the
to 5 results and still get a good key phrase in the title or
share of the click-thrus. description, product information
and trusted brand names and
The same research shows that vendors.
visibility dropped quickly with
organic rankings, starting at a Nearly 60% of users have a search
high of 100% for the top listing, engine of preference, but will
dropping to 85% at the bottom of use another engine if they're not
the "above the fold" listings, satisfied with the results from
and then dropping dramatically the first engine. So, although
below the fold from 50% at the users may give Google as their
top to 20% at the bottom. engine of preference, they may
actually use another engine, such
The golden rule is, like as Yahoo or MSN, for a
property: location, location, and significant percentage of their
location. searches.
When looking at the search
About the Author:
Richard Hill is a director of E-CRM Solutions and has spent many years in senior direct and interactive marketing roles. E-CRM http://www.e-crm.co.uk helps you to grow by getting you more customers that stay with you longer. We provide practical solutions that pay for themselves. We help you to make sure that your marketing works.
Read more articles by: Richard D S Hill
Article Source: www.iSnare.com
|
|
