Element Fusion

Search engine marketing uses search engine optimization as the foundation of its efforts, but it differs greatly in monthly monitoring and reporting.

Search Engine Marketing

Once all of your search engine optimization tasks are performed you can then begin to focusing on search engine marketing efforts.

I don’t know how many times I have heard someone say I am getting 100 bazillion visits to my site everyday so I don’t need your help. In most cases this statement is inaccurate, unless they have a dedicated web team that monitors the site on a monthly/daily basis. If you are getting 100 bazillion visits to your site everyday, great. That gives search engine marketing efforts an excellent starting platform, but you still need to answer these three questions:

1. What were your most popular search terms last month and are they relevant to your goods or services?
2. What is your conversion rate?
3. Who are your top referrers?

If you can answer all of the questions above then you are already performing the first steps in search engine marketing, the research. Search engine marketing is the art of converting website visitors into sales. Let’s face it, getting people to your site is only half the battle. Search engine marketing is the process of getting your visitors to convert to sales once they reach your website.

Search engine marketing examines the actions visitors take once they get to your site and attempts to make them follow a different path, if necessary, to convert to a lead or sale. Sounds easy enough right? Actually, it is more difficult than you may think.

One of the main difficulties is you need data to evaluate if your change was effective or if you just made a catastrophic change that is going to cost you thousands of dollars in missed revenue. This means every change needs to be calculated and carefully planned. You can also take advantage of Google’s Website Optimizer tool to test out content only to a select group of visitors.

Once your content has been modified and optimized it is just a matter of time before you have new results and new recommendations to squeeze out that one extra conversion. Search engine marketing requires time and patience to achieve the best results. Sometimes it is best to have an expert give you a hand when attempting to decipher all of the good/bad traffic and controlling the visitors path through the website.

If you would like to know more about our search engine marketing please contact one of our Internet Consultants and they can help you get started with a search engine strategy that will work for your business.