We’re on a roll! Here’s #3! In brief, I’ve provided these search tips during some recent presentations and they were well-received by the participants. I thought it would be beneficial to post them here. I hope they’re able to help you with your search efforts.
Top 10 Search Tips – Tip #3 – Paranoia
Search Tip #3 - Paranoia
Just like any marketing strategy, internet or traditional, a healthy sense of paranoia goes a long way in terms of motivation. Don’t for a second think your competition rests on their laurels at any time. Especially with the dynamic nature of an internet marketing campaign, improvement opportunities are infinite – and your competition is busy at work making ongoing improvements to their campaigns.
A website isn’t static, neither is the search optimization facets of that website. AND neither is the paid advertising for that website. Several activities are required on an ongoing basis in order to maximize investment and results. A few suggestions:
- Ad Testing – Split Ads is a proven method of increasing clickthroughs and conversions. The more compelling, inviting and relevant the ad is, the more attention it will receive. By testing split ads, keeping the best and improving upon it, you will inevitably see better results.
- AIDA – Attract Attention, Increase Interest, Elicit Desire and Call for Action – you can perform all three of these required marketing steps in the measly 3 lines of text given to you in an adwords banner. And you can improve upon it both in the Ad and on the landing page for that ad – whether it’s your home page or a specific page dedicated to that search term. Which brings me to:
- Landing Pages – Make ‘em and use ‘em. I’ve seen websites that do a poor job at providing keyword-specific landing pages and wallow in the cesspool of 2nd and 3rd page results. I’ve seen others who provide relevant, user-focused landing pages and reap the rewards.
- Copy – Websites are similar to hardcopy brochures with the main difference being you can change them anytime you want (that and the fact that there’s a plethora of functionality that you can add to the website to increase positive user experience). Take the time and make those positive changes to your site. Search engines like to see dynamics.
I think you get the picture: always assume that your competition is working tirelessly to get above your site in terms of search results. The above suggestions only scratch the surface in terms of search marketing activities. Social marketing and email marketing are other activities (actually the list is endless). One aspect of my job I enjoy the most is helping people make sense of the forest of options and enact a plan that gets the most eyes (and buys) for the buck.
Good Luck!
Tags: Search Marketing, Search Marketing Activity, Top Ten Search Marketing Tips