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The Four Pв s of (Search)В Marketing

2010-09-02 09:10
Search Marketing isnв t all that different than traditional marketing. And, just like the physical market, you have a plethora of vehicles from which to choose.В Optimizing your efforts can get a little confusing, so look to the traditional Marketing Mix to help a bit. P Number 1:В Product The end-result.В In the Internet world, weв ll call this the userв s interaction with the website being promoted.В I want to look at it this way for sake of including all types of websites, not just ecommerce sites. This is where conversion fits into the marketing mix.В Thereв s no sense in wasting link building efforts or on page optimization work if the end result of this leads the user to a junky place.В So many clients want their pages to be at the top of the SERPs, yet arenв t willing to make changes to their website that make them worthy of high rankings. P Number 2:В Price How much do you spend on your website and itв s promotion В The numbers that float by my screen sometimes astound me.В People and companies are spending a lot on search marketing. Forrester has predicted 3.1 billion dollars to go to social marketing by 2014, but thatв s only 1/10th of what they think is going to search marketing.В These are some big numbers, thereв s no doubt about it.В Take a peek into your competitors search marketing and search marketing spendingВ habits.В Are you in the same ballpark P Number 3:В Place This P, also known as distribution, applies to how the first P (targeted website) is delivered to a potential consumer.В Are you getting a lot of direct traffic В Where are you in the SERPs Where are your back-links hanging out В Itв s essential to understand your market coverage.В How often are your keywords being searched В A neat tool to check trends of keywords isВ Google Insights. Donв t waste money in keywords that arenв t of interest to users (duh!). P Number 4:В Promotion Letв s refer to packaging, here.В Iв m talking meta description and title tag.В While these arenв t on-page factors, per seв , they are so important to search marketing efforts.В Donв t blow these.В Inevitably, like a kid at Christmas, Googlers Bingers will pick the box that most looks like the best present.В The Red Rider. Note: This post was written by of Kim Greuel of SlingsotSEO Zach represents here at SEJ Check out the SEO Tools guide at Search Engine Journal.The Four Pв s of (Search) Marketing
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