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Search Engine Marketing And How To Maximise Marketing ROI
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The objective of any business should be to maximise marketing ROI. Search Engine Marketing is a complex activity and there is a lack of basic information available to business owners on which they can base a decision to purchase a search engine marketing process for their business (or not).

Search engine marketing is about ensuring a business website is found on the major search engines (Google, Bing and Yahoo) when a prospect types in a particular relevant search term (keyword). Unless the purpose of a business website is simply to act as a resource which existing customers can be pointed towards then it must be found by potential prospects or the website development cost will be wasted.

There are two basic elements to search engine marketing – Organic and Pay per Click. The return on investment of the organic element of search engine marketing is generally negative initially due to the time investment required to start the process. However, if set up correctly, Pay per Click will deliver an immediate return on investment. The return on PPC will remain relatively constant over time whereas ROI on organic search engine optimisation will steadily increase. Over the longer term then return on investment on organic search engine optimisation will outperform PPC.

The steps to maximising ROI on search engine marketing then are:

1. Keyword research (vital to both organic and PPC)

2. PPC campaign set up (short term results)

3. Build content plan (successful organic SEO now depends on engaging content)

4. Relevance (keywords relevant to website content)

5. On site SEO (get the basics in place, titles, descriptions, Meta tags, Plenty of text, relevant images)

6. Off site SEO (professional link building - depends on content - and social)

7. Website content which changes regularly (blog)

To deliver marketing at minimum cost it is essential to choose appropriate keywords. For organic, keywords need to have a balance between traffic and low competition. As Pay Per Click can be limited by area keywords with significantly higher traffic may be chosen but it is essential the keyword is both relevant and not so general that it generates clicks from prospects with only a passing interest.

With keywords in place the next essential item is content which is relevant and helpful to the target customer base. Link building, blog , website content and hence the entire organic SEO process relies on a steady stream of relevant content. With content available it should be shared socially be as many means as practical.

Good keyword selection is essential to maximise marketing ROI from both organic search engine optimisation and PPC. Organic SEO will deliver the best results over the long term but only if fed with appropriate and relevant content on a consistent basis


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