BOCA RATON, FL (Nov. 6, 2003) -- Who would have thought that the profession of Marketing would evolve to the point where it is possible to pinpoint your target audience in a perfectly scientific manner? No more guessing at who may be interested in what you have to promote.
According to Andrew Wetzler, President of MoreVisibility, a leader in Search Engine Marketing, “Keyword driven search traffic presents an unparalleled opportunity to segment and pursue individuals in the market for a particular product or service. Think about it, even a relatively new phenomena like Opt-In Email pales in comparison.” Through e-mail campaigns, there is still a tremendous amount unknown about the person targeted. When someone conducts a search through a Search Engine, they are making a clear-cut statement about their interest in whatever it is that they`re searching for.
Under the scope of Search Engine Marketing, it is also possible to drill down from broad words to considerably narrower ones. This is significant considering that an increasing percentage of Search Engine traffic is being delivered on a Cost-per-Click basis. “ Our firm works with numerous companies on helping to define the most relevant keywords to deliver strong ROI”, says Wetzler. MoreVisibility encourages clients to allocate the time to discover actual search patterns for keywords. This has also been linked to boosting conversions when a visitor arrives at your website. “The narrower the search term, the more highly qualified the individual, the greater the likelihood that the person will take a desired action step.”
Often overlooked ingredients in a successful campaign are the "Titles" and "Descriptions" that accompany any search result. The more refined the wording, the greater the click-thru rate will be. “We`ve found if our clients invest energy in crafting the best possible Titles and Descriptions, it proves very worthwhile. Study words your competitors are using, as this will be valuable to arrive at an angle that makes sense for your business”, describes Wetzler. Through the services MoreVisibility offers to clients, defining important Keywords and developing Meta Tags for the site are all part of the process.
Lastly, results will be enhanced when you send the searcher to an internal page that addresses the subject matter of the keyword. Not only will this have a positive impact on conversion rates, but it will also help from a rankings standpoint. Wetzler suggests, “The stronger the correlation between the keyword and the destination page, the better the ranking you will see. Intelligent keyword selection is a vital component of a successful Search Engine Marketing initiative.”
For more information or a complimentary search engine position evaluation, call MoreVisibility at (800) 787-0497 or contact awetzler@morevisibility.com.
Back...
