Blog post 2 – Search engine Digital appraisal

One of our strengths is the ability to provide professional search engine marketing strategies, that achieve high rankings and online target market engagement.

What is a Search Engine?

Search engines are used by millions of consumers every day, searching for products and services that solve their everyday wants and needs. Search engines like Google and YouTube daily achieve vast search volumes and interaction (Chaffey and Ellis-Chadwick, 2012).

Search engine marketing (SEM) enables organisations to market themselves through search engines, by creating high quality content that attracts their targeted consumers to click on their website (Paraskevas, et al, 2011). Unlike traditional media that has reduced capabilities (Blake, et al, 2014), SEM can help to achieve core marketing objectives to increase consumer interaction and awareness (Charlton, 2007).

SEM’s main techniques include Search Engine Optimisation (SEO) and Pay-Per-Click marketing (PPC) (Cornière and Taylor, 2014).

Search Engine Marketing techniques explained

SEO enables your business to increase visitor numbers to your website, by achieving high rankings and positions through organic listings within the search engine results page (SERP). Especially, when targeted consumers type in keywords and phrases that matches your website’s content (Moreno and Martinez, 2013) (Chaffey and Ellis-Chadwick, 2012).

PPC marketing enables your business to target your consumers through paid listings and adverts, provided by the search engine. This makes sponsored links visible within the SERP (Ramos and Cota, 2009), alerting online users to click on your advertisements, that relate to their searched keywords and phrases.

Why use SEO?

  • Boost your web traffic
    With our services, your company can use SEO effectively to increase visitor and consumer numbers to your website, driving web traffic significantly (Chaffey and Ellis-Chadwick, 2012).
  • Become number one
    Your targeted consumers search the internet for products and services that they want to purchase. Therefore, make your brand the first they see within the SERP. FreezeFrameDMMP can help you secure that top rank through effective on-page optimisation techniques, increasing consumer conversions (Killen, 2013).
  • What makes your consumers tick?
    SEO provides primary market research into targeted consumer’s behaviour e.g. what are they searching for? What products and services are they interested in? FreezeFrameDMMP can help your website include the content, keywords and phrases that meet consumer’s searching requirements, encouraging them to click on your website (Chaffey and Ellis-Chadwick, 2012).

Why use PPC?

  • Cost efficiency
    Your business’s advertisement displayed within the SERP doesn’t incur costs. Costs only occur when consumers click on your advertisement and directly visit your website, helping to manage costs and wastage (Chaffey and Ellis-Chadwick, 2012).
  • Target the right market
    With PPC, your business’s sponsored link advertisement will be displayed within the SERP, only if user’s type in the keywords and phrases that match your website’s content and links.  Therefore, your business can locate and target the markets who want to buy your products and services, encouraging brand loyalty and custom (Chaffey and Ellis-Chadwick, 2012).
  • Work the system
    The search engine wants to provide reliable content to the user’s searched queries (Jansen, 2006). Therefore, our agency can help you use the search engine’s keywords and phrases to advertise on the SERP. This boosts web traffic and rankings, engaging consumers to click on your sponsored link.

Disadvantages of SEO

  • Changing nature
    Internet trends are constantly changing, with searched keywords and phrases within the search engine changing, due to consumer behaviour (Blake, et al, 2014). Therefore, hard work, time and capital is required to update content, keywords and phrases that consumers are searching for, reducing profitable and competitive advantages (Chaffey and Ellis-Chadwick, 2012) (Ramos and Cota, 2009).
  • New brands suffer
    Your targeted consumers have to know your brand, products and services if they are to consider typing in your brand within the search engine, and clicking on your website. This makes it harder for new brands to gain high rankings, as dominant businesses maintain the top rankings and listings (Chaffey and Ellis-Chadwick, 2012).

Disadvantages of PPC

  • Competitive industry
    As PPC increases in popularity, competition also increases for the searched terms that targeted consumers are typing in (Chaffey and Ellis-Chadwick, 2012). This can stir bidding wars between companies, striving for the popular and expensive search engine terms (Krol, 2004). This makes PPC expensive and competitive, reducing profitable achievements.
  • Specialist skills required
    PPC is complex, requiring an understanding of paid search services, ‘…bidding options…’ and ‘…advertising networks’ (Chaffey and Ellis-Chadwick, 2012:502). Therefore, our agency’s specialist knowledge can help your business use PPC effectively to achieve your SEM objectives.

Search Engine Marketing used in a recent campaign

Dream’s, the bed retailer brand is an effective SEM campaign example. Dreams key objectives for their website (www.dreams.co.uk) were:

  • To improve their brand’s ‘…organic search performance…’ (Moth, 2014:online)
  • A ‘…ROI of 500%’ minimum to be achieved (Moth, 2014:online)

Dreams SEM strategies included dominating competitive keywords related to their brand and products, that their targeted consumers were typing in (Moth, 2014).

Using industry publishers and influencers to maintain a professional and reliable brand reputation with their targeted consumers, boosting online brand awareness and engagement (Moth, 2014).

Dreams also removed harmful ‘…legacy links…’ and ‘…duplicate content…’, as these are factors that reduce your SERP rankings (Moth, 2014:online). Instead they improved their on-page optimisation, including high quality content and backlinks that helped to secure high position rankings (Moth, 2014).

This resulted in all their objectives being achieved as:

  • In January 2013, ROI reached ‘…5,700%…’, which was higher than the original target (Moth, 2014:online).
  • www.dreams.co.uk is dominant for a range of competitive terms, gaining first and second position ranking across the main searched terms (Moth, 2014:online)dreams

(Dreams, 2015:online)

FreezeFrameDMMP is the digital agency for you

If SEM is used effectively, than it can be a cost efficient strategy that engages target markets, increases web traffic, interaction and custom to your website.

With our agency’s professional expertise and service, we can implement effective SEM strategies that increases your position ranking, ensures that your products are being seen and your target audiences are engaged.

Get in touch now: freezeframeDMMP@gmail.com

Word Count – 999

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