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Search Marketing...Where Do I Focus My Energy? | Website Office
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Search Marketing…Where Do I Focus My Energy?

June 17, 2008

This seems like a fair question. If you are looking to build a website and trying to start up your search marketing, you probably want to know where you should be focusing all your energy. Unfortunately, while one area may help you a little, there are really seven places you need to be focusing to maximize your potential. I know that phrase sounds a little questionable, but there are numerous factors you need to consider as you are expanding your site and there is no magic formula or word to do it for you.

One of the biggest areas where you need to focus is your choice of search engines. You are obviously going to work on the larger search engines, but choosing good secondary search engines is just as important. You don’t want to have too many search campaigns because this can be both costly, confusing, and it can set you up for more problems. You also don’t want to focus solely on the large search engines. They will provide you traffic, but oftentimes, the smaller search engines will provide you more revenue driving traffic.

You should also be focusing on your keywords. Choosing the right keywords determines the amount of traffic you can get. A lot of time can go into the research phase of keywords but ensuring that you are choosing keywords that are both profitable and not too expensive is one of the keys to a successful campaign. This ties in with your bids. You need to make sure that you are getting the right returns for your money. If you are bidding on keywords that are not driving returns, you need to rethink your strategy.

Know your target. The more time you spend familiarizing yourself with your target audience, the better you are able to communicate with it. While you don’t want to limit yourself too much, you also don’t want to try to reach everyone. There is a group of people to which your site will appeal and you need to focus this energy on reaching them.

I group the following together under the idea of content. These are closely associated with knowing your target audience, but you need to make sure that you are looking at each of these issues individually: your ad text and your landing pages. You need to make sure that these are both attractive and useful to your visitors. Further, the more unique you make them, the more likely they are to drive returns. I do not mean different, though this can be a good thing, but I mean individualized. Just as people have different favorite colors, they are also looking for different things. The more you tap into this knowledge, the more successful you can make your marketing campaigns.

These are the areas you should be considering when designing your marketing campaign. Taking things in steps and making sure you are optimizing these various steps will be more effective then focusing on one area to the exclusion of all others. Seek balance and you will find that your campaigns are more successful.

Written By: James Blackburn, Website Office Staff Writer

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