Whether you're already investing in search marketing, or you're still on the fence about it, results of a new survey should come as welcome news.
According to the 2014 â€œState of Retailing Onlineâ€ survey by Shop.org/Forrester Research:
â€œSearch engine marketing is lauded by 85 percent of retailers as one of the most effective customer acquisition tactics.
â€œIn fact, retailers spend more of their interactive marketing budgets on paid search programs than on any other tactic, and four out of five retailers surveyed are also spending more on pay-for-performance search placement this year than last.â€
In other words, if you're not spending the majority of your interactive marketing budget on paid search, you are in the minority. Not only that, but you're missing out on what could be the single most effective means you have of acquiring new customers.
Where to Invest Your Search Marketing Dollars
Search Engine Optimization
There are dozens of things that go into professional (i.e., paid) SEO, but chief among them are:
Note, each of these must always be approached in light of search engines' oft-updated algorithms.
For instance, last year's Hummingbird update enhanced Google's ability to return results to users that it deems best able to answer the query within context, further diminishing the effectiveness of keyword-intensive website pages.
With pay-per-click search marketing, you can:
– Guarantee your website turns up in search results.
– Reach only those consumers who are actively looking for a product or service like yours.
– Count on response, as nearly half of consumers trust ads that turn up in search results.
– Pay for it only when it works, which is the very essence of â€œpay-per-click.â€
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