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Search Engine Marketing Trends

posted by: Joe  /  12 November 2009

Recent research has thrown up some interesting information about the current Internet market trends and developments.

Not only are we seeing more and more evidence to show the growth of online marketing but we are also finding out what this means to the Internet surfer’s attitudes to search engine results.

Summary of Online Activity

The table above shows us which areas various companies are spending on online services. As you can see Keyword Research is in the lead with 70% of companies focusing on it. This is a significant number and perfectly demonstrates the importance of getting ahead in SEO programs. The competition for a space on the first results page of Google is increasingly tough but getting there will provide unparalleled Internet exposure for relatively low cost.

The latest Google stats…Why is it still so important to be on the first page?

• 68% of people try another search if they can’t find what they want on the first page of search results. (June 2008)
• 91% of Internet users prefer using natural search results when looking to buy a product or service online. This shows that most people trust natural search results much more than they do PPC adverting.
• Only 8% of Internet users go beyond the third page of results.
• 7/10 people said that they would click a search result on the first page of results.
• Out of those 7/10 people, 90% said that they would change their search if they didn’t find what they wanted on the first page.

By not being on the first page of the major search engines you will loose a huge percentage of potential customers searching for keywords relevant to your service.

How have other Businesses been developing their online marketing strategy?

More and more businesses are allocating valuable Budget to paid search.
This is because it is a cost effective, tried and tested method of generating leads and sales. It is relatively easy to manage and can deliver good levels of ROI in the wake of difficult economic challenges.

Stronger focus on Analytics and Optimisation
Companies are becoming much more creative and confident in their approach to paid search, which has resulted in them paying more attention to the details of conversion and landing page optimisation, in order to maximise their ROI.

Tracking and reporting have been a key focus for companies because of the need for even greater accountability during a recession.

Google continues to rule
The number one goal for all companies is still to focus on hitting the first page in Google search. Although other search engines such as Bing (Microsoft) and Yahoo are still important, Google is growing and evolving at an incredible rate…

For example, Google recently reported revenues of $5.94 billion in 2009; an increase of 7% compared to the same period of 2008.

For more information on how we can help you with your Internet exposure call us on 01234 292 222

Google Wonder Wheel

posted by: Joe  /  19 August 2009

What drives every successful PPC campaign is ensuring that you have a comprehensive and accurate keyword list. It is imperative that you are targeting the right keywords and that your keyword list is extensive and robust. However, when it comes to SEO and PPC you can not afford to rest on your laurels because the Internet is ever evolving and your keywords need to be as well.

Continually maintaining a relevant keyword list may seem like a lot of pressure but we can help you achieve the best possible results when it comes to gaining as much visibility as possible on the big search engines such as Google. Google itself is always developing to make searching the web as easy as possible for its users. Therefore understanding and its new ventures is essential. The latest development by Google is the Google Wonder Wheel.

As this diagram shows, the Wonder Wheel is a more visual way of searching the web. In the example I have used the term 'outlook email' as the main search phrase and the other terms are related searches that may be of interest to the searcher. When you click on one of these related searches a new 'wheel' appears in that subject area whilst keeping your entire search history mapped out on the page. This means that moving back and forth and into new related areas is extremely easy and you can visually map out how Google is relating your searches to others in the same subject field.

For SEO and PPC purposes this is extremely exciting as it means that choosing your keywords is now infinitely easier as the Wonder Wheel actually provides a map in which you can navigate through. This is useful as it has proved to be a valuable tool when writing copy for a website as it shows what terms Google relates to others. It is well reported that in ranking results Google doesn't only look for the search terms; it also analyses the surrounding content to see if it appears relevant. By using the Wonder Wheel it is straightforward to find out what terms Google relates to targeted key phrases and these related terms could be utilised in your website's content.

At the moment the direct impact that Wonder Wheel is likely to have on SEO is unclear but, alongside the other features found in the new options bar, it provides another interesting advancement in the way searches may be conducted in the future and is already proving to be extremely popular. To find it, simply conduct a search in Google and you should see a tab that reads 'show options'. You will then see the Wonder Wheel listed on your left like this:

The other tool in this section can also be extremely helpful when conducting keyword research, looking for those new niches you may be missing, is the Google Related Search option. This tool works similarly to the Wonder Wheel but it has no graphical element. However, it contains more results and the results are slightly more detailed as it stands but the Wonder Wheel is constantly being improved so that it is on the same level as the related search.

Knowing these kinds of progressions and developments online is exactly why we are so successful in our SEO and PPC campaigns for our clients. If you have any questions about SEO and PPC or are looking into this area for new marketing opportunities for your business then please give us a call on 01234 292 222 and we'd be happy to help.

Search Engine Optimisation... Why is it so important?

posted by: Joe  /  13 July 2009

Our extensive experience as web developers, has taught us that having a dynamic and professional website design is only the first step toward an effective online presence. This is because the Internet is a vast and highly competitive medium and no matter how good your website is, if potential customers are unable to find you then it is completely useless.

How do I get potential customers to find my website?

If I told you that 91% of web users use search engines to navigate their way through the web wouldn't you agree that this would be an essential area to dominate?

More specifically, if I said that 8 out of 10 searches are done through Google, Yahoo and MSN can you imagine how beneficial it could be if you were among the top 10 results for searches in your field?

That is where Search Engine Optimisation (or SEO) comes in. Here at Fivesite we are experts in implementing outstanding SEO programs that aim to get you to the top of all the major search engines with keywords and phrases that are relevant to your service. We don't want to move you from page 40 to the first 5 results pages on Google; we want you on the first page. Furthermore we want you at No.1 because we know how beneficial the No.1 slot is for generating new business and boosting sales.

The importance of being on Page 1

A recent survey by Jupiter Research (2008) cites that 68% of web searchers don't look beyond the first page of results when using online search engines. This is an increase of 42% since 2002. These stats not only show the importance of being on the first page of results (thus gaining maximum exposure to potential clients), but it also shows us the increasing importance search engine placement bears on the searcher.

This is because today's internet users are savvy and experienced, therefore they know that the companies at the top of the search results page are going to be the most relevant and the most trustworthy. They think:

High Search Rankings = Leader within their Field

Therefore they are more likely to click through to your website and read more about you, hopefully provoking them to make an enquiry or even buy something directly.

In the report below you can see where web searchers focus their attention when analysing search results. As you can see Google users barely even reach the bottom of the page when viewing results, nor do they pay much attention to the right hand side of the page where PPC adverts are placed. Although Yahoo and MSN users are a bit more sporadic in their viewing, it is still clear that the main focus of attention is the top left hand side of the page... this is where your organisation needs to be.

Beneficial whether you're big or small

The wonderful thing about SEO is that it allows even the smallest company to compete against large organisations. This is because achieving the top slot on Google, for example, costs nothing – search engines offer a free online service which aims to connect searchers with the most relevant websites possible. It's all down to hard work and skill rather than budget that will get you to the top.

Call us on FREEPHONE 0800 292 2014 for more information on how our superb SEO programs can improve your online presence.