This is a technique that could more than double the right type of
visitor to your site.
Having a great web site is one thing, getting visitors, especially the right
visitors, to go to it is another.
Ensuring your site is prominent on the search engines when the visitors you want
are looking for what you are offering is vital - otherwise they simply will not
find you.
It can be very expensive to buy advertising banners etc on search engines
and you could be paying for a lot of people to see them who do not want what
you
are
offering.
The alternative is to pay for each visitor - pay-per-click.
Each search engine has a different way of offering this - some have several.
It is important to pick the most appropriate search terms for your web site and
your potential customers and to select very carefully when the advertising is
shown.
By selecting
the occasions your advertising is seen allows you to target it with a good degree
of accuracy and create a highly cost-effective campaign, getting your web site
advertised to exactly those people who seem to be looking for what you have on
offer.
Two thoughts to keep in mind when buying search terms:-
- In the same way that texting
on a mobile phone is changing the way people spell, for
"nxt wk" read
"next week", so are the search engines changing the way
people think. The first time someone searches for "car
insurance" they discover that there are more than 10,000
firms happy to deal with them. The trouble is that the
vast majority are in the US and they don't operate
in the UK. Rather than searching again, our
visitor just refines their search by adding UK on the
end of the existing search term. Result, their next search
is for "car insurance UK" rather than the more logical
"UK car insurance". If you check the frequency of search
terms in the major search engines you will see the effect
of this new logic.
- Your competitors will be
trying to buy search terms in the thousands so to compete
seriously you must be prepared
to make certain that your company can extract the maximum
value from each visitor AND you must know exactly how much
each visitor is worth to you.
A great deal of fine-tuning is needed to get the best
out of this and it does need regular reviews.
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