Search Engine Marketing
Combining Natural SEO and Paid Placement
for a Complete Search Engine Presence |
| Search engines are proven marketing channels offering enormous rewards to those that know how to use them effectively. Each year more and more people use search engines to research and buy products and services. Everywhere you turn there are articles in leading magazines and periodicals pontificating about the power of search and how it is currently changing people’s lives and the impact it will have on our future. Our goal is not to convince you that search engine marketing works (we had to do that five years ago), our goal is to help you create and run an effective overall search engine marketing campaign that delivers bottom-line results. Combining expertise in both Natural Search Engine Optimization and Paid Placement, Ace Rankings will help you outline, establish and achieve your online marketing objectives. |
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| Natural Search Engine Optimization |
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Natural Search Engine Optimization is a long term strategy and one that really reaps rewards in years ahead. Having more business experience, higher sales, more employees, or a better “looking” website does not guarantee that your company's site will rank ahead of your competition. Search Engines are blind to what humans see; they don't care if your site is more attractive or more user-friendly. Their spiders "see" only text, code, and links and use these to determine your relevance to a specific keyphrase. To succeed in these engines, your site must offer quality content for the keywords that mean the most to your business.
Because search engine and human directory updates can take anywhere from a few days to over a year, it is essential that your site remains current and optimized for the keywords that reinforce your marketing goals and drive web users to your products and services. It takes in-depth keyword research and creation, a strategic submission plan, and ongoing revision to your site's content and meta information for you to achieve and maintain a powerful natural presence on the Internet's most popular search engines.
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| Paid Placement Marketing |
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Unlike natural search engine optimization where results take time, visibility is immediate with a paid placement campaign. Whether your website is dynamic, static, flash-based, animated, or content rich, a paid placement campaign can get your site listed for your desired keyphrases for as long as you pay. A Paid Placement campaign can help your site achieve its immediate goals whether that be to sell products, get signups, download a whitepaper, fill out a form, or listen to a song. Because the costs for these campaigns can vary by word and by engine, it is imperative that you create quantitative metrics to analyze your campaign and enable informed decision making.
A successful Paid Placement Campaign incorporates a handful of very detailed steps prior to launching and, once the campaign is running, it is necessary to make many adjustments to capitalize on the successful keyphrases and to remove the non-performing ones.
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| Measure, Measure, Measure |
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In order to understand the effectiveness of your search engine optimization campaign, you must have analytics in place that will measure the results of your increased rankings. These analytics which include log file analysis software, pixel tracking software, and integrated CRM functionality are the foundation upon which all optimization campaigns (both Natural and Paid Placement) must be judged. If you can’t measure your successes and areas for improvement you won’t be able to make informed decisions about adjustments that need to be made.
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