SEM is a method of marketing using Search Engines which includes organic and paid results. Organic results are the free listings on search engines, while Paid Per Click (PPC) are the ads that often appear above and/or on a column to the right of the organic list.
Organic results are listed in the order of their relevance and authority, while PPC results are listed in the order of bid price and relevance. With PPC highest bid will move your ad up to the first page and may be listed first depending on relevance. To reach the first position in organic search often takes years of dedicated SEO work—depending on the search term and your competition.
The cost of PPC on Google has reached a point (often over $3 per click) and on competitive keyword phrases much higher, which has driven small businesses to look for other internet marketing methods (or at least to move over to Bing/Yahoo’s PPC).
The longer the keyword phrase (longtail) the closer the customer is to buying. This is because the customer has already completed researching and has already narrowed down the purchase and is ready to buy. This means that using longer descriptive keyword phrases will bring less clicks, but a much higher conversion rate. Since you only pay for the number of clicks (not like banners that you pay per thousand views) longtail keyword phrases have to be researched to find niches that have results you can afford.
Your internet image as with your business image is all about leaving the right impression. SEO used to be all about link building—the more links the better. The wrong links can now hurt you. Now, it is about quality of those links. SEO is changing very quickly and that change is being led by social media. The more engaged you are the better you will rank on the search results. How do you engage on the internet? Social media is the key to further growth of your online “authority”. This authority will decide how search engines view and rank your content. Authorship will become the new buzz and authority will rule the rankings.
Building authority will take time so you need to start now! Understanding “Google Authorship” and “AuthorRank” will help you to boost your visibility which increases leads and generates conversions.
Social media is all about engaging your viewers so you need multiple streams to feed into your “money” site. The starting point for many is their Facebook page. Building content and getting “likes” is just the starting point. Twitter is an excellent tool to bring new viewers to your site or Facebook page.
Google+ is growing fast and for business is going to be a better choice than Facebook because all of your content remains visible and can be used in links without worrying if those links will stay up or not. You should however be using your social media sites to — drive traffic to your website.
On your website make it easy for visitors to “like” “+1” or “tweet” about your content. Use a simple plugin that they can click their approval and up your authority… it is all that simple, the main thing to take away from this is: start now!
Is your website or blog listening to your visitors?
When a customer comes looking for support the most important thing to remember is that the customer is upset. Customers want attention NOW! Do you have a 1-800 number? On-line chat? Customers do not want to fill in a form or email and wait… even if your response is quick — it will never be quick enough.
With on-line chat you can fix their problem within minutes and make an unhappy customer into a loyal customer that just may tweet about your great service! A 1-800 number can also work wonders just having it on a website advertises the fact that they can reach support if required.
Phoning or emailing clients to check up on their status and are they happy about your product or service is another way of showing “the personal touch”. In today’s reality of twitter, Facebook and Google+ it is best to be proactive because it takes more work to repair your image from misunderstanding than it does to show your clients that you do care.
Pinterest is the most “shared” of the social sharing sites. 80% of Pinterest pins are repins. Which means it is the highest in shared content of all social sharing sites. Once something is pinned on Pinterest, it continues to get shared, this is what we call viral marketing.
Images are easily posted and reposting is encouraged. It is so easy to use that it is actually fun! Worse thing about Pinterest is it may become addicting.
Pinterest also changed it’s terms of service that eliminated the policy that gave it the right to sell its users’ content. Pinterest also enabled users to be able to block other users, giving a more secure platform and community building tool.
Users posting images on Pinterest can easily notify their Facebook or Twitter followers.
Ecommerce sites are the biggest winners with Pinterest. More revenue flows from images posted on Pinterest than from Twitter. The biggest users of the site are women and most popular categories are recipe and food. However, a huge growth in all ecommerce products is taking place. Pinterest can give exposure to any product using its’ “authority” and drive customers to websites offering any category of goods or service that alone would never get this kind of exposure.
On closing I would just like to say — Pinterest is fun to use, and that alone will propel it to the top of social media sharing sites.