Search Engine Marketing Articles

Today's keywords marketplace is supply and demand driven. The demand for higher traffic generating, better conversion rate keywords is huge. This is driving up the cost of popular keywords to a level which makes them beyond the reach of small advertisers. Add to this the inflationary pressures and major players like Google and Yahoo deciding to raise keyword prices across the board. However rising keyword prices do not necessarily mean a lower rate of return on your usual search engine marketing campaigns. Smart keyword deployment strategy uses web analytics to automate the keyword bid process and increase the relevance of webcontent. This leads to higher click throughs and conversion rates of SEM campaigns which in turn mitigates rising keyword price issues, while boosting the overall marketing spend ROI.

The approach businesses take to interaction between call centres and e-commerce needs to be aligned with evolving customer preferences. The web and call-centre channels are beginning to converge, forcing marketers to adopt innovative ways to leverage synergies of a multi-channel sales approach.

For example a customer may browse for products online, fill up the shopping cart, and then may pick up the phone to check some details before placing their order. To an e-commerce manager it might look like an abandoned session, but to the call centre, it is a brand new phone-sales opportunity.
Ideally e-commerce and call centre sales channels need to be linked to deliver a better customer experience. When the customer tells his unique e-commerce code, on a call, the call centre agent views all order details and is able to resolve his issues faster. The call agent can even harness many cross-selling / up-selling opportunities (as the customer is in the right buying mood). Creating an integrated, collaborative shopping experience is the need of the hour for boosting conversion rates and returns on marketing spends.

Using search engine marketing techniques to promote your offerings on the Internet gives the best returns amongst all web marketing efforts as per the latest report by Marketing Sherpa.

Google is the global pioneer leader amongst all search engines. Achieving higher rankings in Google for your website or web pages is a smart way of staying ahead of your competitor’s web promotions. Google owes its market leadership to its consistent ability to serve the most relevant web pages for a search query. As it has billions of web pages to search (with many thousands getting added every day), Google has devised its own unique way of attaching importance to all the web pages that its automated crawlers read. Google ranks all the available web pages according to their content relevance with respect to search phrases entered on its Internet search page.