Search marketing is the process of gaining traffic and visibility from search engines through both paid and unpaid efforts. Search Marketing by Design focuses its efforts on: Google Places/Maps, Google Adwords, Google, Bing and Yahoo organic search.
Free Search Engines
Google Places/Maps (Soon to be Google Local)
The Yellow Pages are dead and Google Places for Business is the new Yellow Pages. Google Places/maps is one of Google’s three search engines. Google Places helps you get your business found on Google. It also allows you to connect with your customers and let them know the latest information about your business. Google uses data from many sources to compose local business listings. Each listing includes information from one or more sources, such as third-party providers, user edits, and verified business owner records.
Google Search is the most-used search engine on the internet, Google’s algorithm does several hundred million queries each day through its various services. The main purpose of Google Search is to hunt for text in publicly accessible documents offered by web.
Bing Search is the newest contender in search with %17 of all searches.
Yahoo is the oldest of the search engines with 12% of searches and they are loosing market share annually. The most recent video I could find about Yahoo search from Yahoo is three years old. This is just another example of how out of touch Yahoo is to the market place.
Paid Advertising (PPC)
AdWords is Google’s online advertising program. AdWords lets you reach new customers and grow your business. you can choose where your ad appears, set a budget you’re comfortable with, and measure the impact of your ad. There’s no minimum spending commitment. You can pause or stop anytime.
Facebook ads come it two forms PPC ads and sponsored stories. Facebook ads can be very successful for the right niche, but in general the ROI is not as good as AdWords. One of the most successful Facebook campaigns I read about was a campaign by a plastic surgeon. If your goal it to get more likes Facebooks ads works well for that. I have done that for many of my clients.
Yelp (directory listing)
Yelp is a local directory that is driven by consumer reviews. As much as consumers love Yelp many businesses owners hate Yelp and their management team. It is a good idea to have a Yelp listing it you are in retail, food service or hospitality. But I would never suggest paying for any Yelp service the ROI has yet to be justified in my experience.
YP (directory listing) YP is the old Yellow Pages online. It is good to have a YP listing to boost your SEO but never pay for a listing on YP.
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