Measuring your online presence and deciding on marketing strategies can often become a very insular process. Endlessly scrutinizing your own analytics data is like watching one inning of a baseball game: by itself, it can be very hard to tell if your team is winning or losing. Context is everything. Therefore, you need to have some idea of how your competition is doing. Competitive analysis will give you the data you need to make informed decisions about keywords, content, design, SEO and much more. Learning what helps to make your competitors successful can provide inspiration for your own strategies as your site grows. (more…)
In our last post, we discussed search engine marketing (SEM) and how it can help increase conversions by getting the right people to visit your website. In general, SEM involves promoting your site in search engine results to users who have searched for keywords you’ve paid to target. This type of pay-per-click advertising is available through a number of high-traffic channels, including Google, YouTube and Facebook.
In order to get your SEM campaign started on the right foot, you will need to determine which keywords will bring high levels of relevant traffic to your site. Of course, keeping your campaign within its budget is also important. (more…)
In our last post, we discussed website analytics, specifically how Google Analytics can measure your website’s performance. This week, we’re going to delve into the world of search engine marketing, often referred to simply as search marketing or SEM. Search engine marketing is not synonymous with search engine optimization, although you might sometimes hear the two used interchangeably. Search engine optimization falls under the umbrella of SEM and focuses more on gaining organic traffic by making your site’s content search-friendly and building backlinks.
SEM, on the other hand, promotes your website by increasing its visibility in search engine results through paid options such as pay-per-click advertising. SEM is not limited to traditional search engines – thousands of searches are performed every day on sites like Facebook and YouTube. In fact, YouTube is considered by many to be the second largest search engine on the web. (more…)