5 simple rules for effective search marketing

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  • Invest in so-called “long-tail” keywords. A study from contextual advertising company ContextWeb found that average click-through rates for long-tail advertising during the last half of 2010 were 24% higher than for investments in most-popular phrases.
  • Connect your search campaign with other marketing elements, such as TV, print and digital. Most prospects will search for a product online after they've been exposed to some sort of offline marketing.
  • Pay attention to the conversation surrounding your brand, and become a part of it. To do so, generate content at the right time, then drive people to it. This is particularly pertinent when it comes to damage control.
  • With Google's recent algorithm change to reduce poor query results, refine your site's quality with fresh content geared to targeted leads.
  • Pay attention to your brands' online reputations. Search engines are integrating “social signals,” so it will pay to invest in building links and to improve sites for the long haul.
  • Sources: ContextWeb; Digitas
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