Friday, May 6, 2011

The Anatomy of a Search /Do it Yourself Online Marketing Pt 9

The Anatomy of a Search 

The continuation of  my SEO research, based mostly on "The Art of SEO, 
Mastering Search Engine Optimization"by Eric Enge et al
This information is valuable for anyone who owns a website, from musicians
& artists, to accountants & retailers...any type of businesses.

There are about a trillion pages on the internet that Google knows of. 
A company named Jupiter released a report stating that, paid search 
advertising should continue to be the largest category of online spending, 
growing from 9 billion in 2007, to 21 billion in 2009, even though it's a 
proven fact that  if your websites  dwells among the top 3 rankings in a 
natural search, your link has 2-3 times the valuable of paid advertising.

You have to ask yourself, " Why does business continue to spend their 
advertising this way? It's because the Pay Per Click  model is easiest for 
business to understand, as it is more similar to traditional marketing 
methods, than SEO, in that the ROI can be tracked more readily.

Based on this value ratio of SEO  to paid ads, SEO path will become the 
way of the future for advertising budgets.

There are 2 arms of SEO
1.Offline: This is things done on your actual site such as keywords, content, 
meta tags, etc.
2. Online: Getting link backs to your site, from other sites on the internet

A search engines' main goal is to generate revenue via advertising, mostly 
through pay-per-click ads, which means advertisers pay only when people 
click on their ads.
People use the  search engines that are perceived as delivering the most 
relevant, & accurate answers, in the least amount of time. Resultingly, 
search engines are forced to invest a lot of their resources on achieving these 
goals in order to be successful, and people who try and manipulate their 
search engine rankings, that result in non-relavent results, (spam) are
seriously penalized by the search engines.

The 3 Steps of the Search Process areas follows

1) The need of an answer to one of the following queries
i) navigational, where the intent is to arrive at a specific website, eg. acme plumbing
ii) transactional, where the intent is to buy something camera
iii) informational,looking for knowledge with no particular source in mind. score

2) Expressing that query in a string of keywords or a phrase ComScore shows 
the average query is 3 words in length

3) Executing the query

Who Searches
Almost equal between male & females

Determining Intent of the Searcher

Most searchers don't understand how search engines work. Searchers often 
provide a query that is too general and doesn't provide the search engine or 
marketer with the info needed to determine the intent of the searcher.
Because of this, general queries are important because searchers at least find 
out about you, & thus begins the start of the sales process...building trust.
Be aware that many of your website visitors arrive looking for something 
else, & are not likely to help your business goals.

For the purposes of marketing, it's crucial you understand how your 
target market searches for your service/product, therefore, we use queries 
to help us determine keywords

Queries are ranked in value as follows.
Transactional: very high...the potential for some kind of transaction, be
                        it financial,or subscription etc.
Informational: middling...the potential attract inbound links, followed by the potential
                         to convert to a transaction
Navigational: low...except with searches on the publisher's own brand
                         he potential  to pull searcher away from intended destination

Using this info you can build your own keyword chart, to help determine the intent of each one of your primary words, as seen in table 1-4  below.

No comments: