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A number of studies over the last few years by search marketing experts such as Yahoo! and DoubleClick (before it was purchased by Google) have consistently found that searchers use different search terms at each stage of the buying cycle. A Yahoo! study, dating as far back as 2004 asserts that searchers search a few times prior to making a purchase. Further results found that searchers use generic keywords at the start of the buying cycle, once the need has been identified; but use more product & brand specific keywords as they near the purchase decision. What is SEO ? Why is it important? Targeted paid search marketing management
With this in mind, in order to drive sales through search, cast a wide net of both branded and generic keywords while targeting your ad copy to each stage of the buying cycle. Based on the behaviour of searchers as they move through the buying stages, it is important to focus on the following elements:
#1. Awareness of Need & Information Search:
Integrate search with other marketing channels, both online and offline so that your brand is visible to searchers when they commence their search.
Use generic keywords to attract new customers as they become aware of your offering. But be patient, conversion rates at this stage might be lower as people still evaluate their options. You may not see results straight away, but it may translate into sales later in the cycle.
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Type in 'Google wants Twitter' into Google and on the first page of the search engine you will find links to a range of blog authorities and media sites declaring this latest headline, that Google may be interested in purchasing Twitter. At the heart of each article that is posting the existence of this rumour is the question, WHY would Google wish to purchase Twitter? Could it be like the purchase of YouTube, to buy the hottest thing online that Google does not have or are there more strategically targeted motivations behind the interest in what is currently the most talked about application online?
WHY Google would want Twitter
1. Real-time search engine - Twitter offers the most comprehensive and only real-time database online. Nowhere else can you listen to the story as it is happening now, whether it is exaggerated reports of swine flu or immediate updates on brands, consumer sentiment and anything that's hot or not.
2. Value in content - Every time somebody posts a tweet on Twitter, this increases its content and that's a growth of 6 million tweets per day, according to TimesOnline. This evolving database of thoughts, when disseminated, would hold a great deal of knowledge, and knowledge, especially to Google is power.
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Google is the search engine that became a verb - to "Google it" and whose mission it is to organise the world's information and make it universally accessible and useful. It is also the world's most used search engine, increasing its US market share to 72.1% of all search engine queries for December 2008. This is a year-on-year increase of almost 10%, according to new research from the competitive intelligence company Hitwise.
Closer to home, late last year, Sensis and Google signed Australia's biggest-ever search marketing agreement. The deal is that Google will power web search and text advertising for Sensis.com.au and in return, listings from the Sensis business directory, Yellow, will be integrated into Google Maps. (Search Engine Room)
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Google Stays Ahead with Google Trends
Marketers love using Google for building their brands, extending their market reach, plus the constant release of smart free tools that Google keeps releasing which help businesses make smarter decisions. |
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Tapping the local search market Traditionally people referred to the yellow pages when seeking information on local businesses and their services. Google offers all this and more on its local listing and maps service. This is yet another example of Google launching a service that increases its marketing reach even further by offering users a ‘friendly convenience of local business content.  Googles local search results for "mudgee accommodation" |
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