Many businesses in the UK make the mistake of not using a search engine marketing consultant, especially when they are first contemplating whether or not to design and implement an Internet website. In this article, we’ll answer some of the commonly asked questions about search engine marketing.
Q. Why do I need a search engine marketing specialist?
A. First, some background: Successful Internet search engine marketing services can provide highly specialized services. One of these is called PPC (pay per click) and it’s a powerful way to direct customers to your website. But not just any customers, PPC helps assure that the customers who visit your site are already interested in your products and/or services. PPC is driven by search engine results. Search engine results are in turn driven by keywords.
Q. How can a pay per click consultant help me choose the most effective keywords?
A. Many business owners make the mistake of thinking they can generate their own list of keywords. While this may be somewhat true, an experienced search marketing consultant often sees the “big picture” and can consider tangential but critical issues like keyword variations including regional keywords, negative keywords, abbreviations, misspellings and unique brand and/or product terms and descriptions. Competent search engine marketers will also target users who are looking specifically for your products or services with a customized and effective landing page that will capture the user’s attention.
Q. What search engines does a search engine marketer work with?
A. At the very least your search engine marketing plan should include Google, Yahoo!, MSN, Ask, AltaVista and AOL. But the consultant’s actual expertise is best utilized by helping clients determine what second level search alternatives are available for the client’s specific products and services. A partial list of second tier search engines includes Kanoodle.com, Enhance.com, PageSeeker.com and Search123.com. Your consultant will also help you find specialized search engines that will, for a small fee, provide a customized search platform for you. Beyond search engines, a search engine marketer will help expand your web presence into blogs, forums and sites that review products and services.
Q. What about the costs?
A. Search engine consultant costs can be customized and tailored to your particular needs and budget. PPC advertising is extremely flexible and allows you to determine the amount you’re willing to pay whenever a user clicks on your ad. But this isn’t the whole picture. It’s important to remember that factors like how relevant your content is and the historical performance of your keywords will effect the bottom-line cost. This cost can range from $.05 to more than $20 per click. So the experience of a search engine marketing consultant would be of prime importance.
This FAQ has touched on only the very basics of what a search engine marketing consultant can accomplish for business in the UK. But the fact remains, that such a consultant these days is a definite necessity for a successful online business presence.