Consider and Conquer the Difficulties of Online Marketing

Internet marketing techniques can be tricky and really challanging - particularly when contemplating search engine optimisation - one of the most popular challenges is applying PPC to estimate ROI. Even more challenging is estimating a return on the time and cost spent search engine optimising your very own website. Many businesses often start their SEO program without thinking about the value to be obtained when competing for specific keywords. Even if you're competing with your target keywords, how can you tell precisely how much traffic a top ranking keyword will reach? Or whether or not these keywords will result in actual enquiries or sales? One of the most efficient manners by which to collect this data is through a Google Adwords campaign. A well-organised Adwords campaign can provide priceless information and guidance in an wonderfully short space of time.

If you are preparing a specified onsite and offsite SEO program, you should consider beginning with a PPC campaign to assist in gathering informative and essential data. For smaller and more local businesses Local Search Marketing is particularly effective (see local search engine marketing company) as this helps in targeting the area in which you are based and in-turn drawing in necessary local custom. Facebook marketing can also work well for local businesses looking to attract local consumers (see Facebook marketing strategies).

Before starting your Adwords campaign, you should take the time to analyse the Search Engine Results Page (SERP) for the keyword/s you want to compete for. Wikipedia, Google places listings (refer to Google places optimisation services), Adwords PPC, Google+ and image results can each have a big impact on the SERP results. For some terms, organic results are now below the fold and therefore less visible to an audience. It is therefore important to remember that the less prominent your organic result is, the less traffic it will send your website.

The SERP can give you a strong indication of the space you are in. A great example of this is the insurance industry. Insurance companies are willing to pay a considerable price for clicks to out-rank competitors due to the cost of sales a click can generate.

Analysing the SERP can be of great assistance in filtering your target keywords. It can be difficult to rival with more influential sources on short, generic keywords (known as short tail keywords). A good example of this is - if you run an online movie store and are trying to compete for the keyword 'Inception' (the film), you will see that the top positions in the rankings are dominated by domains such as IMBD, Wikipedia, Rotten Tomatoes and You Tube. It is therefore worthwhile competing for long tail keywords instead of short tail, such as 'Buy Inception DVD'. Analysing the SERP in this way will allow you to evaluate the opportunities there are to rank for your keywords.