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May 27th, 2008
The Top of the PageHow to Reach Today’s Demanding Searcher News Flash: The expectations of search engine users are up. And their patience? Down! But is this truly news to you? I doubt it. If you are a regular reader of this blog, you probably know that these measures have been trending this way for some time now. However, what may be new info is that such user behavior and attitudes have important implications for marketers. Before we begin our discussion of how you can capitalize on what your users think and do, take a look at the findings from an April 2008 study conducted by JupiterResearch, as it illustrates these trends:
So what are the implications of these findings? There’s an obvious need to optimize your Web pages and obtain links from credible, relevant sources to maximize the chance of your site to be found on the first few pages of search results. But there are also two other important implications. Low-Hanging Fruit But don’t stop there. Take these same assets and find resource sites (e.g., YouTube) and social media sites (e.g., Facebook) to post and tag them, so that you can expose your brand to visitors of those sites who may otherwise have never visited your corporate website. This step is especially important now that all of the major search engines show more than just text in their search results, in what we call “blended results.” Now, such digital assets—on your website or elsewhere—have the potential to supplant your competitors’ listings on the search results pages for your most important keywords. And performing these steps with all your digital assets in a holistic manner will help your brand to dominate the search results page. Pay for Play In organic search results you may be competing with competitors that have several years’ head start, thousands of pages of optimized content, thousands of incoming links, and thousands of digital assets that they’ve distributed all over the Internet. But paid search (like Yahoo! Sponsored Search), using compelling ads and strong calls to action, can be used as a great equalizer to overcome any advantages they have in the algorithmic results. Clearly, users’ expectations continue to rise, and their patience continues to wane. Smart marketers will capitalize on these trends by showcasing their digital assets, and initiating paid search campaigns to help their companies into the first few pages of results. — Robert J. Murray, President, iProspect Robert J. Murray is president of search engine marketing firm iProspect in Watertown, Massachusetts, and can be reached at rob.murray@iprospect.com. |
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10 Comments Add your own
1. » Are Searchers Byp&hellip | May 28th, 2008 at 6:00 am
[…] your pay per click ads in the search results? That may be an important question and according to a new study by Jupiter Research you may want to find out. In organic search results you may be competing with competitors that have […]
2. SearchCap: The Day In Sea&hellip | June 2nd, 2008 at 4:54 pm
[…] The Top of the Page, Yahoo! Search Marketing Blog […]
3. Yahoo!: 1ª Página de Re&hellip | June 3rd, 2008 at 11:38 am
[…] Saiu no Blog do Yahoo!, Alguns dados mostrando que os usuários estão cada vez mais na 1ª página de resultado de pesquisa e cada vez menos indo para as próximas pesquisas. Fonte: Yahoo! […]
4. A view of changing search&hellip | June 10th, 2008 at 2:04 am
[…] behalf of iProspect in the US and a follow-up posting by one of iProspect’s executives on the Yahoo! Search Marketing blog sheds more light on the data that was collected by this […]
5. Alexis Kauffmann | June 15th, 2008 at 5:14 am
This is the main trouble with SEO. There is only room for 10 sites at the first page and thousands of sites competing for it.
6. Alex Tsatkin | June 17th, 2008 at 12:48 pm
7. Bob Frantz | June 17th, 2008 at 12:51 pm
I agree with posting blogs and the like on social media sites to gain visitors you might not otherwise get, but the Pay for Play idea, at least in my field of web design and hosting, can become very expensive if you want even a hope of competing with the big guys. For now, I’ll just stick with the back links.
8. Does Yahoo’s SEM Bl&hellip | June 17th, 2008 at 6:54 pm
[…] Yahoo’s Search Marketing Blog posted an article recently called The Top Of The Page . Granted, this is a blog mostly about paid search, and thus, promotes spending money. This article […]
9. 5 SEO Tips | June 18th, 2008 at 10:05 am
Organic + PPC is a dynamic duo. It’s best to optimize any pages, and use a PPC budget to pay for the keywords that convert.
There are buyers and readers on the internet; SEO for both, and PPC for buyers.
10. You dont deserve to be nu&hellip | June 18th, 2008 at 3:55 pm
[…] great results for your campaigns. (We should also note that there are plenty of times when you do want to be number one. When that is depends upon your business.) Here are five ways to help make sure you’re bidding to […]
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