Search Engine Marketing
Our SEM department gauges a site's online marketing success by four standards: ranking, traffic, conversion rates, and referral rates. It is important to note that no single standard is more valuable than another. In order to attain success in SEM, that is, to see results from online marketing, all of the components must be considered.
Ranking
Once upon a time, if your site's keywords had first place rankings then you had succeeded in your Search Engine Marketing campaign. Actually, achievement in SEM is more than just achievement in rankings. Though necessary, those first place spots are no guarantee of more sales for you. Considering what sort of traffic visits your site is the next step to success.
Traffic
If your site has strong rankings, but your company still doesn't see an increase in sales, chances are your site is generating the wrong kind of traffic. Hard to believe, but having a ton of visitors is not what will make your site successful. What is ideal, rather, is to have as much qualified and unique traffic as possible. You don't want just anyone to visit your site; you want traffic that wants what your company has to offer. Through a careful analysis of your company, our specialists will develop a list of keywords that will drive these qualified and unique visitors to your site. You can just sit back and enjoy the higher conversion rates.
Conversion Rate
A conversion rate will represent what kind of sales your Internet marketing campaign is garnering for your company. Marketing should always be seen as an investment, and Search Engine Marketing is no different. So what kind of conversions should you expect? Consider first that the average Website has a conversion rate of 1.8%. Now consider that the conversion rates for some of our e-commerce sites are as high as 18%.
Referral Rate
The referral rate is the percentage of traffic sent to your site by the Search Engines. The average Website has a Search Engine referral rate of only 6.8%. We show search engine referral rates as high as 48%-67% for our established clients. Newer clients average a 25% referral rate.
Sound like a bunch of boring SEO theory? Take a look at our SEO Case Studies to see how these four components have yielded some big results!
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