The Value of Search Engine
Marketing
Search engine positioning is a cost-effective
and powerful marketing tool. Money spent on a
search engine optimisation company to marketing your company
products and services is very targetted. Prospects who
find your site through search engines are actively looking
for information on your products and services. They'll
be receptive to your marketing message when they land
on your site.
Search engine marketing vs traditional offline
marketing. Most often, traditional offline marketing
such as TV and radio ads cater to the masses. Out of the
tens of thousands of TV viewers or radio listeners, there
may only be a handful of prospects who are interested
in your services or products. Sometimes, having spent
thousands of dollars on these advertising channels doesn't
produce effective targetting at all! It all comes down
to ROI and target marketing.
Search engine marketing produces high conversion
rates. Search engine traffic outperformed online
ads and direct mail in a MarketingSherpa case study by
producing higher conversion rates, lower cost-per-click,
and substantially lower cost-per-acquisition. Server log
studies have also shown that search engine campaigns produce
more purchases, catalog requests, newsletter subscriptions,
and software downloads compared to banner ad and email
marketing campaigns.
ANA study (Association of National Advertisers) reports
that 79% of major U.S. companies advertised online last
year and 75% used SEO. Corporate America is recognizing
the value of search engine marketing and finding it attractive.
The Australian online marketing is currently untapped.
Should You Hire In-House
Search Engine Optimization?
Although many firms perform SEO in-house, research shows
this may not be the best option. Over 90% of U.S. corporate
sites are improperly optimized despite
employing in-house search engine optimisers (referenced
from MarketingSherpa.com). Most marketers spend less than
1 percent of their budget on SEO, even though optimisation
can increase site traffic 75 percent or more (CyberAtlas).
Costs of hiring professional search engine optimisation
company. Most search engine campaigns of ours
fall within the range of 2000 AUD -10000 AUD per month.
It all depends on the number of goals we set to achieve
with our clients. More goals will mean longer campaign
time and more resources deployed.
Typically, we deploy 2 search engine experts for each
client and for more intensive campaigns/jobs, we allocate
3 search engine experts. This creates a team work environment
between clients and our search engine optimization team.
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