In order to generate Google traffic and top ranking, SEM agencies must be data-driven to to succeed at digital search and build traffic for clients. Long gone are the days of jamming keywords into content, trading links with every site under the sun and building banner ads.
Search engine marketing has changed and now requires a systematic approach of building links and a well thought-out marketing plan that is backed by analytics data, search engine optimization and content marketing strategies.
The marketing techniques that ranked web sites a year ago can now penalize a web site and drop them twenty pages deep on the search engine results pages. SEM services are data-driven and tested for company growth and our agency employs digital solutions for optimal organic SEO management.
Online advertising services through targeted SEM campaigns is about building authority for a web site and a business. Digital SEM services combine SEO, content marketing and social media web promotion campaigns to establish authority and digital rapport with future clients. Developing a reputation as a solution provider through solving search queries with focused and optimized (SEO) content that reach multiple marketing channels can establish a company as an industry leader and increase web visibility.
Search Engine Marketing
As an SEM agency, the majority of our SEM and SEO clients approach us after being victims of unscrupulous marketing agencies that not only damaged their brand… agencies destroyed the URL that their business was built with. In some cases, a web site was penalized so much that it was beyond repair. A new company URL and web site had to be created in order to establish a framework that could be marketed.
At Crevand we are an SEM agency that understands the importance of your domain name, integrity of your business and see it as part of the foundation that your business or company was constructed on.
A business domain name must be protected at all times from being hit with penalties. As many SEM agencies focus highly on a businesses short term social media or search engine ranking, we look at sustained SEM and SEO management through white-hat techniques that build and protect a company.
Most marketing agencies focus on keyword ranking as a measurement of success for a search engine marketing campaign. Business owners are flooded with emails from SEO and SEM agencies claiming a first page ranking in Google or top placement for a low, one-time fee. At Crevand we pay close attention to the search engine rankings of our clients but it is one of many different factors that can show a positive trend within a targeted SEM campaign. But traffic that can be converted into a customer is a far more meaningful measurement.
There is more to search engine marketing than top placement for a specific search term. I would bet that the majority of businesses are spending marketing dollars trying to position themselves for keywords that have very little return on investment. Part of the reason for this is that the keywords believed to generate revenue do not convert to sales. The most important part of an SEM campaign is determining which phrases to market and which terms reach an ideal consumer base.
The algorithms that return results for search queries continually change in order to provide better results. Ranking penalties are now applied to sites that over-optimize for a specific keyword. Sites that are rewarded are those that use multiple words or phrases within a market and discuss concepts within or surrounding a keyword.
If written and constructed correctly, one page of content should be able to show up for multiple searches queries surrounding a particular topic. With SEO, our goal is to provide better content to site visitors, allow search engines to quickly understand a subset of phrases content is focused on and allow for site traffic through multiple search queries.
Understanding analytics and search engine metrics is what allows us to make educated decisions about a marketing campaign. What data is really valuable? We can look at ranking position, social media ‘Likes’, or site traffic but at the end of the day, conversions are what actually matters. The purpose of marketing a web site is to create leads or increase sales. Any other measurement outside of these two objectives may be noteworthy but not a signifier of reaching a campaigns ultimate goals.
Data reduces the emotional attachment to a marketing campaign. Many clients initially approach us wanting to rank for a specific keyword believing it generates conversions. Maybe the keyword phrase is based on the desire to top a competitor or maybe it is a word commonly used in a business marketplace. However, beating a competitor is not the goal of a campaign.
More often than not, competitors are marketing the wrong way and following the heard can return poor results. Ranking for a phrase your industry uses rather than the keywords potential clients are using to search is a common error that search data can uncover. The proof of a successful campaign are measurements of the results and not determined by secondary factors.
Analytics don’t just show us results of our marketing campaigns… analytics drives our campaigns.
As experts in search engine marketing, we combine marketing strategies and SEM campaigns designed to convert traffic. The first phase of any SEM campaign is to complete a site analysis or audit. Search engines make look at specific site attributes and they view a web site entirely different than what a person. The biggest issue with sites ranking is poor on-page optimization and site structure. As a data-driven SEM agency we make campaign decisions based on research, our own analysis algorithm and testing.
SEM campaigns boost targeted traffic and deliver revenue increases with our clients. Search engines love well-written and original content, text with value and that is delivered in a semantic structure that Google can read.
Agency SEM involves analyzing how content on a web page is organized and structured. SEO is an integral part of any company SEM strategy focused on acquiring digital traffic from Google. More often than not, site content just reiterates the same ideas and thoughts as that of competitors. A solid SEM campaign involves creating original content that will rank high, sell a business and then use digital marketing to generate web page traffic.
One of the key aspects to search engine marketing is looking at user experience (UX). Companies providing engaging content keep visitors on a web site longer and reduce the bounce rate. Let’s look at this scenario:
A visitor finds your site ranked high on a search engine so they click to visit your web site. If they immediately return to the search engine it is a clear sign that your web site did not fulfill the search query. Not every visitor is going to love what you have to offer and every site has bounces. But if the bounce rate is high, it tells search engines that a web page should not be ranking for that keyword. Keeping people on a web site and providing a lot of content that delivers information or solutions reduces bounce rates.
Web sites that incorporate multiple forms of media on a page can reduce bounce rate. Agency data on digital traffic driven from Google has shown that a video or graphic heavy web pages can hold attention far easier than text alone.
A web site is not the only online marketing tool we implement into an SEM campaign. Search engine traffic typically goes to a web site but in many cases, properly optimized social media profiles can rank for phrases that generate traffic as well.
In many cases, social sites can boost SEO and SEM by providing more relevant and supporting content for building a business entity. Many SEM agencies are fighting for a limited number of available ranking positions on a search engine results page. If a business can occupy several of those positions it not only increases traffic but, more importantly, it occupies a slot a competitor would otherwise occupy.
A good SEM agency can provide multiple digital listings of the same business in search results to brand a business and build credibility. “Clearly it is a good business if Google returns several results for the same business.” Multiple listings provides the perception that a business is bigger and more in touch with a market.
SEM Agency FAQ
The job of an SEO agency is to increase web site traffic and conversions through online marketing initiatives and strategies that send targeted web users to a web page. SEM can consist of SEO, social media marketing, paid marketing, outreach, content marketing and PPC. Targeted traffic from powerful SEM campaigns result in increased business revenue.
Finding the best SEM agency is as simple as looking at the top ranking agencies that Google returns in a search. Contact the agency and ask them what data they use to make decisions within an SEM campaign. Look for the agency that is date-driven and goes far beyond just Google analytics and PPC information.
Very simply, an increase in revenue. While a lot of agencies can promise increases in vanity metrics like Facebook likes, traffic, or more impressions, we look at the most important factor in marketing. Does the campaign generate revenue growth?