Given the state of the economy, optimizing marketing strategies and utilizing tools that provide more bang-for-the-buck are essential. Search Engine Optimization (SEO) and Search Engine Marketing (SEM) is all about demand generation; causing more people to see you, and to volunteer their information in exchange for something of value, or purchase something directly.
In either case, the role of Microsites and targeted, focused landing pages (which could be multiple pages in reality), play an important role in both SEO and SEM strategies. See our page on the Microsite scene. We've also looked at how content needs to be relevant for your visitors. It's also how you include your keywords within that content, and achieving the right keyword density for your page overall (in headers, page title, bolded text, links, etc).
A 2007 study showed that when Vendors were asked whether they found their customers or their customers found them, a majority said they found their customers. When the customers were asked, 80% of them said they found their vendors. So the question becomes, are you getting found? If you're not getting found, who is? Your competitors are winning.
The good news is, you can turn that around. There is both an art and a science to search engine optimization and search engine marketing, and this month we've provided links and information that will make it easy to find the resources you need to help you think about your Search Engine Optimization and marketing strategies.
Check out the links and resources. Pursue ideas that will improve the results you've been getting, or use the information to validate what you're doing. One thing that has become clear: done correctly, SEO/SEM can be a very cost-effective strategy that can make a big difference in your demand generation activities.
(NOTE: if you have a question, or would like to discuss SEO topics, post a discussion within the B2B Online Marketing Group at LinkedIn by clicking on "Join The Conversation" from the vertical nav on any page).
Enjoy!
