Furthermore, brands need to understand the search behaviours of their target audience well, to be able to unite their queries with information about the brand in a timely manner. Website optimisation cannot be a one-off affair if brands want to continuously ensure their visibility within the top few search results. Search marketing helps to ensure that the people who are looking for your product or service actually find you.
As Kevin Ryan, CEO of Motiviti Marketing, says, “Getting found is at the core of every new customer relationship.”
Increasingly, brands are realising the need to create a solid website architecture that has a good balance of being easily indexed by search engines while also being user-friendly both on a computer as well as on smaller screens such as a mobile phone. There is an enormous sales potential for brands to capitalise on if they can connect with consumers when the latter are actively seeking out advice with an open mind, be it through the specific pages they visit on a site or in the form of a search query.
However, optimising websites for search engines and complementing it with a suitable search engine advertising campaign is easier said than done. Many marketers lack the requisite skills needed to construct a comprehensive, strategic search campaign since methods used to optimise search results stem from research, experience and keeping up with the latest developments. Ryan shares, “Technologies are evolving so quickly that staying ahead of the curve is a full-time job. Companies that don’t take full advantage of the tools available to them will get left behind.”
Ryan will be addressing these issues and more in a workshop held in Singapore and Hong Kong in August this year. Some key workshop highlights include exploring the key tactics for search engine optimization today, establishing the foundations for a search advertising campaign, mining search data for applicable intelligence, influencing your brand perception by managing both positive and negative brand endorsements and learning how to overcome internal hurdles to SEM adoption.
# # #
Pacific Conferences (www.conferences.com.sg)