Three Mistakes Search Engine Marketing People Make

On the most basic level, search engine marketing is all about increasing a website’s visibility on search engines and wherever else it makes sense for it to be seen online. The aim of search engine marketing in increasing a website’s visibility is to attract and to pull in traffic to the website. That is because in creating volumes of traffic to a website, the website can bring its products to a larger audience and then generate sales. If traffic can be converted into sales, then it can be seen that the website’s search engine marketing strategies are working.

But what if traffic is not being converted into sales? What if traffic is not being driven to the website? Then it means that there is something wrong with the website’s search engine marketing campaign. Recently, Mike Moran made an enlightening post on the Yahoo! Search Marketing blog about the three biggest mistakes that search engine marketing practitioners commit when working on their campaigns. These three mistakes involve looking at search engine rankings, looking at website traffic reports, and at the kind of product information that is placed on the website.

Too much focus on rankings. There are some search marketers that put too much focus on the placement of their ads or websites on search engine rankings. Naturally, it is understandable to want the number one spot in a search engine results page because most Internet users click first on the link listed at the top. However, recent trends in search engine marketing show that search engine rank is giving in more and more to relevance. A website must have more relevance in connection to a given set of keywords to be able to attain traffic.

Too much focus on traffic. Whilst the presence of a healthy traffic to a website is very important in search engine marketing, the bigger question is whether or not this traffic is getting converted into actual sales. It is desirable for any store to have a lot of lookers coming in to see its goods, but it is more desirable to have these lookers come and buy the goods. If traffic cannot translate to actual sales, especially if the search engine marketing campaign involves pay-per-click advertising, then it is a losing investment. One way to solve this is to target better keywords in the campaign.

Giving the wrong kind of product information. There are also a lot of search engine marketing practitioners that gloss over the fact that people who visit a particular website are already aware that they need the product that the website is selling. What is needed in a situation like this is a clincher that will make these visitors bite and actually buy the product being offered on the website. This is done by providing the answer or the solution to the problem that visitors had in mind, which was the very reason they came to the website to look at its products in the first place. Many websites focus too much on the merits of their products but not on the merits of the solutions they hold for their customers.

Search engine marketing may hold visibility and generating traffic with great value, but if this visibility and traffic does not translate to actual sales, then the search engine marketing campaign is a failure.

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