Can SEO be a guarantee in terms of advertising?
Timing of our optimization campaigns can be determined through the purchasing habits of the consumer, but the message should have greatest impact when the consumer is deciding to buy. Here’s a clear example to it. A housewife may create her shopping list to decide what she needs for her grocery but she may opt to cut-off on some of the listed items on the very day that she has to do her grocery. From this, we can analyze that a decision to buy a particular item would be dependent to the buyers mood, the time that he/she may be of need of it and his/her budger. Our strategy therefore would be dependent on the average saleability of the product and should specifically state why it is needed as a necessity and not a product for a specific time period. From such, prospects can be highly engaged with the product that they are eyeing and therefore can be receptive to our message.
How Often Can SEO Sales Be Expected?
The thought on how consumer exposure to advertising works is dependent to the frequency and reach of the product that leaves a retention to the buyer and recency of the product. This method aims to expose the consumer right before the purchase decision. This calls for a continuous social media scheduling with low frequency and high reach. The reason that a continuous social media schedule is required is that it assert methods because it is not possible to predict when a consumer is ‘in the market’ for our product so we must advertise constantly and, therefore, increase the likelihood of a direct hit.
Which SEO method is appropriate for websites seeking such service?
This will depend on the media employed and the kind of product we are selling. If we are delivering direct text or photo message communications to consumers, the recency is more appropriate as the Ad. Redundant advertising of product without content or beneficial information to the consumer has a higher chance of irritation if frequently bombarded. Ads should benefit both the advertiser and consumer through context to improve receptivity of message (whether consciously or subconsciously.) In this case the more traditional method of social media and search engine planning can be implemented.
What do you want the Consumer to do?
Our strategy must tell us how the consumer should have changed as a result of receiving the products we are endorsing. This will manifest through requisition for sales contact that would likely increase awareness or a shift in brand perception. Changing attitudes will not generate sales but it is ideally suited to bridging the gap between branding and response. Although these two objectives have traditionally been tackled in isolation, Search Engine Optimization has the ability to raise awareness and elicit a direct response from consumers. SEO is an increasingly powerful feature of direct response for most website who need online campaigns.
One of the major social functions of SEO is to provide people on the move to remain embedded in their personal social networks and your website, thus the potential for our message to be passed on virally is high to an appropriate targeted demographic. Driving consumers to make a purchase online can be difficult for a number of reasons. A major obstacle is that there is payment mechanism and the actual incentives of the physical goods. A large proportion of premium rate billing revenue ends up in the pockets of wholesalers who are as well online retailers and a direct competitor operating on razor thin margins.
What should we Measure?
Whatever industry we are in we need criteria against which progress can be measured so that research and measurement can take place. For brand marketers, the most valuable thing you have is your brand, so don’t rely only on response rates – include search engine optimization and social media management in your brand tracking studies to determine its impact on recall, message association, awareness and intent to purchase. In my experience, SEO demonstrates much lower acquisition costs than print – up to 300% less in fact. And, promotional marketers will want to examine sales uplift, market share movements and compare the cost of consumer participation against traditional methods such as print, tv and radio ads.
Benchmarking is a crucial discipline that will help us understand what works and what doesn’t and what we can change to optimize future search engine and social media campaigns to maximize ROI. Continuity planning studies shows that short term advertising does not deliver effectively in terms of communication. It is necessary for it to be repeated until consumers believe and purchase it. This principle applies no less to search engine optimization, so as its necessity to provide an optimum length of time and frequency through effective communication through Social Media engagement and white hat SEO strategies to achieve salability and balanced against ROI.
It is tempting to assume that traditional advertising methods are still feasible but we encourage you to experiment and contemplate on search engine optimization as another medium source. From such, results from these measurements, we both can be plan ahead and integrate SEO/SMM marketing and advertising strategies with confidence.