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Search Identity: Marketing Relevance Core #2

How do people search for you if they don’t know who you are, yet are looking to buy something you sell? Personal referrals are one thing, but new business from someone that does not know your company is a whole other ballgame.

You first need to be seen; then once they find you, you capture them with your visual and written content so they ‘listen’ to what you have to say. Marketing Relevance thinks like a search engine, employing strategic optimization and paid advertising methods aimed at driving quality traffic to your site.

Search Engine Optimization (SEO)

The most common term that everyone thinks of when they hear the word ‘search’ is Search Engine Optimization. But what exactly is that? Search Engine Optimization, or SEO, is a set of tactics that can be deployed on websites and blogs so that the content and overall site is more appealing to search engines in the hopes of improving the amount of traffic from the search engines. It’s also a great way to increase the quality of your website by making it user-friendly, faster and/or easier to navigate. You can also consider it as a framework, as the whole process has a number of guidelines, stages and a set of controls.

Today, SEO is more important than ever as search engines serve millions of users per day. However, it’s not only about search engines, good SEO practices can help improve the user experience and usability of a web site which in turn can help your site better convert visitors.


Highland Homes increased organic traffic 400%

Over the last 5 years our SEO strategy has been applied to our client’s site, generating over 600,000 organic visits and an average year-over-year growth of 77%. The strategy focuses on creating quality content and link building that centers on highly relevant keywords to help position them as an authority in the homebuilding industry. Traffic is driven directly to the website with the purpose of capturing leads to convert into home buyers.


Search Engine Marketing (SEM)

The other major online marketing method is SEM, or Search Engine Marketing. This is the process of gaining website traffic by purchasing ads on search engines. Using SEO and SEM in a comprehensive optimization objective is a very smart decision. Both center on key words and their main goal is to drive traffic to your site.

SEO can be very effective for driving traffic, but will take some time to see results when continuously adjusting your keywords. Although you should start to see some results in a couple weeks or a few months once you begin an SEO strategy, it often takes several months or longer for SEO to generate significant levels of traffic. On the other hand, SEM can get you fast results. It’s not free, but it can help you drive ample amounts of traffic to your site while you’re waiting for the results of your SEO campaign to kick in.

Today, 81% of shoppers conduct online research before making a purchase, with 60% of them starting their investigation with a search engine before heading directly to your website. This statistic alone shows how important it is to make sure your company is served up to the customer as often as possible through organic means of SEO and paid means of SEM.


Online Reputation Management (ORM)

Now that you know how Marketing Relevance can help you get visibility on the search engines, what will people see about your company once they find you?


93% of shoppers state that reviews are the most important factor in their purchasing decision

What this actually says is that your reputation does matter! When was the last time you ‘Googled’ your company? Did you like what you saw?


Marketing Relevance will monitor online communication about you and apply appropriate tactics to maintain your positive online reputation, creating an open and inviting environment for engagement. If you have not done a brand search for your name, do it now. Then let us know what you found and if you liked what you saw. We’re ready to help you address any concerns and turn your online reputation around.

Contact us today for help with optimizing your site (SEO), paid search (SEM) and/or reputation management. Call us at 847-259-7312 or visit our website.