Pardon the interruption, but do you mind if I take a second
of your time to tell you about an exciting new product that will change your
life? Now I know what you are thinking…I am here to do coursework, not to be
marketed too. My apologies, I should not have interrupted your studies, I will
try again when hopefully the timing is more convenient for you.
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| Photo credit: marketoonist.com |
Sound familiar? Almost every form of marketing revolves
around an attempt to find what your target audience is paying attention to and
attempt to distract that attention towards your messaging. Search engine
marketing, however, is one of the few opportunities marketers have to put their
message in front of an audience that is not only interested, but also asking
for more information. If I work for a company that sells ceiling fans, I could spend
a lot of money to take out an ad in a home improvement magazine and hope for
the best, but I would much rather have the people interested in ceiling fans
come find me for free! For some, this is why a successful search engine
marketing strategy is the Holy Grail for online marketers. “Unlike nontargeted,
interruption-based advertising, the information that appears in search engines
after you've types in a phrase is content you actually wanted to see. You’re
actually looking for it. This should be a marketer’s dream come true” (Scott,
2013).
Search engine optimization is the art of improving your web
presence to capitalize on search engine algorithms so your content ranks as
high as possible in an organic search. Although many factor’s attribute to this
formula, Scott explains one of the most important factors is content. “I am
convinced that the single best thing you can do to improve your search engine
marketing is to focus on building great content for your buyers” (Scott, 2013).
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| Photo credit: lighthouseinsights.in |
For this week’s discussion, please pick a
company/organization that you feel has strong web content. For the first
section of your post, please deliberate on the content. Consider questions
like: What is the organization and how are they sharing their content? How
often do they update or provide new content? How does the content relate to
their target audience?
For the second part of your response, use a search engine to
look up words or phrases related to the organization. Discuss how the content
performed in your search results?
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| Photo credit: localmediasolution.net |
Scott, D.M. (2013). The new rules of marketing and PR: How to use social media, blogs, news releases, online video, & viral marketing to reach buyers directly. Hoboken, N.J: John Wiley & Sons
