Search marketing

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Integrate it with other media – for example TV driving search queries for your brand or search driving views of your TV ad on youTube. The key is that search should be at the heart of your marketing strategy. Not only is it an exciting, evolving medium to work in, but it’s the only one that can deliver the three R’s - and what’s more it’s all directly measurable. Brian Clifton Head of Web Analytics EMEA, Google 56 IAB Handbook: The latest in search marketing Glossary Affiliate marketing: an affiliate (a web site owner or publisher), displays an advertisement (such as a banner or link) on its site for a merchant (the brand or advertiser).

Don’t just grab people’s attention with this image, find something that summarises the content of the page! Multi-channel search has been driven into the market place in the last 18 months making for exciting times for search marketers. Over and above this shift, the adoption of ‘social search’, as it is generally known, has increased momentum in 2006 into 2007. The shift of power to the consumer is plain to see, and this gives a voice and opinion to more online users. Sites such as Digg, Myspace, YouTube and Facebook are all well know brands in this area.

Successfully converting international visitors through search also means optimising your website and content to obtain the best conversion rates and ROI. Research (Hofstede 1994, Oban 2007) has shown that each culture responds differently to content and design and so to get optimum results both design and content should be designed and written from scratch. For example the French are 300% more likely to convert on copy written and designed specifically for them rather than a localised translation.

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