A 3-Step Recipe for Better Search Marketing Results

Better Search Marketing

Launching a search marketing campaign without first preparing your site is like inviting guests for dinner and serving them empty plates. Follow these three easy steps before information-hungry visitors come to your site:

Brand scan. Starting with the Home page, scrutinize your site closely, paying extra attention to the details. Is it obvious what you do—and for whom? Does your value proposition sing? Are branding elements, such as logo, fonts, color palette and page layout/template consistent throughout?

• Tip:  Ensure that brand differentiators—those things you do better, faster or cheaper than competitors—are easily seen, along with contact information and a call to action. After inviting visitors in, you must give them lots of reasons to stay—and ways to contact you.

Mind your meta. A search engine’s main purpose is to return the most user-relevant results possible. One way engines determine relevance is by checking web page titles and description tags.

• Tip: Make sure each page has a unique title and description tag, optimized for proper length and containing known customer search terms. Duplicating titles and/or descriptions confuses search engines and lowers your ranking. Best practice targets: Title: 60-65 characters long, no words repeated; Description Tag: 120-125 characters, no word repeated more than twice.

Collaborate and cogitate. The allure of search marketing is how quickly it can produce results.  PPC and SEO aren’t magic bullets but rather two of many integrated tactics that combine to support your overall sales and marketing effort.

• Tip: Understand sales programs’ strategic goals and objectives. Align your search marketing initiative accordingly to ensure optimal support and brand-message consistency.

Visit this blog regularly for bite-sized tidbits of actionable search marketing advice.

​Virtual Real Estate Transaction Coordinator