Search engine marketing strategies: Part II

1. Know your rankings:

Keep a check on your competitors. Build up a strategy to differentiate your business from theirs. Find out what keywords and phrases they use and decide whether you should use them or not. Know your rankings, particularly for your most important products, services or categories. Identify the pages that currently generate the most sales and work to get your potential customers to land there.

Search engine ranking

2. Determine your customers and their search methods:

Suppose, you get a lot of browsers from Google but they don’t buy, your search standings may probably be fair, but your site might be letting them down. Identify what pages generate the best conversion and which products sell best and then enhance your keyword list to make those pages easier to find.

Search standings

3.Utilize your strengths:

Utilize those keywords that emphasize the overall value of your offering, your selection, the knowledge you have about your product line and your expertise in the sector. Aim at differentiating yourself from your competitors by presenting your brand value, exceptional customer service, an easy return policy and product guarantees in your ad copy or within the search landing pages.

Search landing pages

4. Use Comparison Shopping Sites:

Comparison shopping sites make it easy to find the best price on desired products. Hence, consumers are using such sites more often. Their primary advantage to the merchant is that they bring you qualified, motivated buyers.

Comparison shopping sites

5. Make use of modern analytics tools:

Modern analytics tools help you to test your keywords, landing pages and written copy to see what works best. They also help you to fine-tune your site, your keyword list and your paid listings.Use all the tools at your disposal to identify where you need a boost, and work for continual improvement.