If you haven’t noticed, traditional forms of advertising like newspaper ads, yellow-page-ads, and direct mail are slowly dying. Organizations nationwide are shifting their budgets towards social media and online marketing at the expense of these more traditional forms of advertising.
With more and more people using the Internet daily, companies are finding online marketing vehicles that are very effective, and in many instances, less expensive.
At the heart of most organization’s online campaign is their corporate website, with one or more landing pages that they promote to showcase their main products and services.
The ultimate success of this Online Corporate Center is determined by the quality and quantity of online traffic (buying prospects) that visit the site to look around to learn how the company can help them. Incorporating the right ‘Money keywords’ throughout the website can drive high quality buyers to your sales pages automatically, because high quality prospects use the same keywords to look for products or services they need. They type the same ‘Money Keywords’ into search engines to find products or services they are prepared to buy soon.
Web 2.0 technologies and the social media movement now allow companies to reach out and speak up about what they have to offer, and to talk about how good their people are to drive traffic to their websites. These methods of promotion are effective, but require a lot of work from staff members who must continually post fresh content in the form of articles, blog posts, videos, podcasts, directory listings, whitepapers, etc.
Online banner (display) ads, and Pay Per Click (PPC) (text) ads, are used by companies that have online advertising budgets to reach out and drive traffic to their websites. Banner ads are paid for on a cost per thousand impressions (CPM) basis. Good banner ads will have a higher click through rate (CTR) than text ads.
PPC advertising, on the other hand, has become a tricky game of skill with words, where landing page “Quality Scores” (that are calculated by the search engines like Google) fluctuate daily like commodities, and poor quality scores can send costs per click (CPC) rates that were a dime yesterday to several dollars or more today.
Websites that are optimized for search engines with the right money keywords (incorporated into the site copy and code in the right manner) will automatically attract the attention of quality prospects that are ready to buy when they enter the buying keywords into a search engine. Money keywords are not broad search terms like ‘football’ that would be impossible to rank high for on page one of Google’s search engine results page (SERP). Instead, a money keyword might look more like ‘Penn State College Football Jerseys’ which you sell, and when keyed in to a search engine, leads the buyer directly to your website. These more descriptive 'niche' keywords are called ‘long-tail keyword phrases’.
The organic search results (listings that are not paid for as ‘Sponsored Links’) allow for only about 10-12 listings per page. Therefore, if you want one of those top spots on page one in the SERP, you must optimize your website landing pages ASAP for those ‘money keywords’. Do it soon, before your competitors beat you to it, and bump your listing back into SERP pages that are rarely seen by those anxious to buy.
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