Search Engine Marketing and Search Engine Optimization

With more than 80% (research conducted by Harris Interactive) of all web users first turning to search engines to locate products, services and information of interest to them, conducting search engine marketing and search engine optimization is an essential element in establishing and raising the awareness of any brand.

Further emphasizing the importance of search engines, a DoubleClick study reported that 41% of web users find brands via a search engine rather than typing a URL directly into their browser.

There are distinct yet complementary paths to raising awareness through search engines, including:

Natural, "organic," or non-paid search engine marketing and optimization
Paid placement which comes in many forms ranging from online advertising to PPC (pay per click) arrangements to link development with directories and relevant websites
Online advertising using video, flash and traditional banners

At Persuasive Brands® we leverage the appropriate approaches based upon your business goals. Importantly, our services begin with a thorough understanding of your offerings and your marketing objectives. Once documented and well understood both internally and externally, we leverage the following framework:

Seven Steps to Branding via Search Engines

Conduct a competitive analysis, reviewing the offerings and positioning of all players in the segment
Benchmark your current site by key metrics that drive your business
Identify and develop a unique and defendable position for your offerings and brand
Collect data to identify crucial and underleveraged keyword opportunities
Author original and unique content targeting the selected keywords, update existing webpage content and re-write meta tags
Identify, recommend and manage directory listings and related-site links
Measure ROI and conduct ongoing monitoring of results by keyword by search engine

We support the above process with analytics and technology - ensuring the job is done with precision and with exactly the amount of support from your team as you desire.