Online advertisers have realised that a more strategic approach is necessary for search engine marketing and that the vital components of online presence lie in a company's development of a holistic search strategy that encompasses all elements of sea

Published: 10 Nov 2005

Online advertisers have realised that a more strategic approach is necessary for search engine marketing and that the vital components of online presence lie in a company's development of a holistic search strategy that encompasses all elements of sea

"Getting and keeping a top ranking within all the various areas of the search results is the goal, and to do this you need to have a plan for your campaigns. Maximum coverage comes from reaching the broadest audience. Marketers looking to achieve this goal need three critical components of search engine marketing. The first is paid placement, which is the placement of ads above or around natural search results. Next is paid inclusion - the inclusion of paid results directly into the relevant natural search results via an XML feed. Finally, there's natural search engine optimization, using technology and consultative services that develop the highest natural search results for a given keyword or keyword phrase," says the report.

Referring to search planning, the report says owing as much "shelf space" as possible to create a multiplier effect on results for high conversion terms is one of key aspects.

"Both paid and algorithmic search are important strategic tactics as more search engines attempt to create additional revenue channels and PPC occupies a greater percentage of page real estate. Unlike going directly to one of the paid search engine services and purchasing keywords, SEO is a combination of understanding the goals, keywords, technology and relevancy of the content of the customer. SEO is complex and time-consuming, but it is also essential to most online marketers' overall strategy," it adds.

Further it adds that advertisers "must be careful to avoid duplicating the content in its exact text form as the search engines will deem duplicate or mirror content to be spam."

It continues as says: "The final component is paid placement, which is the most popular and the easiest to start. From the knowledge of search obtained by understanding your SEO tactics, you can translate some of that learning into your paid placement component. Though keyword lists are shared across the three components of search, the results often vary based on the tactic. Results may vary depending on the client, but it is important that marketers constantly analyze the paid placement portion of their campaigns. SEO is undoubtedly the most time-consuming form of search marketing, and the results take far longer to implement and enjoy than those of paid search listings."

Recently, Tim Frankcom, European head of Travel, Yahoo!/Kelkoo told eyefortravel.com that the most effective search engine strategies are the ones, which include all elements of the marketing mix.

"Keyword buying (SEM) through companies like Overture, listing your company's products on specialist search sites like Yahoo! Travel search and of course exploiting branded media and sponsorship opportunities to raise brand awareness. Relevant branded advertising around the travel search will reinforce your message whilst placing your brand front of mind when a customer is searching, compounding the impact that such advertising solutions offer in isolation," said Frankcom.

On how customers distinguish between search engines, meta-search engines and online intermediaries, Frankcom said, "Search engines provide an excellent starting point for consumers looking for travel online, but general search engines do not provide the necessary product-specific information for a customer to make a purchase decision, which is where meta-search engines and online intermediaries come in. Meta-search engines, like Yahoo! Travel Search offer the added advantage of enabling users to view details of travel offerings from multiple sites including airlines and online travel agents - all in one search - helping users to find the right product for them. Travel search companies therefore enable the advertiser to access the buyer further along their purchase journey."