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Why is Search Engine Optimisation and Pay Per Click advertising so important?
Today I’d like to take a look at a few of the reasons why Search Engine Marketing is proving so vital for businesses across the world. Incorporating the likes of Paid Search (otherwise know as PPC) and Search Engine Optimisation (SEO), it is a varied sector that requires a fair degree of expertise to properly master.
Search engines are a funnel for Internet traffic, which makes them an obvious place for marketers to target. Here are just a few of the reasons why search engine marketing services are considered to be so important to modern businesses:
If you have a business and are serious about getting the maximum exposure possible then you cannot overlook the power of the search engines.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.