The success of search engine marketing is rising faster than ever before as more people turn to the internet to bag a bargain and avoid the stresses of high street shopping. This success is deeply rooted in the way the internet has developed over the last forty years and how the 1.5 billion users have shaped this formidable entity.

The search engine giant Google has so far indexed a whopping trillion unique pages on the internet, and that number apparently rises by billions a day. Many of these new pages are from companies that want to promote products and services; an industry that is worth 9.4 trillion GBP. Ecommerce certainly is big business, and search engine marketing is the way companies try to stay ahead of their competitors.

Search engine marketing works by increasing the visibility of a website in listings of search engine results pages such as Google and Yahoo. There are a number of methods that are employed to optimise a site for maximum visibility including web friendly design and content, and the implementation of a paid advertising campaign.

The competition in the industry is much tougher than the competition between competitors on the high street. Online companies have to vie for trade in a much different way to physical companies. Attracting trade used to rely on location and pricing, and many retailers would compromise by accepting a less than favourable location if it meant they were able to offer the same product as a rival at a cheaper price.

Online sales rely on page ranking as well as being able to offer a competitively priced service or product; but the major snag is that if you are a company that can offer something at an exceptionally cheap rate, you won’t be able to compete with rivals unless a search engine marketing strategy is implemented. It is said that many people who shop online are most likely to buy the product they are looking for from a first page listing rather than trawl the rest of the net.

In conventional shopping arenas, once a customer was through the door, it is quite likely a purchase would be made through the patter delivered by a salesperson and the logistics involved in finding another place that offers something similar. Online the next shop is only a click away, so search engine marketing needs to be able to capture a customer and make a sale; and the best way to do that is to be above the competitor in page listings. There is a potential 1.5 billion sales riding on it.

Dom Donaldson is a marketing expert. Find out more about Search Engine Marketing and the packages on offer today from Accolade Corporate Events.

Article Source: ArticleSpan

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