Search Engine Marketing

Search Engine Optimization

Over seven billion searches are performed each month on search engines like Google, Yahoo!, MSN and others. Each search is a consumer seeking out a product or information that is important to them at that time. For an advertiser, you want to make sure that your website is at the top of those search results any time someone is looking for what you offer. That is where search engine optimization (SEO) comes into play.

Top Search Providers

Search Provider Searches (000) Percent of All
Google 3,906,877 52.7%
Yahoo 1,496,137 20.2%
MSN 985,706 13.3%
AOL 404,036 5.5%
Ask.com 152,268 2.1%

Source: Nielsen//NetRatings, June 2007

Over 80% of all users only look at the first page of results for any given search, so it is imperative that a site appear if it wishes to garner any traffic via search engines. An SEO program allows a site to acquire a much higher search ranking than would be possible without any optimization. A productive SEO program includes research, optimization, submission, tracking, reporting and scheduled updates.

Our proven campaigns center on determining the most critical search terms and optimizing from the beginning of the creative process through the final submission to the engines.

The process can be summed up in Fuel Interactive's Ten Steps to Great Search Rankings.

  1. Develop Great Content

    Content is king with search engines. To rank highly under any term, a site must have a sufficient amount of relevant content about the subject. It is not enough to have keywords, the content must match the keywords. For instance, if you are promoting real estate marketing, a site must have a great deal of valuable content about real estate marketing.

  2. Program in Clean Code that is Easy for the Robots/Spiders to Scan

    Clean code means a search engine's spiders and robots can easily enter and evaluate the site. The easier it can be indexed, the faster a good site can rise.

  3. Develop a Strong Network of Sites Linking In to Your Site

    Google became the most successful search engine ever by determining that the value of a site is derived not by just the content and outbound links. The value of the site is based on who links to a site and the value of those sites.

  4. Properly Design Pages Using a Clear Design Architecture

    A site that has a clear flow of information on each page will rank higher than a site with content in no clear order. This refers to the effective use of headlines, subheads and clear body copy.

  5. Implement Unique Page Titles and Descriptions for Each Page

    Page titles and descriptions are a tried and true way to rank highly. Each page should have a clear, conversational, title and relevant description. As a rule of thumb, the title should be no more than 100 characters and description no more than 250 characters.

  6. Provide Relevant Keywords for Each Page

    Keywords are the first step for a search engine to evaluate a site, but they must be relevant to the content on that page. Keyword stuffing, the process of adding a lot of keywords that are not relevant negatively affects search rankings. Typically the first 250 characters of keywords are reviewed, but up to 900 characters is acceptable.

  7. Ensure that Your Site is Well Linked Internally (deep-linking)

    Text links are a great way to lead a search engine's robots and spiders through the site. If a keyword is relevant to another section of the site, it should be linked to that section.

  8. Provide Descriptive Names and Alt Text for Photos

    Search engines don't just search for text, naming photos intuitively and providing alt text will help a search engine get a full 360o view of a site.

  9. Implement an Efficient Site Map

    Providing a sitemap that is easily indexed will help search engines quickly scan a site.

  10. 1001 Other Items

    Search engines look for an untold number of characteristics when indexing a site including when it was last updated, traffic, hosting and much more when determining the final rank of a site. While these variables are important, the most valuable is always derived by having great content.

Pay-For-Performance

Fuel Interactive has the ability to offer a managed pay-for-performance solution to clients utilizing technology that allows us to easily manage and deploy broad cost-per-click keyword campaigns across all of the major search engines where opportunity exists. In today's competitive search engine marketing landscape, organizations need the ability to quickly measure marketing ROI without having to painstakingly merge cost and sales data from multiple sources. To increase both search marketing effectiveness and efficiency, we can automate and fully manage the keyword bidding process based on defined sales, costs, or combined ROI metrics.

We offer one solution for automating search marketing success:

  • All your search engines
  • All your keywords
  • All your bids
  • All your campaigns
  • All your reports
  • All your results
  • All your success
  • All in ONE

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