A recent study from SLI Systems asked 319 respondents about the importance of various technologies and tactics in terms of their effect on ecommerce strategy.
While the sample for the study was not necessarily large, it tended to support many preconceived ideas about which web technologies and techniques are the most effective for online retailers. Search engine marketing and optimization, which embodies both SEO and pay-per-click efforts, were clearly the most important marketing tools in the survey respondents’ opinion, garnering a vote of “Very Important” from 70 percent of those asked.
Email marketing was also an important tactic, a finding which parallels results from a recent Practical eCommerce study.
Source - practicalecommerce.com
posted by SEO Expert
@ 3:44 AM
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Cannibalize: It's a Don't
Cannibalization can occur when your SEO and PPC activities compete against each other and/or one (usually paid search) is unnecessary or even wasteful due to the success of the other.
It can take place in any of the following scenarios:
* You Already Have a High Organic Ranking
If you have a high organic ranking for your key search terms, you may not want to bid on those terms in paid search, as you may end up diverting potentially "free" (organic) traffic to get users to click on your sponsored search ads (that you pay for).
Keep in mind, it's highly unlikely for a site to obtain a strong organic ranking on every keyword phrase relevant to its audience. So paid search would likely still be important to support your organic efforts and gain presence on the more elusive keywords.
* Your Company and Web Site Has Strong Brand Awareness
If your brand is well known, your audience will probably easily find your Web site without the help of paid search. Your Web site is likely already coming up at the top in the organic listings due to high link value, and many people will go directly to your Web site. In these cases, it may not make sense to "pay" for your brand name or variations of it through paid search.
That said, just because your brand awareness is high, doesn't mean everyone will automatically search for your brand. They might think first of the type of product or service they need and search for that instead (e.g. "iPod") versus your brand or company name (e.g. Apple).
* Your Organic Listing and PPC Ads Are Similar
If your organic listings are identical or similar to your paid search listings, there may not be any added value in undertaking paid search. A key advantage to paid search is that you can control the content of your listing and the landing page you are pointing to. In the case that your organic listings are serving up the right message and page to your users, this advantage is no longer required.
When these three situations occur, you may want to think twice about employing paid search, or evaluate exactly how you will use it.
However, before giving up on paid search too quickly, keep in mind that there are significant opportunities to create synergy with your paid search and organic search activities.
Synergize: It's a Do!
A brand could gain positive synergy from having both organic and paid search in the following scenarios:
* Brand defense. If your brand does not have a high organic position, you will want to be sure that you own the sponsored search SOV whenever your brand name is searched for, and potentially when your key competitor names are entered.
* Enhance your presence. Because you don't have much control over the description on your organic listing, having PPC can ensure that the message you want your audience to see is being delivered.
* Ensure landing page control. When your organic listings are driving to obscure or less than desirable pages, paid search enables you to exert control over which page on your site you drive your audience into based on the keyword.
* Combat negative PR. If your company or industry is subject to negative press, you want to make sure your message is seen first. If you don't have a high organic ranking, paid search can be used to make sure your site is listed above the negative ones, ensuring your audience hears about the benefits of your products and services first.
There are many considerations when deciding whether to employ one or both paid search activities. Ultimately, if SEO and paid search activities are planned strategically, it will exponentially benefit your campaign.
Source -clickz.com
Cannibalization can occur when your SEO and PPC activities compete against each other and/or one (usually paid search) is unnecessary or even wasteful due to the success of the other.
It can take place in any of the following scenarios:
* You Already Have a High Organic Ranking
If you have a high organic ranking for your key search terms, you may not want to bid on those terms in paid search, as you may end up diverting potentially "free" (organic) traffic to get users to click on your sponsored search ads (that you pay for).
Keep in mind, it's highly unlikely for a site to obtain a strong organic ranking on every keyword phrase relevant to its audience. So paid search would likely still be important to support your organic efforts and gain presence on the more elusive keywords.
* Your Company and Web Site Has Strong Brand Awareness
If your brand is well known, your audience will probably easily find your Web site without the help of paid search. Your Web site is likely already coming up at the top in the organic listings due to high link value, and many people will go directly to your Web site. In these cases, it may not make sense to "pay" for your brand name or variations of it through paid search.
That said, just because your brand awareness is high, doesn't mean everyone will automatically search for your brand. They might think first of the type of product or service they need and search for that instead (e.g. "iPod") versus your brand or company name (e.g. Apple).
* Your Organic Listing and PPC Ads Are Similar
If your organic listings are identical or similar to your paid search listings, there may not be any added value in undertaking paid search. A key advantage to paid search is that you can control the content of your listing and the landing page you are pointing to. In the case that your organic listings are serving up the right message and page to your users, this advantage is no longer required.
When these three situations occur, you may want to think twice about employing paid search, or evaluate exactly how you will use it.
However, before giving up on paid search too quickly, keep in mind that there are significant opportunities to create synergy with your paid search and organic search activities.
Synergize: It's a Do!
A brand could gain positive synergy from having both organic and paid search in the following scenarios:
* Brand defense. If your brand does not have a high organic position, you will want to be sure that you own the sponsored search SOV whenever your brand name is searched for, and potentially when your key competitor names are entered.
* Enhance your presence. Because you don't have much control over the description on your organic listing, having PPC can ensure that the message you want your audience to see is being delivered.
* Ensure landing page control. When your organic listings are driving to obscure or less than desirable pages, paid search enables you to exert control over which page on your site you drive your audience into based on the keyword.
* Combat negative PR. If your company or industry is subject to negative press, you want to make sure your message is seen first. If you don't have a high organic ranking, paid search can be used to make sure your site is listed above the negative ones, ensuring your audience hears about the benefits of your products and services first.
There are many considerations when deciding whether to employ one or both paid search activities. Ultimately, if SEO and paid search activities are planned strategically, it will exponentially benefit your campaign.
Source -clickz.com
Labels: Cannibalization, ppc, seo
posted by SEO Expert
@ 3:45 AM
permanent link | |