Search Engine Marketing: What’s New for 2007?

Getting organic and paid search results on the same page, figuring out various keyword phrases and linking paid search to the call center are among the newer advancements in search marketing. And a recent whitepaper by search agency Fathom Online, offers these and other latest tips in search marketing.

* Get organic and paid results on the same page. While research has shown that consumers tend to trust organic search results more than paid search results, they’re also much more likely to click on either if both results are in proximity to one another. “That’s because they inherently trust the fact that a listing in both places must mean it’s worthwhile,” Fathom Online officials write.

* Discover all keyword permutations for paid search, then test. A Google search for the words “buying a new car” and “new car buying” produces identical first page organic search results. But each of those phrases is a separate opportunity to reach consumers through paid search. While software can help create a list of potential keywords, human experience and judgment often is required to see which words work best for you, the whitepaper’s authors point out. Find all the keyword phrases, then continuously test, track and adjust the words you use.

* Link paid search to your call center. Paid search algorithms are now sophisticated enough to allow you to tell the difference between browsers and buyers, as well as high-value customers and low-value customers. Take advantage of this and serve up a phone number in the paid search results for high-value buyers, Fathom Online officials write. To track this more closely, use a unique phone number in these listings so you know how many calls paid search has generated.

For a copy of Fathom Online’s whitepaper, “What You Need to Know Today About Search Marketing,” visit fathomonline.com/white_paper.html