Natural search: The unexploited strategy

Let’s be honest, it’s easier to buy a listing than earn it. However natural search is crucial to the success of your online brand presence.

In a nutshell, natural or organic search is a process by which web users enter websites using the unpaid search listings as opposed to the Pay per Click (PPC) advertisement listings. The science of SEO - Search Engine Optimisation - is concerned with ensuring maximum visibility of a website by making it appear more frequently and more prominently in organic search results.

Often overlooked, ranking highly in natural search listings establishes long-term site visibility, creates visits that convert to sales and is often the most efficient and cost effective way of getting people to your site. However PPC search advertising has won the minds of many online marketers through its predictability, ease of control and measurable results. Natural search on the other hand, is much less predictable, requires a long term investment and takes time to deliver the results. But when your natural search delivers, it really delivers; natural SEM is always worth a second look.

Every time someone logs onto a major search engine and looks for the services or products that you offer, there are two possible outcomes: they find you or they find one of your competitors. Some may access your site through an advert, others through natural search. So, what ever happens, whichever way they click through, your business needs to be there.

Through effective PPC and Natural Search you double your chances. Both are highly effective on their own but together make a powerful partnership. With PPC you can get instant, noticeable results that provide you with an element of control throughout the campaign. Couple that with effective natural search and you have constant visibility across a range of keywords, delivering results far longer than a campaign and creating a long-term presence for your online brand.

To run effective Natural Search campaigns the devil is the detail. To ensure success, natural search cannot operate in isolation. It has to have synergy with all other brand and marketing efforts. At e-inbusiness we devise Search Engine Marketing strategies based around a clients’ brand, including: the SEO mix, online and offline marketing, link-building, affiliates and social media.

Effective search marketing is not rocket science; many people understand it and understand what needs to be done. However the real art is the ongoing management of, and ability to, continually optimise your search strategies to deliver long term ROI.

To find out more about how you can exploit SEM to its full potential, talk to a member of our eMarketing team today on 0845 863 0520.