Services

Web Search Marketing

Search engine marketing can be one of your most cost-effective sources of high quality leads... provided you do it right. Unfortunately, many B2B marketers have failed to master the technical aspects of this new medium. They pay high prices for generic keywords that produce poorly qualified leads. And they resist optimizing their websites for search engines because image and brand seem more important than usable, clearly written information.

At DMP we’ve employed both paid and organic search as initial steps in our multi-touch lead generation campaigns. That means that search is required to pay for itself—with quality leads at an excellent cost per click or cost per web page registration. We can apply the same expertise for clients who come to us specifically for a search campaign.

Organic search, also referred to as free search or search engine optimization, describes the reorganization of your website so it appears as high as possible in the search results on Google, Yahoo or another search engine. Savvy web users know these are different than the paid ads and trust them accordingly—which means that organic search optimization is the equivalent of “free advertising” because it attracts more visitors to the site you’re already paying to maintain.

Like paid search marketing, search engine optimization is a highly technical process that involves complex algorithms to determine not only what keywords you’ll use in the content on your site but also where they appear and how often. We’re proficient in handling this role for our clients and will be happy to consult with you... but as a rule of thumb, the better written and more content rich your site, the higher it will rank with search engines. So you attract more qualified visitors... AND give them more usable information when they arrive. Talk about a win-win!

Paid search describes the purchase of keywords so that your classified ad appears when the keyword is entered as part of a search term. In just a few years, paid search—also called pay-per-click or search engine marketing—has become a multi billion dollar industry. It’s incredibly seductive because respondents have actively expressed an interest, through their keyword choice, in exactly what you have to offer.

Unfortunately, many marketers place huge keyword bids to get to the top of the list with such generic terms as “enterprise software” that produce a broad spectrum of responses. At DMP, we believe the quality of your SEM campaign is a reflection of the keywords used to generate responses—the more specific, the better. As a bonus, our recommendation of very specific keywords and keyword phrases often costs far less for our clients.