04.14.05

How to Get a Handle on Search Engine Marketing

SEO White Paper showcases Internet user trends, traps to avoid, and ethical considerations

CLEVELAND, Ohio - April 14, 2005 - Businesses lack basic skills, perspective and critical performance measurements for successful web site marketing, according to SEO firm Fathom SEO - an industry estimated to explode from at least $4 billion in 2004 to $13.5 billion in 2007.

Fathom SEO, an SEO firm, reached those conclusions based on its industry experience and an in-depth assessment of national studies conducted over the last five years. The analysis is available in our SEO firm’s 27-page SEO white paper, “Search Engine Marketing: Get in the Game.” Download it for free.

“Business executives need to pick up the pace,” said Michael Murray, Fathom SEO’s vice president and author of the report. “They’re using the wrong search terms, writing ineffective page titles and utilizing too few pages, and failing to prepare content that increases the odds of conversions.”

The document includes data from more than 20 diverse sources and poses a series of challenging questions companies can weigh to determine whether they’re adequately equipped to take on or expand their web site marketing program. It also features traps to avoid, primary SEM terminology and a section on ethical practices.

Practical advice by SEO firm includes:

Pick the best keywords - learn common ways people search in your industry (2-3 word phrases are the most popular).

Spread the keywords throughout the content - revise the text as necessary and load pages with at least 250 words to please search engines.

Don’t use frames in the page design - they make it tough for search engines to index the content and navigation.

Avoid long URLs - limit database-generated session IDs and parameters when the web site is created or use software to remove the numerous “=” and “?” from the page name.

Focus on original content - don’t duplicate copy in the web site or from another web site you control (search engines hate mirrored content).

Build relevant links - web sites have a better reputation with search engines when more places with similar content link to them (hunt for specialty guides and directories).

“Search Engine Marketing: Get in the Game” also notes these important facts:

• 84% of online Americans have used search engines - about 107 million people, according to “The Mainstreaming of Online Life,” a Pew Internet & American Life Project (2004).
• The Online Publishers Association and Nielsen//NetRatings in 2004 reported that about 75% of Internet users visit search engines each month.
• Search engines came out on top (41%) compared to other processes when consumers were asked how they found product web sites, according to a 2003 DoubleClick study.
• Increasingly, people use more keyword combinations when searching, according to a 2004 report prepared by OneStat, an expert in web analytics. The most popular are two-word phrases (32.58%) followed by three-word phrases (25.61%).
• The Kelsey Group and BizRate.com in 2004 found that 25 percent of online buyers search for companies near their homes or where they work.

Fathom SEO’s report summarizes leading obstacles, including:

Lack of Training
Companies overtax already squeezed staffs, demanding that their marketers be well-versed in all of the nuances of search engine optimization services. But limited training can curtail success. That is why our SEO firm is here to help.

Comfort with Profits
Busy with their operations, businesses may believe that web site marketing can’t do much to help boost their sales. They lack the motivation to get a good feel for their industry or whether their competition is getting valuable leads.

Limited Vision
Some businesses only grasp part of SEO, perhaps focusing on a limited pay-per-click campaign while overlooking optimization for natural rankings.

In addition to not properly optimizing their web sites, companies miss opportunities to thoroughly measure web analytics, including visitor trends and activities ranging from registering for a newsletter to buying a product, SEO firm vice president Murray said.

“People use search engines for far more than sports, games, CDs and adult entertainment,” Murray said. “They search for and buy myriad products and services for commercial and residential use. Quite often, they don’t even buy online. They use the Internet for research and make the purchase by phone or in person. Regardless, the Internet still plays a critical role.”

Murray, from Fathom’s SEO firm, is available to discuss the SEO white paper, search engine marketing tactics, and trends. He can be reached at 216.369.2220 ext. 111.

About Fathom SEO
Fathom SEO is a market-leading search engine optimization firm dedicated to complete SEM services, with an emphasis on organic Search Engine Optimization (SEO). As an SEO firm, we also provide PPC management, link building, web analytics, Opt-in Email Marketing , and other SEO services; search engine marketing firm based in Cleveland, Ohio.

Clients include FedEx Custom Critical, The Cleveland Clinic, Little Tikes, Sauder, Bissell, Kent State University and Darice. Fathom SEO developed as a division of Fathom IT Solutions, also based in Cleveland. Since its start in 1986, Fathom IT has been in the forefront of applying state-of-the-art interactive business technologies to solve client problems. In the early 90s, SEO firm Fathom SEO proved its leading-edge vision by embracing Internet technologies. The SEO firm offers seasoned and knowledgeable SEO consultants with diverse skills.

Call 216.369.2220 or 866.RANK.YOU (726.5968) for more details.

Fathom SEO is a market-leading firm dedicated to Search Engine Marketing (SEM), with an emphasis on natural Search Engine Optimization (SEO). Fathom SEO provides link building, pay-per-click (PPC) bid management, web analytics, and custom and integrated Opt-in Email Marketing services. Clients include Eaton Corp., the Cleveland Clinic, Little Tikes, FedEx Custom Critical, Sauder, Bissell and Darice.