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Designing a Website So the Search Engines Will Like You
Before you go and spend big money on a professional website designer, or start designing yourself, read through this article and make sure that you or your designer knows how to design a website that the search engines will like. Being a web...
Google Bring Deskbar Search To Windows Desktop. Now Any Website Can Take Advantage Of This Search Technology
Google's premier of desktop search proves that the desktop is an extremely valuable marketing real estate. Google, which holds about 75% of the Internet search market, just introduced "Deskbar" – a small desktop application that allows users to...
Google WebSearch™ & Google Adsense. Yahoo!!!
The makers of the world renowned search engine, Google, have taken things a step further to increase their user loyalty, grow their user base and at the same time reward websites for helping them promote their search engine. What a beautiful deal. ...
How Web Design Can Affect Search Engine Rankings
Uniquely built web sites can create unique issues when being promoted on the search engines. From a basic 3 page brochure site to a corporate site with hundreds of dynamically generated pages, every web site needs to have certain design aspects in...
Is New MSN Search More Precise? Just Ask Google.
MSN finally unleashed its new search technology to the world on Monday. The official announcement coming from Bill Gates introduced the New MSN Search engine, ending with a personal invitation to visit www.msn.com and “type in your question.” Here...
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The Truth About Why People Search!
Why do people search on search engines? Let’s confess this seems like a basic question, right? People search because they are looking for something. Complicating that question are these questions. For what are they looking? Why are they searching? What compels them to act?
Plus, how does all of this relate to Internet and pay-per-click marketing?
Let’s reason that searches can be broken down into two classifications: factual and emotional. Factual or informational searches occur as people look for general facts and information about a particular subject matter. Findings from this type of search may or may not cause the person searching to respond or act.
Here’s a fact or truth for you. Human needs and feelings drive emotional searches. When a person's emotions are activated, an individual is more likely to respond to gathered information by taking action. So, where does this awareness lead us and how can we relate it to Internet and pay-per-click marketing?
People search for three reasons:
1. To gather facts or information -- an informational search.
2. To satisfy a need or desire -- an emotional search.
3. To solve a problem -- an emotional search.
Did you catch those three reasons? You may not realize it, but these three reasons will be the keys to effective pay-per-click ad copy and ad click-through and conversion success.
Let’s now review a typical search process. Suppose you’re contemplating buying a personal digital assistant (PDA). First, you search the Internet for product selections. After locating suitable options, you search for product reviews to determine the most appropriate choice. After narrowing your choice to one or two PDA’s, you search for product sources, prices and availability. As you continue searching, you gradually become emotionally involved as the fine points draw you further into the process. Otherwise, you wouldn’t have continued searching for more details.
At some point, the motive for your search changed from informational to emotional. Why did you look for a PDA to begin with? Oh, you are stressed. Your daily life is chaotic! You have a
time management and organizational problem and you perceive a personal digital assistant may solve it. Emotional elements were under the surface of your search all along!
Very simply, two things can happen in a search engine search. The search initiates as a fact-finding task and at some point the factual search transcends to an emotional level. Or, the search commences to fulfill an emotional desire or to solve a problem causing emotional discomfort. The more emotionally involved a person becomes, the more likely he or she is to respond or act by converting the search into the acquisition of a product or service.
As a smart Internet or pay-per-click marketer, you should apply this insight to reach your target audience. Consequently, you capture your target market by satisfying emotional needs or solving emotional problems. You begin by utilizing targeted keywords and targeted ad text. Consider what the following words or word pairs denote: learn, tip, help, solution, idea, how to, how would, discover. They express an ability to identify and solve a problem.
Let’s now take a moment to summarize the first secret or fact of Internet and pay-per-click marketing:
You must understand that people who "search and convert" are emotionally driven to satisfy a need or solve a problem and you must target your keywords and ad text with emotional content to motivate action.
Let’s confess this lesson may seem as basic as Marketing 101. However, many savvy business owners miss what may not be as obvious as one would think. Take a look at some ads on Overture or Google AdWords. You’ll be surprised to learn how many misinformed advertisers are wasting money!
About the Author
Chet Childers is a successful Internet marketer utilizing both pay-per-click marketing and search engine optimization to increase website profitability. His clients’ websites offer window treatments, furniture, medical uniforms, swimming pool tiles, capital equipment, computer software and many more products. Click http://www.ThePayPerClickMarketer.com and enroll in our e-course, "Discover Tips and Secrets for Pay-Per-Click Marketing Success."
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