During the week of June 11-13th I had the opportunity to attend the Search Engine Strategy Conference and Expo in Toronto, Ontario. This conference provided me with some insights into the world of search marketing, digital advertising and more importantly the WHAT, HOW and WHY behind these complex engines.
- WHAT are consumers looking for?
- HOW do we maximize the tools we have to get consumers what they are looking for?
- WHY is this important and what are we gaining as a company or consumer ourselves?
1. WHAT are consumers looking for?
While searching on the internet for a product or service, consumers are looking for headlines and visual cues to help them understand where they are and what they want. Bulleted lists, bold text, and hyperlinks are helpful for navigation as consumers like to scan for information that suits them. When searching for terms in Google, page titles become ‘beach front property’; if the consumer reads the title and doesn’t like what they see then they will move to the next option in the search engine. Therefore, as a company, you have 65 characters to ensure that your ‘beach front property’ is the best title it can be.
2. HOW do we maximize the tools we have to get consumers what they are looking for?
Here in the WOLFmedia division, we are able to contact local businesses for your company to place them on your globalWOLF website to mirror your eConcierge in WOLFconnect. We are able to build up the keywords in the description below the page title to ensure that it is relevant and appealing to consumers which in turn pushes a relevant page title to the top of the search engines with your companies branding.
An example of an advertiser is shown below:
3. WHY is this important and what are we gaining as a company or consumer ourselves?
It is important to find out what consumers want from searches relevant to your product or service. What did they see when they visited your site? What did they do while on your site? By partnering with WOLFmedia, we can help you build the proper content to connect your business to what you consumers want to see and hear. Building rich keyword descriptions to ensure that we are maintaining high relevancy in the search engines so that your consumers see your company first.