When people want to find something on the Internet but don't know a
particular site that will supply them with the information they require,
more than 80 percent of the people in the online population turn to
the search engines and directories. Search engines and directories give
the web site highly targeted advertising and traffic that is, for the
most part, low cost. It's not enough to put your web site up on the
Internet and say that you are done. If your web site is going to be
successful and generate income for you, you need to be found. The search
engines are an important part of being found on the Internet.
If this doesn't convince you that search engine marketing is important,
nothing will.
According to the latest Internet survey by the Graphics, Visualization
and Usability (GVU) Center at Georgia Tech, more than 80 percent of
the people surveyed use search engines to find web sites. But that doesn't
tell the whole story.
As of November 2000 there were more than 407 million people online,
according to Nua Internet Surveys, double the number of people online
just a year earlier. The online population is growing at an astronomical
rate, at the moment doubling every 12 - 14 months. And there is room
for growth in the online community. The number of people online represents
only about 7 percent of the total world population.
Using the two surveys together, I calculate that approximately 342
million people use search engines to find web sites. With the online
population growing at an exponential rate, this is a tremendous opportunity
for low cost online marketing.
Pre-Qualified, Highly Targeted Traffic
With so many people looking for stuff online through the search engines,
doesn't it make sense to have your web site listed in them? Not only
that, people who use the search engines are looking for something specific.
If they are looking for online gambling, then they probably intend to
play. They are pre-qualified visitors. They know what they want, are
looking specifically for a place to gamble online, but just haven't
found the right online casino.
With search engine marketing, you can target these pre-qualified visitors.
Optimize your web site with the appropriate search phrases, and they
find you. Don't waste time and money sending out hyped up bulk email
messages to people who may or may not be interested in online gambling.
You already know that search engine marketing can bring you pre-qualified,
highly targeted visitors who are ready to gamble.
Numbers Game
Using our search engine marketing services one of our former online
casino clients was receiving more than 100 visitors from the search
engines so far this month (there are still several days left in the
month). We estimate that his conversion rate is 20 to 30 percent, meaning
that, out of those 100 pre-qualified visitors, 20 to 30 of them are
signing up and gambling at his online casino.
This estimated conversion rate from traffic generated from search engine
marketing is significantly higher than banner advertisements that have
average click-through (not conversion) rates of less than two percent.
Bulk unsolicited email messages have response (click-through) rates
that are better than banner ads at around 10-14 percent. However, according
to Jupiter Media Metrix, response rates are high but deceptive. That's
because these are response rates (click-through) and not conversion
rates. Conversion rates for unsolicited email hover around two percent.
So say you send out 1,000 email messages. According to the research
above, you should get between 100 and 140 visitors. Out of those visitors,
you'll get two or three people to become players.
Free Advertising
So it's obvious that search engine marketing not only brings you pre-qualified
visitors, but those visitors become players at higher rates than other
forms of online marketing. And although many search engines are beginning
to charge for inclusion, getting indexed in some search engines is free.
That's right, free, meaning once you are indexed in the search engine,
you get free advertising in the search engines. That is, you do if you
can be found in the search results for the search phrases you want to
be known for. That's where search engine marketing comes in: optimizing
pages so that your site WILL be found in the search results for the
appropriate search phrases.
Consider the places where people normally might find businesses to
shop at: banner advertising, newspaper and magazine ads, newsletters
and e-zines, direct mail, billboards, newspaper classified ads and the
Yellow Pages. These forms of advertising cost money. The search engines,
with a few exceptions, do not charge a dime to list your site. Why not?
Because it's not called advertising. Rather it's an Internet service
that the search engines use to sell advertising space and other Internet
services.
With proper search engine marketing for the appropriate search phrases,
your online casino can grab a top 30 listing or better and the highly
targeted traffic that comes with it, which will translate into regular
players and more revenues for your online casino, for free.
Even if you pay for inclusion, most search engines do not guarantee
rankings or placement, so search engine marketing is still necessary.
Contact Us
Fill out our search engine marketing order
form for more information about our search engine optimization services
as well as other internet marketing programs tailored specifically for
your web site.
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