comScore and Hitwise differ

Hitwise’s latest results show that Google accounted for 87.3% of UK search engine results in May whereas comScore only reported 74.4% in April. Although both results are garnered from quantitative research it still illustrates the importance of putting Google at the top of any Search engine strategy.

Having said that you must never forget the smaller search engines when putting an SEM plan together. You must consider the user profile of say an average Yahoo user against an average Google user (within your industry). If this profile is similar to the cross section your are looking to target then Yahoo’s 4% of market share may become very important to your campaign.

It is also worth considering Live Search and Yahoo! if your keywords are too expansive through the Google adwords PPC service. It might be the case that the although the search volumes are lower, the cost per click on the smaller search engines may also be lower. If your competition are using Google adwords but not Yahoo search and Microsoft adCenter then this maybe a competitive advantage you can leverage.

Sources: comScore, Hitwise, 4Ps: Marketing

Author: 4Ps Marketing London

‘About Us’ is more important than it seems

When a company is going through the buying cycle, there tends to be four distinct phases. Each involves important information about your company and its products and services.

Although it might not solely make a purchase, a bad ‘About Us’ page can definitely stop a purchase from happening. This is why you can’t overlook the importance of your ‘About Us’ pages, especially during the key negotiation phase.

Studies have shown that there are five types of information that buyers seek over the course of the buying cycle – from awareness through purchase. Company information starts out quite a bit lower in importance than the other material and still ranks lowest when all is said and done. However there has been a significant rise in importance at the negotiation phase.

It’s at this point that prospective buyers start looking at your company as a whole after you’ve made their short list. They move beyond features and functions of your products and services. They want to confirm that you will be the kind of stable partner with no danger of disappearing.

‘About us’ pages also become much more important at the negotiation phase because of the company execs interested in it: the Financial Decision makers, etc. They’re the execs who have the final say on significant purchases, and your company information can go a long way in easing their concerns about you as a potential partner. Remember, they’ve already received recommendations from the search team about your product. Now, they want to be convinced your organisation is reliable.

The “About us” page is also another opportunity to ensure the keywords that highlight what you do as an organisation are visible to search engines.

Source: Marketing Sherpa

Author: 4Ps Marketing London