How to implement search engine marketing in small and medium enterprises

Speaking of search engine marketing, people usually think of its characteristics, such as showing the consumer's intention to purchase, high conversion rate and so on. As an industry with huge market capacity, search engine marketing, including SEO and PPC ads, has become a link between small businesses and consumers looking for products and services.

While search engine marketing offers an attractive opportunity to grow online sales, many business businesses cannot guarantee their dominance in search engines. For this, there are three notable search engine trends.

1. Online and offline marketing integration. According to the Forrester study, 2009 retail sales in the United States were affected by the network of 917 billion U.S. dollars, and 155 billion of them through online sales. Small businesses must focus on online search impact offline purchases, while also focusing on the impact of real-store experiences on online search and payment.

2. Mobile devices and local search. Companies should recognize the trend of mobile search by consumers using smartphones. The Web experience has been extended from personal computers to mobile devices such as iphones, BlackBerrys, and ipads. Marketers need to understand the consumer's use of mobile search, as well as the marketing opportunities generated at the same time.

Businesses that service customers for specific areas and specific geographic needs should take advantage of local search, map search, and geographic search. Depending on the location of customers using different pay ads can greatly improve the conversion rate.

3, social media advertising. Small businesses will increasingly recognize the market potential from traditional competitive advertising to the growing social media. Facebook has surpassed Google as the world's largest web site, a trend that cannot be overlooked. SNS Web site will provide a high degree of advertising opportunities for enterprises, which will serve as an important supplement to paid search engines.

Integrated offline and online marketing, using mobile devices and local search, to extend traditional network marketing to social media advertising will bring a greater competitive advantage for small enterprises.