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Search Engine Marketing: Trends, Prospects & OpportunitiesPublished by: eMarketer Published: Feb. 5, 2004 - 109 Pages Table of ContentsMethodology The eMarketer Difference The Benefits of eMarketer’s Aggregation Approach “Benchmarking” and Projections I Factors Behind The Search Boom A. Search Sites & Shopping II Search Spending & Costs A. Paid Search Costs III How People Search: Usage & Attitudes A. What Consumers Think About Search IV Search Marketing Choices & Trends A. Paid Search B. Organic Search C. Paid Inclusion D. Search Trends Contextual Search Local Search Multimedia Search V Paid Search Predicaments A. Imbalanced Spending B. High-Cost Clicks C. Consumer Annoyance D. Sidestepping Search E. Trademark Violations VI The Search Site Market A. Keyword Choices & the Second-Tier VII Company Profiles: Managing Search Marketing VIII Views & Implications A. The eMarketer View B. Wildcards C. Alternative Views D. Implications for Your Business For Large Enterprises For SMEs For Search Engines & Sites For Web Publishers & Online Retailers E. Related Information & Links Related Links Related Charts Suggested Key Words for eStat Database Index of Charts AbstractThe Search Engine Marketing report provides an objective, balanced look inside the supercharged world of search advertising. While the media has gone bonkers over the paid search phenomena -- and it is pulling in a big share of online ad dollars -- it is only one element of search marketing covered in this report:• Organic Search • Paid Placement • Paid Inclusion Last year’s 123% growth rate for paid search ad spending was impressive, but the report also highlights the other elements of the search marketing process that should not be overlooked. Optimizing a Web site for organic search is just as important as paying for position -- especially as the cost of keywords rises. Even when paying for clicks, consider contextual search -- but only when the value makes it compelling. If your product or service lends itself to local search, the coming year is a great time to get on the bandwagon. The Search Engine Marketing report answers these key questions: • Why is online search marketing so hot? • Is your company positioned to take full advantage of paid search advertising? • What types of companies are properly positioned to take advantage of search? • How do you create effective landing pages? • What are consumers’ primary search patterns? • What is best for driving your business: paid or organic search? • Should you consider both paid and organic options? • What is paid inclusion, and who offers it? • What is contextual search? • What new trends are reshaping search engine marketing? • How soon will the trends in the market have an impact on business? • And many more... Get Full Details About This Report >> |
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