Search Engine Marketing (SEM) is now a well established digital marketing channel. It includes paid and free organic listings (SEO) and is used widely by education marketers. Even so, some cool things we want to do like microsites and landing pages can sometimes be forbidden by university policy. Those in TAFE have even worse red tape to deal with.
To help you justify search engine marketing strategies, the following points represent the business case for SEO:
- Search engine optimisation (SEO) involves building content that ranks well in Google and other search engines. To be successful it requires changes to the entire structure of websites -not just content on specific webpages.
- Being ranked first in Google in one location does not mean we are ranked well in other locations. If marketing is to extend beyond our city, we need to use SEO to rank well nationally.
- People (especially students) now spend more time on the web than they do watching TV.
- Heat maps from eye-tracking studies show that paid ads are starting to be ignored more than free organic listings.
- SEO consultants are already working with our competitors!