The Dynamics of Search Engine Marketing for Tourist Destinations, Essay Example

Search Engine Marketing is a process of being listed on various search engines such that consumers can find you. It is also a kind of internet marketing seeking to promote websites through the increase of the visibility of the result pages of the search engine. The types of search engine methods are pay per click and search engine optimization. SEO involves designation of a website and the contents in a manner that it will be found easily on the search engine without being requested or paid to do so. Pay per click involves the posting of text ads targeting the results of the keyword on the search engines like Google Ad Words. This is based on the advertising models where firms fight to be ranked high in certain search engine categories. The firms will have to higher amounts for them to get lucrative search rankings.

The product that I chose is the baby nappy. The product is manufactured and branded by Jinjiang Jiaxing Home Company Limited in China (Dou & Cui 2010, p. 270). Many people were using pieces of clothes earlier before the introduction of the baby nappies. Today, baby nappies are used worldwide as it is absorbent because it is made of cotton and wool. This is best for the best as compared with the pieces of clothes as the baby will feel comfortable for some hours. Online marketing is growing rapidly due to the changing technology as innovations are made subsequently. The current popular ways of marketing are search engines lie Google search engine. The company is marketing its product posts the product online and even pay a certain amount for the product to be posted in a manner that can be easily accessed in the search engine. The company manufacturing the baby nappies has created their own website where the products have been posted. In addition, the important point is that they have placed the products on the Google search engine where they can be found easily as many people are using a search engine. This is the easiest way to know how the product is used and where it can be found.

Using the keyword suggestion tool, I have identified 14 keywords that the customers can use when searching the baby nappy. The keywords are arranged as per the most searched on the search engine for a certain period. In this case, the keywords are arranged according to the most searched in a month.

Baby nappy                  18500

Baby nappy bags           17200
Cloth baby nappies       15890
Baby nappy reusable     13240
Baby nappy stacker      13000
Baby nappy liners         11300
Baby nappy cream        10950
Baby nappy bin              9600
Baby nappy covers         6430
Cotton baby nappies       4060
Vital baby nappy             3058
Washable baby nappies   2845
Baby nappy rash              2100
Organic baby nappy        1095

As per the text, there are two options of search methods used for customers to access their products in the search engines. These are the search engine optimization and pay per click. The company choosing search engine optimization will have to put correct keywords. The keywords will be used when stuffing the content pages and page header. I both cases the company has to understand the consumer behavior and the target audience. This is because they will have to post what the target audience mostly uses. In addition, the company should know the extent of understanding of the customer on the products. This will enable the company to select and post the keywords known to the customers such that they will not be difficult to understand them. In the case of Jinjiang Jiaxing Home Company Limited, they are mostly using pay per click as compared to search engine optimization, which is free. Search engine optimization presents the keywords of the company without being paid or requested. The challenge with this type of marketing is that the company does not have a guarantee that the companies are placed in a position that can be accessed easily on the search engine. What the company is targeting their products to be popular by placing the keywords in an easily accessible place of the search engine.

From the text, companies prefer pay per click method as compared to SEO. This is because most consumers prefer the search engines that when they use they will get the information they want immediately. The company manufacturing baby nappies has preferred the pay per click marketing method because its products will be popular, as keywords will easily accessed when searched on the search engine. This is true because, in the pay per click method, the company will pay for the services to done. The more the payments made by the company, the more accessibility of the keywords on the search engines. The company is using this method since they will pay, and they will get better services than the free method (Ho & Peng 2011, p. 396). According to Forrester, 61% of the majority websites are brought in by the natural search. This is because they are free, and the companies will not incur any expense for their products and keywords to be ranked. Since 2009, paid search advertising has declined by 10% because the companies will have to pay a certain amount for their keywords to be ranked highly on the search engines.

For a company to succeed on the organic searches, the product management team should make sure that the products presented are of high quality and standard. This is because the criteria used in organic searches are choosing the best products of those presented. This is because there is no payment made by the company for their products to be ranked high and easily accessible in the search engines (Dou & Cui 2010, p. 266). The companies will have equal treatment since the company with well designed keywords will be selected, and their products will be placed on a high rank as compared to those of other companies. If the product management team observes the criteria when choosing the best products and keywords, no company will complain. This is because their keywords and products will place them on the position they deserve. Those whose keywords do not qualify will be satisfied since the process will be transparent. The consumers will get quality products on the search engines because the highly ranked keywords will represent the products of the best quality.

On the other hand, on the paid searches, the company should pay a reasonable amount that will enable the keywords describing the product to be highly ranked that they can be easily accessed on the search engine. The management team in the companies should be ready to spend more funds for their products to be highly ranked. In this method, the ability of the company to pay for the money required highly to rank their keywords on the search engines. At the same time, the products should be of good quality and reasonable prices. This is because the consumers will not accept to buy the products of poor quality though they are easily accessed on the search engines. If the company adheres to these requirements, they will be highly ranked and have more sales.

In terms of search engine optimization, they should be fair when choosing the best products to be highly ranked and placed on the accessible points of the search engine (Pan & Fesenmaier 2011, p. 370). This is because the service is free, and the companies with the best products should get the first priority as per the criteria. In this method, the companies do not pay any amount. What will represent the company is the keywords and the products. Those who are choosing the keywords to be highly ranked should be free and fair in the exercise. This is because many companies will present their keywords to this method. Others might even be willing to give a token to the officials such that their keywords and products are selected.

For search engine marketing, it should balance both methods of marketing since it covers both search engine optimization and pay per click methods (Ho & Peng 2011, p. 399). It has to be neutral when selecting keywords to be presented SEO and PPC. It should make sure that those who pay for the pay per click method are given adequate attention as per their payments while those of search engine optimization are given much attention as per the quality of their products.

For pay per click, this is direct because the companies who are paying should have their products and keywords placed on accessible points on the search engine even if their products do not meet the required standards. Those who are setting the prices should not take advantage of the companies who are fighting to have their keywords highly ranked such that they can access more customers. The prices should be reasonable in relation to the services offered in the search engine.

References

Pan, B. & Fesenmaier, D. R. (2011). The dynamics of search engine marketing for tourist destinations. Journal of Travel Research,50(4), 365-377.

Ho, L. H. & Peng, T. F. (2011). Exploration of search engine optimization technology applied in internet marketing. Advances in Information Sciences and Service Sciences, 3(7), 394-401.

Dou, W. & Cui, N. (2010). Brand positioning strategy using search engine marketing. MIS Quarterly, 34(2), 261-279.