Marketing Objectives | Transalpine Internet Sevices

Transalpine has a department specialised in the highly technical field of website content optimization. We explain here how Content Engineering can improve the search engine performance of your website.

Return to Index

Marketing Objectives

SEO is an integral part of a company's overall marketing strategy. It can support this strategy in the following ways:

Customer expectations and supply of demand

There are many tools available to the SEO practitioner for analysing how people interact with search engines. Searches generally fit one of three categories: navigational, informational and transactional.

Even strictly transactional queries probably result from some degree of informational research beforehand. Searches are seldom well-targeted initially, but become gradually so as the users become more focused on their objective. They therefore pass through various stages of more and more specific search queries.

The products a site is selling can therefore be accessed through direct and indirect traffic. A successful keyword campaign will identify both types of query, and attempt to catch traffic which did not request the most obvious keyword. This indirect traffic is known as 'the long tail'.

For example, a language school would benefit from indirect traffic which was querying holidays in a foreign country. Knowing which nations traditionally send more tourists for their holidays in the target country, and something about the people's interest in learning the language of the target country, will be useful in choosing the placing of keywords for catching the eye of people who were searching for something different.

Branding and market visibility

Implicit endorsement: when potential customers see the returns in the SERP for their enquiry, they assume the highest ranked sites are the most reliable and relevant sites available on the internet. The fact that they may be browsing with personalized settings, by language and geolocation, is generally not appreciated.

It is therefore vital that organizations serious about their perceived public profile pay due attention to maximising their organic search rankings. This is irrespective of corporate policy regarding traditional marketing approaches. Marketing managers often feel more comfortable with paid advertising, because it more easily fits their previous experience and financial calculations regarding cost-benefits.

SEO practitioners will make a list of important terms most associated with the website, and work to ensure their website ranks as well as possible for those terms. In cases where a keyword has too much competition (e.g. hotel, flights) to hope for first SERP ranking every time, this will be important information for broader strategic site design and promotion. One standard way to circumnavigate deficits in organic keyword effectiveness is to switch focus to gaining endorsement through links, using the company name as the anchor text, on other sites which have recognised authority in the same or related field.

Long term ROI

Vive le ROI! as the French have (at times) proclaimed.

The fact that SEO is both a guide to sound online marketing strategies, and provides permanent benefits in branding and sales traffic acquisition, makes SEO not only a viable alternative to short-term and more expensive PPC campaigns, but potentially far superior in terms of ROI.


The planning of a site should involve a research programme to identify what sort of competition there is, and an analysis of their strategies. This can be done in comparing keyword targeting performance and link distribution. As always, when there is serious competition it is best to focus on differentiating rather than imitating. The strengths and weaknesses of the competition can help in formulating an effective SEO strategy.

Target Audience

All players in the site development process, which include all members of the marketing team, need to agree on the common ground: who the target audience is, and how well the message being presented through the site satisfies the needs of this target audience. SEO practitioners may find the pre-existing marketing guidelines in this respect are perfectly adequate for their purposes as well.

SEO can also provide valuable data to the marketing team. The target audience can be classified and tracked by various metrics, such as location, language preference, percentage of return visits, degree of conversion (actions which lead to a sale, sign-up or other objective). A site that requires user log-in can gain a wealth of marketing information useful to the company.

The message the company is giving out at all levels, whether direct advertising or press releases, should be mirrored in the content, external link strategy, and keyword design. This message should be consistent, concise and relevant to the core business, which leads logically to the objectives the site has set for the target audience.

Naturally, the process is iterative as well as multidisciplinary. Continuous feedback is essential to judge whether strategies are effective. New products and changes in policies and corporate strategies will need to be incorporated in good time, and not as a last-minute afterthought to the event. SEO consultants will inevitably end up teaching SEO basics to their marketing, product development and advertising counterparts, and will need to liase regularly with the top level strategists.

The main players in the online marketing business are:


These are site managers. Advertising is most likely a minor income earner, since very high traffic flows are required to obtain significant advertising income. Unless a site has a 'captive audience', it is unlikely to achieve high rates if the purpose is advertising income, and not core content.

'Captive audience' is our term for traffic which is obliged to use the site. These might be students and staff of educational institutions, employees and clients of large companies, or monopolies of internet software and services who enjoy a dominating role within the operating system and software update leagues.

Given that indiscriminate and tasteless, distracting advertising will have a detrimental effect on user experience quality, publishers need to evaluate advertising within the context of an overall marketing and corporate image maintenance.

Target Audience

Probably the most significant advantage of online advertising is the ability to identify and log/track users individually. This is not possible with traditional media, such as newspapers and TV, whose users are exposed to every ad whether it is targeted to them or not.

Paid search results, as opposed to organic returns to SERPs, therefore target site promotions according to the searchers' keywords while they search. Viewers of a site may receive a cookie, which can be used to further fine-tune the targeting of advertising, on both search engine interfaces and on sites using the AdSense system.

Affiliate Network

The equivalent of the traditional advertising agency, the affiliates are the middlemen between advertisers and publishers. Affiliates allow advertisers to select parameters, such as keywords and themes, and offer them options for advertising types (in order of decreasing conversion rates): PPI (pay per impression), PPC (pay per click), or CPA (cost per action).


Pay per Impression, or CPI (cost per impression), or CPM (cost pro mille). A simple pro rata payment scheme, where advertisers pay a fixed amount for a number of views, known as impressions. A typical rate is $5 per thousand impressions.


Pay per Click, or CPC (cost per click). If the publisher and affiliate can guarantee that prominant ads are relevant to the content subject and target audience, then an effective way to advertise is to pay only if the visitor actually clicks through on the ad. With this form of advertising, the publisher needs to ensure the relevance of the ad, otherwise he is permitting impressions for third parties that pay him nothing.


Cost per Action, or PPS (pay per sale or lead). The advertiser pays only if the appearance of the ad, and subsequent click-through actually leads to a sale or other action, such as a sign-up/subscription. Again, the publisher will be concerned that he is not providing free impressions, so will want to verify the legitimacy of the advertiser's product and set-up. Large, well-known brands are more likely to be accepted for this type of advertising.

This information is imported from our site For further information, please visit the site, or contact us.


Quote of the day...

ZumGuy Internet Promotions

Vitruvian Boy