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An internet marketing channel is a
means to deliver a marketing message for a product or service. One popular
implementation of marketing channels are available on websites known as "Search
Engines", the most popular being Google®. Many internet marketers direct their
entire business toward improving search engine
rankings.
When you search for information using the Google Search
Engine, you provide a keyword and Google responds with a list of what it judges to
be the most relevant organic, or natural results, and the most relevant paid
results. To keep this explanation simple, I'll focus on the organic results.
The information (words) a potential visitor gives the Search
Engine to work with is called a keyword because the Search Engine uses it as an index into its huge
database of web page links and snippets. Thru an algorithm, the exact details of
which is a closely guarded secret, a list of relevant web page links is
provided.
A keyword may contain spaces, which leads to broad and exact match
channels.
Next to each of the following bullets is a single keyword made of multiple
English words:
If you search using the above bulleted keystrokes, you will
receive the "broad match" channel of the keyword. The search engine returns results
for these space separated words separately, i.e. not in any particular order on the web
page.
You can also use quotation marks around your keyword as
follows:
- "dog food"
- "best dog food"
If you search using the above bulleted keystrokes, you will receive the
"exact match" channel of the keyword. The search engine returns results for the exact
string of characters inside the quotation marks.
So, each keyword represents a "broad match" and an "exact match" marketing
channel because each of these returns a different list of search
results. Your potential visitor looks thru and picks from the list based on
how relevant this person considers the word content of the link and web page
snippets.
One internet marketing channel is the list of search engine
result links which your potential prospect reviews and MAY click.
This list of links is the means to deliver your marketing
message.
Charles Knell
A.K.A. Charles KnNell
Copyright 2009 Right Results Consulting LLC
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