Qualifying Your Leads While You Mine The Web

When you mine the web showing your message to search engine users is a way of qualifying leads. The search engine user has entered the targeted keywords or phrases that refer to your product or service, so you know they are interested. To qualify those leads, you want to reach them with highly ranked organic or paid results, the right keywords, and well thought out ads.

Organic And Paid Results

When people submit a word or phrase to a search engine such as Google, they are asking the search engine to show them web pages that most relate to the information they seek. To compile their lists of web pages, Google and other search engines use special software programs, called "spiders". These programs use algorithms to crawl through virtually every website on the Internet. They look inside each website, for information and catalogue the site based on keywords, links, number of visits and other variables. They are looking for a correlation between the site and its relevance to the users search terms.

Organic Results

Those websites deemed the most relevant by the algorithm appear at the top of the list of search results. This rank, as determined by the software program's algorithm, is known as an "organic result."

Additionally, search engine results pages also feature a list of "sponsored links".

Mine The Web With Paid Results

Sponsored links are also known as paid results. These listings are actually ads, purchased by companies who want their ads to appear when prospects type in relevant keywords or phrases.

The ranking of paid results in search engines is also determined by algorithms. With paid results, the ranking is based on factors that include the amount bid for keywords, daily spending limits set by the advertiser, and the number of click-throughs the ads receive.

Keywords and Phrases To Mine The Web With

Advertisers will research and create lists of words and phrases that most relate to their products and services. Then they bid on the use of these keywords to match their ads to the searchers terms.

Example; a bank may bid on words such as "credit cards", "loan" or "mortgages". They may take a more targeted approach, using "buying a house", "having a new baby" or other phrases associated with the lifestyle changes that might need the bank's financial services.

Finding the right keywords can be a real challenge, especially because the cost of keywords can and will be driven up by the company that bids the highest. Since every company wants its ad to appear at the top of the sponsored links, a top word for an industry such as "credit", or "financial services" might cost several dollars per visitor.

However, the highest bid might not always rank first. Manytimes an ad will get more clicks when it appears in the middle of the list, which some search engines will then reward because of quality by moving them higher in the rankings.

Mine The Web With The Right Ads

The key to successful conversion to a visitor is creating an ad that works effectively within very small confines. For example, Google restricts an ad to only 90 characters.

Because the ads are so tiny, it is very important that they be finely targeted and as relevant as possible to the searchers terms. This is especially important because Google will, in fact, drop an ad that is not generating a sufficient number of clicks for a particular search term.

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