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HOME > ARTIGOS > A IMPORTÂNCIA DO SEARCH ENGINE MARKETING

Em Mercado SEM

A importância do Search Engine Marketing

05/09/2007 - 10:09

Por Marcelo Sant'Iago

Este artigo é direcionado para aquele anunciante ou agência que ainda tem dúvidas se deve ou não investir em estratégias de busca.

Quantas vezes você consulta o Google atrás de informações profissionais ou pessoais? Pois é, você não é o único a fazer isso: somente em julho de 2007 Google e Yahoo receberam mais de um bilhão de consultas no Brasil, número esse 67% superior ao do início do ano.

Estatísticas do Comitê Gestor da Internet Brasileira mostram que a penetração do sites de busca entre os usuários de internet ultrapassa 70%.

Nos EUA, as campanhas em sites de busca já respondem por 41% dos investimentos em publicidade online, que no total movimenta mais de 16 bilhões de dólares.

Segundo o IbopeNet/Ratings, a categoria “ferramentas de busca” tem um alcance de 86,96% entre os usuários brasileiros.

No Brasil, o mercado de mídia online chegou a 361 milhões em 2006 e no primeiro semestre de 2007 cresceu 40% em relação ao ano anterior. Os investimentos em sites de busca somente passaram a ser contabilizados agora, o que significa que o bolo online é maior que o apurado e irá crescer ainda mais com a entrada deste “dinheiro novo”.

Após ler esses números acho que fica clara a importância de sua empresa ter em uma estratégia de atuação nos sites de busca, não apenas para fins de marketing e vendas, mas também de relações públicas, já que todos consultam a web em busca de informações de fornecedores, empresas, parceiros, funcionários, etc. Se você não estiver bem posicionado - seja através de uma campanha de links patrocinados ou nos chamados resultados naturais (aquele que o site encontra “espontaneamente” baseado em seus algoritmos matemáticos) com certeza estará perdendo oportunidades.

Mas a Busca hoje vai muito além da exibição de uma listagem de sites: além dos buscadores especializados ou “verticais” (ex. Buscapé para preços e ofertas, YouTube para vídeos, Technorati para blogs), agora os próprios sites de busca “genéricos” ou “horizontais”, como Google e Yahoo, incorporaram em sua página de resultados notícias, fotos e vídeos, mapas, etc. Por isso, é cada vez mais necessária uma estratégia mais ampla de otimização.

John Batelle escreveu em seu livro “A Busca” que os sites de busca são um “banco de dados de intenções”. Um exemplo fácil de entender: se a temperatura em São Paulo sobe, a busca por ar-condicionado aumenta; o contrário acontece quando as temperaturas baixam. Ou seja, os fatos do dia-a-dia influenciam diretamente o comportamento das pessoas na internet e daí a importância de uma presença relevante nos sites de busca.

Assim, quando sua empresa lançar uma nova campanha na televisão é importante disponibilizar o mesmo conteúdo online, já que assistir vídeo é uma das atividades primordiais dos consumidores na web (além da busca, claro). Além disso, será possível potencializar a exposição desse comercial oferecendo ferramentas de compartilhamento (tipo “indique a um amigo”), criando assim o chamado “marketing viral”.

Há também os blogs e as redes sociais, onde as pessoas estão falando sobre produtos, pessoas e empresas; por isso é importante monitorar o que está sendo dito sobre sua empresa lá. O Yahoo tem um modelo de busca chamado Yahoo Respostas, onde milhões de pessoas interagem com perguntas e respostas sobre os mais diversos assuntos. Será que estão falando sobre sua empresa lá? E os sites de notícias, que não usam editores humanos, mas sim “robôs”, como Google News e Yahoo News: seu press-release foi criado de forma a ser facilmente indexado por esses sites? Ele está disponível no site de sua empresa?

Rob Garner, Senior Strategic Planner da agência iCrossing, escreveu o que considero um dos mais interessantes artigos que li nos últimos meses e nele ressalta a importância de garantir destaque para seus comerciais de TV também na internet, tendo em mente o fenômeno YouTube e a massificação do consumo de vídeos através da web. Segundo ele, se você não tiver uma estratégia específica, você corre o risco de ver seu comercial não ser encontrado em uma busca pelo nome da sua empresa e perder uma excelente oportunidade para fazer sua marca ecoar no mundo online. Ou, pior ainda, a página de resultados pode trazer uma paródia no lugar de seu vídeo “oficial”, que pode ser prejudicial à sua campanha.

Reproduzo aqui as quatro dicas que Garner dá para otimizar seu comercial de TV e ganhar destaque nos sites de busca:

Garanta os direitos autorais para veiculação online antes de começar a campanha.

Seja o primeiro a publicar seu próprio comercial na web.

Ao disponibilizar o vídeo online, faça otimização das palavras-chave mais relevantes para garantir a indexação pelos sites de busca.

Disponibilize seu comercial em diversos sites (exemplos: YouTube, Google Video, MySpace, Yahoo Video)

Garanta visibilidade ao seu comercial (e sua marca) através de SEO (otimização para busca natural) e links patrocinados.

Uma recente pesquisa mostra que campanhas offline e online (baseadas em banners e “rich media”) são grandes geradoras de tráfego para sites de busca. Por isso, combine essas ações com uma forte presença de sua marca nos mecanismos de busca e você terá uma estratégia imbatível.

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