Every business requires substantial investment is time, effort and money. Despite all these, businesses can still remain unknown to the target audience. And moreover, not every business can afford to spend all these three resources as required by the situation. Search engine optimization marketing has emerged a very popular e marketing tool, because it enables small businesses to compete with larger ones. Search engine marketing has become a must-do for every business present on the web. A recent survey shows that 41% of the people in Europe and the United States uses search engine for researching about a product they would buy. Whereas, the conventional media like TV and print ads stand at 10% and 9% respectively (Apogee Web Consulting, 2004).
The process includes search engine optimization and pay per click advertising. These two are considered as essential parts of any e marketing strategy. This also happens to be one of the most cost effective marketing tools (Apogee Web consulting, 2004).
Search engine marketing would include the process of targeting potential customers via the purchase of keyword ads from Google, Yahoo or AltaVista. Search engine optimization would include turning the site of London International B-School search engine friendly (ita all). So, search engine optimization and search engine marketing should be used by London International Business School in order to remain at the top of the search list of the students.
The advantages of search engine optimization and marketing are:
i. This would enable the name of the business school to appear in the search engine list when prospective students, their family/friends etc, are looking for information about business schools, certain offered courses, successful placement records etc. within to London, the UK or the whole world.
ii. The method of advertising through the search engine is very cost effective.
iii. Records can be gathered about the effectiveness of ad campaigns placed on sites.
iv. The ad campaigns can be corrected to be more efficient, even in midway, which is not possible with conventional campaigns (Apogee Web Consulting, 2004).
To optimize the business school site to be Search engine friendly the following has to be done.
i. Finding keywords that are most relevant to the business school, like MBA, highest salary, placement etc. and each page should be carrying one such keyword.
ii. The keywords should be placed on the title page.
iii. The keywords should then be placed in the site URL
iv. The keywords should be placed in the metadata (keywords and page description)
v. Keywords should be placed in page content
vi. The rank of the website should be constantly monitored (Volpe, 2007).
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