By: Arthur Cooper
Submitted: 2010-08-25 10:41:49 | Word Count: 664
Search Engine Marketing (SEM) is all about improving the visibility and the business performance of a website with primary focus on the major search engines. SEM is an inclusive term that encompasses SEO (Search Engine Optimization) and PPC (Pay per Click) Management. While we have written quite extensively about each of these major areas, including the myriad of processes and steps unique to each, here we will discuss them as part of an overall comprehensive Search Engine Marketing Strategy. At Optimum7 we have documented with exhaustive detail those processes and steps we follow to generate the results we achieve on behalf for our clients. It starts by having an Execution Plan and a Schedule of Implementation for that plan.
In SEO, there two kinds of optimization: onsite and offsite. Onsite optimization focuses on making your website “search engine friendly.” This friendliness involves formatting your website according to guidelines (see Google Webmaster Guidelines) and adjusting individual elements such as page titles, descriptions, sitemaps, and meta information. This allows the search engines to easily access and index each page of your website. Once this foundation is established, offsite optimization, the more important of the two, puts your website on the map. Offsite optimization focuses primarily on creating quality content that can be syndicated. Content can include videos, articles, press releases, and much more. It should be original, high quality, and provide your viewers with desired information. More importantly, this content (and its syndication) will generate backlinks, links to your website found offsite. These links play a key role in the complicated, undisclosed algorithms search engines use to generate results. Backlinks and, by extension, content are fundamental to improving your online visibility.
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With PPC (Pay per Click), you place an advertisement on a website (a search engine, in this case) and pay for the ad according to how many clicks it generates; the more people click on your link, the more money you pay. The paid or sponsored ads displayed on search engine result pages are based on the search query. If you search “travel,” for example, the ads will relate to that keyword. This relevancy connects you directly with viewers interested in your products or services.
The majority of PPC models used by search engines are bid-based. In these models, you designate the highest cost per click (CPC) you’re willing to pay in order for your ad to appear on a certain keyword page. Broad keywords like “travel” can be extremely competitive and, as a result, expensive. SEM strategies involve analysis of keywords, click-through rates, and potential revenue to help you find the best markets. PPC also gives you the ability to determine which page your new visitors will land on by designing a unique page, a landing page, specific to the ad and designed to convert. Analytics such as Google Analytics can help you determine which page and which keywords result in the most conversions, providing with you with an essential tool towards achieving profitability in PPC or Sponsored Search. Furthermore, this information is often used to create more compelling ad copy and better converting landing pages. Knowing what keywords attract your audience will help you do the same so extensive Keyword Research is central to success of any PPC strategy and any Internet Marketing Strategy for that matter.
PPC is great because it allows you to instantly make your website visible. SEO takes longer but has the long term potential of bearing much more fruit as 85% of all searches result in an organic click and not a paid click. In addition, SEO clicks are free so once you have established the “beachhead” on page 1, you only need to keep doing the things that got you there.
But the key is not necessarily to know this stuff; it is to understand its importance and to understand that the strategies, the processes and the disciplines involves are all managed. Managed Search Engine Marketing Strategies therefore involves the hiring of a full service Internet Marketing Company with a full complement of experts working together to generate great search engine marketing results.
Are you looking for results and not getting there. Contact us. The initial consultation involves no obligation. You can call us at 1-800-736-9618.
