Essentially Search Marketing refers to Search Engine Optimization (SEO) and Search Engine Marketing (SEM).
SEARCH ENGINE OPTIMIZATION (SEO) Effective SEO allows a website to earn more traffic through a search engine’s free listings; that is, those natural results as determined by the search engine. It’s important to understand that Google and other search engines do not earn any revenue from this service and therefore keep their algorithms confidential and change them regularly. This makes it more likely websites will drop regularly in ranking and will encourage all top sites to balance their SEO efforts with regular SEM Campaigns to ensure they maintain a high ranking.
In simple terms, Search Engine Optimization (SEO) involves the generation of quality content that may include Blogs, How-to Videos, Manuals and so forth. The site must be vibrant with new content being posted regularly. Improvements to the site architecture may also be necessary to achieve higher rankings.
SEARCH ENGINE MARKETING (SEM) SEM allows the website owner to buy traffic by purchasing ad space that is billed on a pay per click basis. Google AdWords is by far the most popular paid search platform being used by search marketers, but there are others and all have advantages depending on your geographical market and industry.
Some SEM concepts to understand include: ✔Paid search advertising ✔PPC (pay-per-click) ✔CPM (cost-per-thousand impressions) Most search ads are sold on a CPC / PPC basis, but some advertising options may also be sold on a CPM basis.
The three most important search engines are: ✔Google: AdWords ✔Bing Ads ✔Yahoo: Search Ads
There are also some independent options such as advertising on unique sites and social media platforms. We would be happy to discuss these with you.