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The benefits of Search Engine Marketing are clear for anyone who uses the internet regularly. For most internet users an online session involves at least one search engine query: every day there are more than a billion internet searches on Google alone. Showing up in the results of searches for relevant terms is therefore vital for any business or organisation that wants to increase the amount of visitors to their website. The higher you appear in search results, the more relevant a user’s search engine of choice thinks your site is to their query and the more likely they are to click on your link.
What is Search Engine Marketing?
To keep it simple, search engine marketing (or SEM) is the practice of increasing the amount of traffic your website receives from search engine queries. This can be done in two main ways: search engine optimisation (or SEO) and paid search (or pay-per-click or PPC).
SEO, also sometimes called organic search, is the process of optimising your website for search engines and users so that the site’s pages show up higher in the natural listings on a search engine results page. These are the results on the left hand side that make up the main body of the search results. Techniques for achieving this include making the content on pages more relevant for specified ‘keywords’ – the search terms employed by your target audience, gaining links to your website from other sites and generally boosting your online and social media presence.
PPC is the process of purchasing clicks on the sponsored links which show up on the right hand side of search engine results pages, or in shaded boxes on those pages. The search engine continuously auctions links for each keyword with the highest bidder appearing at the top of the list. Careful management of which keywords you’re bidding on and how much you’re spending is essential for maximising the traffic you get for your desired budget.
Search engines are constantly changing the rules by which they rank pages in their natural results and by which they auction keywords. A good search engine marketing strategy will therefore incorporate a mixture of different SEO and PPC tactics to spread the risk of being adversely affected by changes to certain rules. It will also stay on the right side of the search engines’ terms and conditions to ensure that no penalties are incurred for unauthorised practices.
Employing a Search Engine Marketing Company
Search engine marketing is a relatively new industry with many companies proclaiming high levels of expertise and promising huge returns. Take the time to carefully assess as many SEM companies as possible to ensure you’re finding a strategy which suits your business ethos and a company which can demonstrate results in a verifiable way. A good search engine marketing campaign will be built on effective communication between yourselves and the SEM company so make sure that communication is in place and that you get on.
Quotes for Search Engine Marketing
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