What is Search Engine Marketing?

< continued from page one

...potential customers find your website in the SERPS (Search Engine Results Pages) without you having to spend a penny on advertising.
The simplest method to understand, but not necessarily the simplest to execute is the advertising or PPC (Pay per Click) approach.
Pay-Per-Click advertising does exactly what it says on the tin - you only pay when a potential customer clicks on your advert.
However the price that you pay per 'click' is based on the popularity of the key words that you select and 'purchase'.
Although it is possible to manage your own PPC campaigns it is often more cost-effective...

...to use an agency that specialises in 'paid search' advertising to manage campaigns on your behalf.
Organic or 'natural' search results are listings on search engine results pages that appear because of their relevance to the search terms used.
It is accepted that users click (organic) search results more often than adverts but it is also accepted that most people rarely venture further than the first or second page of search results making it imperative that your business is as far up the 'rankings' as possible.
The leading search engines, such as Google and Yahoo!, use web crawlers (also known as 'bots' or 'spiders') to find pages based on their algorithmic search results.
Assuming that your site is already 'search engine friendly' and that you have a critical mass of back links from other relevant and authoritative websites then you need to concentrate on content.
Content can be text, images or video but it needs to be relevant and engaging and it needs to be regularly updated.
But don't panic - you probably have a lot of this content 'in-house' and it just needs re-jigging for the web.
Content can consist of existing sales brochures, press releases, short articles by in-house experts, video, whitepapers or presentations used at conferences or... continued on page three >

 

 

Advertisement

Advertisement