Search Engine Marketing Explained
The internet has become the first tool that consumers use for researching services, goods, and providers before buying. It also makes SEM or search engine marketing an important component of a business marketing plan.
The main objective of search engine marketing is driving traffic to your site with an intent of converting such visitors to customers. Through SEM, it’s essential to have your website listed near the top of SERPs since only some internet users will look at the search results beyond its first few pages. Search engine marketing is divided into 2 categories and these include paid and organic.
As its name implies, organic searching engine marketing is basically the natural way to enhance your ranking on search engines and drive traffic to your site. The most typical form of organic search engine marketing is SEO or search engine optimization. This refers to the different techniques made to help your site rank higher in the search engine results. Optimizing your site involves doing a bit of research on what phrases or keywords your customers are looking for when they’re finding products or any of your services over the internet. Then, it involves writing web content with the use of the keywords in a way that’s both simple for search engines to pick up yet still pleasant and readable for your site visitors.
When it comes to the design of your website, an optimized website must have links from one page to another that’s easy for search engine spiders to collect and navigate around the information. Lastly, you must have links on some relevant and reputable sites that lead back to your website as this would boost your SEO ranking. Aside from SEO, there are some other strategies for the organic search engine marketing that might or might not lead to your website directly, yet could still promote your business. Such strategies include social media, SEO video, tools, and online customer review websites.
There are times that when you’re at the start of your search engine marketing campaign, it could be hard to get a decent ranking in an organic way. It’s especially true if there’s a lot of competition in the field. If you think that it’s your case for your business, it might be a good idea to invest in paid SEM.
PPC advertising or also known as Pay Per Click advertising is the most typical form of paid search engine marketing. PPC ads are basically the ones you usually see at the top of Google search with the “ad” word written in a discreet way next to the link. The search engines including Google sell some keywords to the one with highest bidder. One of the best things about this kind of advertising is that you only pay for the ads when somebody clicks on it.
Some kinds of paid search engine marketing are remarketing, banner ads, and ads on the social media websites including YouTube or Facebook. It’s typically not necessary for the business to engage in all of such forms of SEM yet experts recommend a combination depending on your business needs and particular goals.