Every day, millions of people use search engines in order to find some information on the internet. Search engines are web-based programs that index the web and allow users to find what they are looking for. As search engines have become essential to an internet user so has search become essential to a marketer. Search is important for a number of reasons:
Search is important for a number of reasons:
- Search is goal oriented: people use search to find the things they want and need.
- Search engines are the doorway to the Internet.
- The search industry is big.
- To be found you must be visible.
- Top of search equates to top of mind awareness.
- Catch potential customers at every phase of the buying cycle.
- Many people have a search engine as their browser home page.
Search Engine Marketing (SEM) involves two parts: Search engine optimization (SEO) and Pay Per Click (PPC) advertising.
SEO (Search Engine Optimization)
Search Engine Optimization (SEO) is the practice of optimizing a web site so as to achieve preferred ranking on the search engine results pages (SERPs).
Our company in order to maximize the optimization could offer:
- A search engine friendly web site structure
- A well researched list of key phrases
- Content optimised to target those key phrases
- Link popularity
- Usage data
Also, search engine optimization can be enhanced by other internet marketing efforts, such as Pay Per Click campaigns, social media marketing, email marketing.
Pay Per Click (PPC) Advertising
Pay Per Click (PPC) advertising is an advertising system where the advertiser only pays for each click on their advert. PPC advertising is keyword based – this means that it is based on the search term that a user enters into a search engine and provides an excellent resource to research keyword volumes and conversion success.
There are a number of tools that can aid in growing keyword list. Google Adwords is one of the best tools and has evolved into Google's main advertising product and main source of revenue. Google's text advertisements are short, consisting of one headline of 25 characters and two additional text lines of 35 characters each. Except Cost-Per-Click (CPC) advertising and Cost-Per-Mille (CPM) advertising, Google Adwords offers site-targeted advertising for text, banner and rich-media ads.
PPC advertising can also help to give your brand immediate search engine presence for your offline campaigns, when these might not yet be highly ranked in the natural search results.
PPC advertising and SEO (search engine optimisation) should go hand in hand to create an effective SEM (search engine marketing) strategy
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