Search engine marketing involves the improvement of your website and business performance online to generate traffic, convert traffic into customers and keep your business in active competition online for the short, medium and long-term.
Search engine marketing involves two approaches:
Both methods require differing approaches but both can be used strategically to improve your business performance online.
Search engine optimisation (SEO) is a range of online marketing practices aimed at delivering better business performance for your website through major search engines like Google, Yahoo! and MSN Bing. The goal of SEO is to better 'connect' people who are searching for your business so you can convert online 'surfers' into 'customers'.
SEO can help increase traffic to your website, so your business gets more awareness through the major search engines, when people search for key terms. Getting high quality traffic, that is people directly looking for what you have to offer, can mean people who are more like to buy from you.
No, the beauty of SEO is that it can be tailored for any type of business, market and industry. Since people find it hard to precisely know what they want, they enter 'keywords' in search engines to provide answers and often follow the guidance of trusted websites. A growing number of businesses and public customers, therefore, trust search engines and specific websites. So, your business can be part of the 'loop' of trust and confidence as a result of search engine optimisation.
SEO service providers should largely follow two main principles when delivering SEO work.
Paid advertising involves the creation and targeted placement of advertisements, such as Google Adwords, on search engines. These "ads" are served up on the results page of a search engine when people search for keywords and phrases related to your business. 'pay per click', meaning ads are paid for, only when people click on them and 'pay per impression' when you pay for every 1000 impressions of your ad on a search engine results page.
Paid advertising has been proven to be effective for any type of business. What's more, you only pay when people click on your ad or a set number of impressions are delivered for a search term. You receive a form of advertising that's highly targeted to the needs of searchers and completely controlled to a given budget. Unlike advertising on television, radio or newspapers, you receive detailed statistics on your advertisement's performance with search engines and ads can be improved for better returns.
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