Search Engine Marketing Company - Clicks To Success

Search Engine Marketing Company

Search Engine Marketing has been gaining its popularity in recent years and has become a common buzzword all over the internet. Here we will provide a definition of what Search Engine Marketing really refers to, and discuss on its relation to both Web Marketing and Web Search.

Search Engine Marketing, sometimes refer to as Search Marketing, is a part of business marketing efforts that is aimed at increasing traffic (the number of visitors) to the website from the search engines. Additionally, it also addresses conversion, which is the percentage of visitors who become buyers. The former is achieved by increasing search engine website visibility, i.e. the position of your website in search engine results for certain keywords or key phrases that people key in the search box to obtain these results.

Coupled with the size and power of your ad network/banner, your partnerships and affiliations, Search Engine visibility comprises a broader concept - Web visibility (aka online visibility).

Generally, there are two main methods of carrying out Search Engine Marketing:

a) Search Engine Optimization (SEO)
b) Using pay-per-click (PPC) and paid inclusion listing models.

Although paid inclusion and pay-per-click advertising methods seem like the fastest methods to Search Engine Marketing, website owners prefer to adopt a more time consuming search engine optimization method to obtain better marketing of their website on search engines.

Organic rankings are results that you get for free. That is, you create and publish a Web copy, and the search engine, through its crawlers (or robot) will find your site either through a link or through your direct submission. After the robot has crawled and read your content, it will save it in their database. This is known as indexing of your site. Now your site will be found by this search engine when people query for some words contained within your pages. Your positions in the search result list are called "organic search engine rankings result" or organic SERP.

Paid listings are different: pay a search engine and it guarantees the inclusion of your site in the index. Many search engines offer advanced pay-for-performance programs, such as Google Adwords, which your ads will appear as so-called "sponsored listing". Specifically, you pay a rate which you have bid on for each visitor that clicks your ads and comes to your site.

Search Engine Marketing Company
Effective deployment of both Search Engine Marketing methods can provide maximum search engine visibility. Due to the rapid changes that occur within the search engine industry, search engine marketers need to devote a good deal of time staying on top of its trends.

The aim of Search Engine Marketing is not only to find a proper balance between organic and paid listings, but also to achieve maximum conversion of visitors into loyal customers.
Nowadays Search Engine Marketing relies on the statement that it's not the traffic itself that matters, but how targeted and convertible it is. The way your traffic converts also matters a lot - even more than your site rank on a search engine. You can rank lowly than a competitor but if your traffic is more targeted, the percentage of your visitors that turn into buyers can be high enough to actually outperform a competitor several times over.

The following are the main goals of Search Engine Marketing:

1. Improve Website visibility and get as much traffic as possible.
2. Improve quality of traffic: get high search rankings for exactly those keywords that bring visitors with the best conversion rate.
3. Decrease marketing expense by switching off advertising for underperforming keywords.

Methods used by Search Engine Marketing

The main methods used for achieving the goals of Search Engine Marketing are Search Engine Optimization (for organic listings), Bid Management (for paid listings) and Web Analytics (for both types of listings).

Search Engine Optimizationfurther referred to in this course as SEO) is about changing the HTML code of your pages and the structure of your site in such a way that when an SE robot reads the site, it can understand that the pages have valuable content related to your keywords, and then rank them high. Search Engine Optimization also requires the need to increase your link popularity - the number of links from other high-ranked pages to your site. Most search engines consider your link popularity a vital ranking factor.

Bid Management Management is about controlling bidding prices, i.e. the amount of money you spend maintaining your visibility in the sponsored listings. Usually you try to detect the best converting keywords and keyword groups, in order to increase bids on them; as well as decrease or take off bids on keywords that don't break even. Attention also should be paid to leveraging your paid and organic listings, so to spend less on paid advertising campaigns when you get enough traffic from natural results, and invest in paid advertising when an algorithm changes or strong competitors force you out from the top positions in the organic listings.

Web Analytics is about analyzing and using the information about your visitors, their details and their behavior on your site. The efficiency of referrers and advertising, the way they reached your site, conversion rates, and eCommerce information can all be tracked and analyzed.

Search Engine Marketing can help you drive instant and long term targeted traffic to your businesses.

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