Having a website has become one of the most important ways to successfully present your company and to reach customers who are most likely to use the internet to find information about a certain product and ultimately buy it. At most, creating a website is the easier part, but in order for people to find you, your website must appear at the top of search results.
When users look up a word or phrase using the search engines, they get a displayed list of search results. They go through this list and try to find the result they need, the result that is actually related to the word or phrase that has been used in the search query. However, based on the researches, more than half of users will only scan through the first couple of results, and they are most likely to click on the first one. This is the reason why being positioned at the top of the search result page is an important goal if you want to reach your target audience.
The discipline that explores different strategies in order to help you get better positioning in the search engines, and thus promote your business online, is called search engine marketing or now referred to as just Search Marketing.
The main goal is to increase the visibility of a website and gain traffic, in order to increase sales and conversions. Search marketing should be an inseparable segment of the marketing department in a company, as it can significantly promote a company, as well as collect relevant data about the customers, which helps with market analysis.
Search marketing requires a comprehensive strategy which will include the goals, as well as planned actions that should be conducted for the purpose of achieving those goals. The actions in the process of realization of the strategy will differ, depending on the type of search marketing that is used.
Besides the different strategies involved, various tools are used for the purpose of analyzing the performance of the website and the efficiency of the strategy that is being implemented. Tools are required with both free and paid search marketing, as they enable the realization of different sets of actions that will help with realization of the goals.
SEO (Search engine optimization) and PPC (Pay per click) are the two types of search marketing. These two represent two different approaches which both have the same goal, how to increase the position, i.e. the visibility of a website in the search engines. The main difference between SEO and PPC is the type of reach you want to achieve.
Search engine optimization increases so-called organic reach. This means that working on search engine optimization you try to increase the number of users who will find your website “naturally”, through the search engine.
The main goal with search engine optimization is to use a set of strategies and tools, while following the best practices and recommendations, in the purpose of improving the position of the website in relation to specific keywords or keyword phrases. It is essential for these keywords to be related to your business, so the selection of keywords is one of the first tasks in the process of search engine optimization. In this case, your goal is to increase the position of your website in the search results, which is based on the keywords you suppose the users would search for.
Search engine optimization is a comprehensive process that requires a lot of work which will pay off in the increased visibility of your website in the search engine result pages. This process is also considered to be long-term, since the benefits of the website optimization are longlasting as opposed to paid reach.
PPC, on the other hand, uses paid reach to help you reach online customers. Although paid search marketing is most often referred to as PPC (pay per click), it actually includes other types of paid marketing, such as CPC (cost per click) and CPM (cost per thousand impressions).
Paid search engine marketing requires paying for ads that will be displayed in the search engines. In this case, there is no need to look for the ways to improve the position of your website organically, but instead, all you have to do is to set up a campaign through an advertising program. This way, your website will be displayed as the paid result every time a user searches for a certain keyword that is related to the keywords you have provided when creating a campaign.
Comparing the results in several search engines can help you find out how your website is ranked in different search engines, as well as which websites are shown as paid results for the keywords that are relevant to your website.
You should remember that the digital world is constantly changing. There are numerous websites being created every day, and people are starting to use search engine marketing to compete on the internet. At the same time, there are those who give up or turn to different projects instead. This is why it is essential to monitor the digital situation, to monitor your competitors and to stay up to date with recommendations and best practices that can help you increase the visibility of your website.
Regardless of the type of search engine marketing, you decide to use, you need to monitor your work and the performance of your efforts in order to evaluate the efficiency of SEM. With paid search engine marketing you will be able to monitor the performance of the campaign through the advertising program used to create the campaign, while with SEO you will need to use external tools for monitoring the performance of the website and organic reach.
No matter how the situation develops in the future and regardless of how search engine algorithms change, the fact remains that websites will be competing with one another for the top position in the search engine result pages.
At SDM we increase the chances of a potential buyer finding your products or services. We incorporate a hybrid digital strategy that leads to:
- Increased sales leads
- Quality contacts
- Insight into your business performance
- Professional brand Affinity
- Increased online sales
SDM, Can assist you in rolling out an affordable comprehensive digital marketing strategy. Email us: firstname.lastname@example.org