You can have the best website in the world filled with gripping content and sparkling graphics. However if nobody visits, then you’ve wasted all your money. Search engine marketing and optimization are techniques that get you found on Google and other search pages. You have to get them right though, because the competition is extremely tough.
Two Ways to Be Found
There are two directions you could take. One is the search engine optimization (SEO) route. The other option is search engine marketing (SEM). Neither are silver bullets and there are no short cuts. However once your website comes alive with hits your fortunes could suddenly change. Which one is best for you?
In theory, search engine optimization is better because once the job is done the project is complete. But that was before Google invented Penguin and Panda designed to outwit black hat magicians. Since then, it’s become an endless struggle to keep up with ever-changing rules. This is why so many companies are asking questions like what is search engine marketing and do I need to have it?
I always recommend starting with SEM and get those immediate results while you are working on you SEO organic Google results. While working on SEM you really should check your conversion rates (will explain on the next blog) and always work with professionals. The right professional will reduce your SEM campaign costs and increase its effectiveness.
How Search Engine Marketing Works
The big difference between search engine marketing and optimization is the extent that you remain in control. In the latter case you are faced with an open-ended budget, while with SEM you control the costs in line with strategy. PPC (or pay per click) is at the heart of any search engine marketing campaign. Essentially, you create a featured advert on a site like Google, and pay an agreed amount each time a party clicks through to your website. This provides a number of distinctive benefits:
1. You can set a budget in terms of daily pay per clicks you want
2. You can have the advert published when your customers are awake
3. You can tweak the frequency as your orders go up and down
4. You have a perfect mechanism for creating impulsive interest
In these ways, pay per click (PPC) is the perfect medium for a goal-directed marketing campaign that’s fully under your control.
Where Google Adwords Fits In
In case you wondered how Google makes its money, it’s through PPC. The website’s popularity and the effectiveness of the Google adwords service spawned an industry of research specialists. They are renowned for finding ways to make those tempting little adverts really work. The website has countered by widely publicizing the rules. In an effort to touch all bases, they have ended up confusing many business people just like you.
Role of Social Media
It was inevitable that search engine marketing would spill across to Facebook pages. The principles of Facebook PPC are similar to Google, except in this case you can snipe your targets with more precision by defining demographics. Although still relatively new, this option is growing with increasing strength. In fact, it’s become an integral part of understanding what is search engine marketing all about. The trend these days is to have a bit of both.