Search Engine Marketing
Search engine marketing is about gaining visibility on search engines when users search for terms that relate to your business. For most companies, ranking highly in search results isn’t luck – it’s a result of solid effort in one or both categories of search marketing:
- - Organic search (SEO): When you enter a keyword or phrase into a search engine like Google or Yahoo!, the organic results are displayed in the main body of the page.When your prospects search for information about your products and services, you want to rank highly in search engine results. By “optimizing” your site, you can improve your ranking for important search terms and phrases (“keywords”). You can also improve your rank by getting other important sites to link to yours.
- - Paid search (SEM) enables you to buy listings in the “sponsored” area of a search engine. There are a variety of paid search programs, but the most common is called pay-per-click (PPC), meaning you only pay for a listing when a prospect clicks your ad.
In search engine marketing, companies focus on driving more traffic to targeted areas of their website. They understand how to use search engine marketing to:
- - Generate new leads
- - Sell products
- - Build their brand
- - Divert traffic from their competitors
- Studies show that most business people research their problems, potential purchases and vendors online and use a search engine in the process. And the higher the price of the product/service, the earlier they search.
For many businesses, generating only a handful of additional serious prospects can make a substantial difference in revenue. Knowing how to use search engine marketing effectively may efficiently produce these additional prospects.
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