SEO makes your website search engine friendly, i.e. gets it a first page position in the search engine’s organic results, possibly even ultimately moving up to first place. You cannot buy a good organic search result. You must work for it. The
You must work for it. The first-page result is worth its weight in gold because a click through to your website means you’re getting a visitor who is interested – and you haven’t had to pay for his/her click! But now your website must live up to the visitor’s expectations.
Good website design, organised and logical writing together with comprehensive navigation are the essentials to which the SEO basics – meta tags, sitemap and verifications – are added. This combination creates your search engine reputation.
SERM ensures that search engines have a clear understanding of your website. It used to be that you could trick search engines into giving you those coveted first page positions.
But no longer… Today, search engine algorithms spot all those SEO tricks that so annoy visitors. Instead, they give precedence to high-quality websites that provide pertinent information and direct visitors to where they want to go.
Links both in and out of the site, social media like/shares, instances of keyword use in the copy and meta tag usage all contribute to search engine positioning. You need SERM for successful SEM!
Pay-Per-Click Advertising for Search Engine Marketing
AdWords is Google’s paid advertising program although, to some extent, it is becoming a generic term for the adverts shown separately from search results by search engines such as Google, Yahoo.com and Bing. Such adverts also appear, when selected, on the engine’s network of participating websites.
PPC advertising costs nothing to display when users search for your selected keywords; PPC charges go into effect when the searcher clicks the advert. In some cases, advertising can also be purchased at a CPM (cost per thousand) rate.
Google Adwords accounts for the majority of PPC ad placements but it is becoming increasingly more expensive, as well as very competitive. Other programs are offering more attractive, often more targeted, programs.
Investment in PPC advertising, over time, will help you to a first page position in organic results as long as your website’s other SEM attributes are in place. Expertise is needed to reach the market for your product/service effectively and efficiently:
- To identify effective keywords to bid on.
- To develop high impact text and banner advertising messages
- To know when search engine users are most likely to be searching for your website.
Getting your SEM/PPC right
You might think that SEM is basic common sense but – no, it’s not that easy. It takes experience to recognise what’s needed, constant monitoring and skilled written and visual communication.
There’s a lot more involved in developing effective SEM and we’d love to work with you. Do give us a ring at+447440695359 when you’re ready to talk it over.