Search engine marketing is about attaining visibility on search engines when users search for terms that are relevant to your business. For most companies, ranking highly in search results is not dependent on luck but it is a result of continuous effort in one or both categories of search marketing:
Organic search (SEO)
When you enter a keyword or any phrase into a search engine like Google for example, the organic results appear in the main body of the page. When your customers search for information about your products and services, you want to rank highly in search engine results. By “optimizing” your site, you can enhance your rankings for search terms and phrases also called “keywords”. You can also rank high by linking other important sites to yours.
Paid search (SEM) enables you to purchase listings in the “sponsored” area of a search engine where ads are shown. There is a wide range of paid search programs, but the most common one is called pay-per-click (PPC), which means you only have to pay for a listing when a prospect clicks your ad.
When we discuss search engine marketing, companies focus on bringing more traffic to the targeted areas of their website. They understand the importance of SEM which helps to:
- Generate new leads
- Sell products
- Build their brand
- Divert traffic from their competitors
Most businesses research their problems, potential purchases and vendors online and hire an SEM agency that helps them use a search engine in the process. For many businesses, creating a handful of additional business prospects can make a substantial difference in their revenue. Knowing how to implement your SEM strategy effectively may efficiently produce these additional prospects.
Before You Start
Depending on your search strategy, you may need to make some improvements on your website.
Create Your Search Strategy
Streamline your short-term and long-term goals to choose whether to opt organic or paid search (or both). It takes time to improve your organic search rankings, but paid search campaigns can be launched immediately. However, there are other factors to consider as well: the amount of traffic you need for a website, your budget, and your marketing goals. Once you come to know about the pros and cons, you can select the search strategy that suits you the best.
Generate a list of keywords
Before you can optimize your site or start a paid campaign, create a list of keywords – terms your audience use when looking for information you can deliver. You can brainstorm ideas, copy keywords used by competitors, or use online tools to generate a list of keywords and traffic estimates.
Optimize your website
Write your content according to the keywords you have chosen from your search strategy.
Make sure the content is organized properly in the best possible way.
Remove any technologies that prevent search engines from reading your content like search engines are unable to read graphics or Flash content.
Register your website in important directories that play a pivotal role in search engine results.
Generate inbound links
Search engines reward you when other sites link to yours, they assume that your site must be having valuable stuff and you will rank higher in search results. And the higher the “rank” of the sites that link to you, the more they help to rank your site. You need links from famous industry authorities, recognized directories, and renowned companies and organizations.
Implement additional internet campaigns
These programs can improve your search engine results:
- Utilizing social media for marketing
- Creating RSS feeds to spread the updated content from your site to other websites
- Adding a blog on your website
- Writing search-optimized press releases on the web
Start testing paid search
To begin with the paid search, you will:
- Create targeted landing pages for each campaign
- Write your ads
- Create an account with a search network that is mostly used by business users like Google
- Organize your campaign with the network
- Track your results to measure progress
After learning how to use Search Engine Marketing, you can focus on transforming your leads to customers and keep it going. Continue the process of learning more about optimization of your website and SEM campaigns. You can hire OptimusFox to stay connected with Google’s best practices as we provide affordable SEM services to clients during COVID-19 pandemic. Contact us and get a free quote now!