Search Engine Marketing includes and uses the techniques of Search Engine Optimization (SEO), Pay Per Click Advertising (PPC) and Web Analytics. Its main purpose is to increase targeted traffic from search engines to your website through organic listings (free listings) and paid advertising.The following are the main goals of Search Engine Marketing:
  • Improve your websites Web visibility to increase targeted traffic.
  • Improve traffic quality. Get your website ranked high on the search results pages for those keywords that bring visitors with the best conversion rate.
  • Decrease expenditures by focusing on keywords that perform best and switching off advertising for underperforming keywords.

Search Engine Optimization (SEO)

SEO is the process of optimizing your website by improving the on-page (internal) and off-page (external) elements in order to increase organic traffic from the search engines.

The job of Search engines is to crawl, index, determine relevancy (rankings) and provide results to individuals searching the internet. When a searcher enters a search query in a search box, the keyword dictate what sites the search engines deem worthy of appearing in the results. Optimizing your website makes it easier for the search engines to find and index your site; it can also help improve the rankings of your site in the search engines and as a result, you get more potential clients!

There are two main parts to Search Engine Optimization; on-page SEO and off-page SEO. On-page SEO has to do with the architecture of your website like including good, keyword rich, content and your sites internal linking structure. Off-page SEO involves making sure your site and individual pages are referenced by other quality sites through back-links.

Pay Per Click Advertising (PPC)

PPC is a form of Internet advertising where advertisers pay their host only when their ad is clicked. It involves setting up a campaign and bidding on keyword phrases relevant to your target market. Unlike SEO, you get instant targeted traffic, your ads can start showing up on the first page of search results the minute you turn on your campaign.

PPC helps to get prime exposure on the first page of Google. You only pay for the clicks you receive and most importantly, there’s no limit to the traffic.