Search Engine Marketing is using search engines like Google, Yahoo, Teoma and many others to get more visitors into your website.
If you get to gain visibility by being at the top positions of search results, you will have more chances that searchers click through and get into your website to hopefully become happy customers.
The nature of search marketing implies that people will be more interested on your website since they see it on the right moment they are searching for a similar product or service. The outcome is more quality traffic.
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There are two basic ways to increase the visibility of your website on search engines:
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The first one is to make your website search engine friendly in order to make it more visible and relevant for natural search results. This process is called Search Engine Optimization, or more commonly SEO. |
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The second one is to create a pay-per-click campaign in which you’ll be able to create text, image or video ads to appear on search engines as “sponsored results”. |
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In both cases, you will need to identify which search keywords or phrases will trigger these ads or make your website appear on natural search results.
The question you need to ask is: “What keywords or phrases would someone use to find the products or services I sell?”
For example, if you have a hotel in South Beach Miami, you will probably want to capture traffic from people searching for terms like “South beach hotel” or “Miami Beach Hotel”, but it will be completely useless to match a generic term like “Hotel” or “Miami” since these keywords are far from being directly related with your product.
It is not the number of visitors ("the click-through rate") that matter most, but the number of buying or returning visitors ("the conversion rate").
Search Engine Optimization is a one time process by which you make your website more visible and relevant to search engines, taking it to better positions on search results pages related to your business.
Most of search engines have “robots” that crawl the web and index millions of websites every day. These robots analyze the content of each website and insert it in a big database which will be used later to respond every online query.
Each website is indexed with a specific level of relevance and is associated with a specific set of keywords.
If your website is not properly built, these robots won’t be able to index it. This causes that your site may never be found through search engines.
Luckily there is SEO, This process consist on making changes to the way your website is built, in order to become visible for robots and include your main search keywords or phrases in the key places robots will look for.
After finishing your SEO process, more people searching for your product would be able to find you and click on your website rather than on your competitor’s link.
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Search Engine Pay-per-Click campaigns are one of the most effective ways to promote a website on search engines. It allows the publisher to show their ads at the exact moment someone is searching for a specific subject, product or service, in a particular location and in a specific language.
Different form the CPM model, the pay-per-click ads are performance oriented and designed in a way that advertisers will only pay for real traffic generation. Every time a user clicks on your ads, from a few cents to a couple of dollars will be charged into your account. You decide the maximum amount of money you wish to pay for each click, and are able to control your monthly spending. |
Advertisers will also have the ability to track and measure their click through rates, conversion rates (the ration between your real sales and the number of clicks on your ads) and the ROI.
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