Search Engine Marketing is a broad term describing the effort of attracting visitors who conduct searches on search engines. There is paid search advertising, such as Google AdWords or Yahoo! Search among many others and there is process of natural search results marketing known as SEO, Search Engine Optimization. The former is a relatively quick way to get your site advertised to web users searching for goods and services on the internet. The latter is more of a long-term strategy that will pay high dividends to clients in the long run. Lets take a more in depth look at each.
Paid search advertising is often referred to as “pay-per-click” or “CPC” (cost-per-click) marketing. With paid search, advertisers bid for placement in the sponsored search results sections of the SERPS, Search Engine Results Pages. The higher the bid, the closer to the top of the page and the more impressions (views) and clicks the ads will get. As an example, go to Google.com and conduct a search for something. Across the top and down the right hand column of the search results pages, you will find “Sponsored Results”. These sponsors are advertisers that have bid on the placement of their ad on this page by defining keywords to trigger their ads. The same is true for most all of the hundreds of search engines.
Search Engine Optimization, or SEO, is a process by which a website is made more friendly to the search engines in an effort to improve rankings in the organic (un-paid) SERPS. SEO commonly involves code structure analysis, keyword analysis, search engine directory submission, copy writing, link management, and a host of other processes that make websites more visible and relevant to the search engines. Because all search engines have different algorithms that determine how they display organic search results, SEO is not an exact science. Understanding how search engines operate, and keeping up with all of the daily changes is an on-going battle for marketers and website owners.
TotalScope Marketing has the experience necessary to navigate the SEM labyrinth that exists today. We know the pitfalls and the opportunities and can bring that knowledge to your website marketing. Engaging in a qualified SEM campaign may be the best return on investment for your business. For more information, or for a free consultation, contact us today.
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