Search Engine Marketing is a hybrid of traditional SEO activities and paid-for advertising designed to deliver targeted traffic to a specific website. Targeted traffic is just a technical way of saying prospective customers who are likely to want what you offer.
Search Engine Optimization itself comes in two parts. The first in on-site optimization where small but important changes are made to the website. They may seem insignificant at first, but once they are part of a strategy they make a real difference. These measures can be as simple as adding keywords to URLs, to text, to headings and images and other types of optimization. Sometimes the website copy has to be rewritten to contain more keywords.
Keywords are the thing that makes SEO work, and what search engines use to grade your site. If you have a site with the right amount of relevant keywords for the subject, Google with think you’re important and put you nearer the top of the search results for that word. The only problem is, that only a few SEO experts know the ideal ratio of keywords, and how competitive they are.
The other side of Search Engine Optimization is Off-site optimization. This uses things like article PR, back linking, social networking and other techniques to get other websites linking to yours. The more inbound links your site has, the more important Google thinks it is, therefore rating it higher as above.
SEO is referred to as organic because things happen on their own. Once the changes have been made and the off-site campaign is under way, the waiting begins. Google will gradually rank your site higher the more links you get, the more it sees the web address on other sites and the more relevant content your site contains.
The other side of Search Engine Marketing is the paid for part. This includes things like Google Adwords, banner ads, PPC and other advertising methods you have to pay for. Paid search marketing gets quicker results, but it costs money. How much depends entirely on how competitive your market is and how many other websites want the top spot. The more competition there is the more expensive it becomes.
Google Adwords are those little advertising banners with the Google logo in them. They appear on the search results page on the top and on the left. They also appear on some websites that include them to make a bit of money. Banner ads are much the same except you get a banner designed with our company logo and a link to your site then get somebody to host it for you. The banner then appears whenever anybody surfs to a particular page. PPC is pay per click and encompasses all the methods where you pay every time somebody clicks on one of your adverts.
The RT Design Group in Naples are search engine marketing experts. They can design complete campaigns or specific advertising mediums depending on your needs. Call us now for a free, no obligation quote.
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