Making it easy for prospective customers to locate your website, inviting them to visit it, and persuading them to buy your products/services are a few objectives that can be fulfilled by leveraging search engine marketing. Crafting and executing an online marketing plan demands time and money; and it is therefore imperative to monitor the campaign efficiently to garner maximum benefit. Pertinent to add that every website is unique and mandates a tailored made online strategy.
Search engine marketing is varied but the endeavor needs to start somewhere, depending on what needs to be accomplished via online marketing. Search engine optimization (SEO), though a long term process has its own superseding advantages. Pay per click (PPC) on the other hand provides instant search engine visibility and prompt gratification in terms of visitors. Keyword research is crucial and forms the backbone of SEO as well as PPC. A well carried out keyword research would not only guarantee more visitors but also ensure quality visitors.
Many people tend to use SEM and SEO interchangeably. People define it in their own ways, sometimes mixing both and sometimes seeing one as a part of another. However, SEM includes SEO as a subset. The other notable subsets of SEM are paid inclusion, link building, keyword research, affiliate marketing, and banner ads. Combine them together (a blend with the right balance) and you would have an inherent powerful technique to overcome cut throat competition. SEO and PPC are the most preferred tools of SEM because they are better equipped to boast online sales and help achieve higher ROI.
The two main networks of PPC ads are run by Google and Overture. PPC is one of the rated SEM services and enjoys some edge over organic promotion. PPC will give your website search engine visibility at the click of a mouse which otherwise would have taken a couple of months to achieve, that too without any guarantees. It will however cost you, sometimes dearly, whenever someone decides to click at your listing to land on your website or custom made landing page. It is therefore imperative to manage and execute the campaign with laser precision to garner maximum ROI.
SEO, on the contrary, is characterized by a gestation period equivalent to a couple of months. However, SEO is known to deliver robust and long lasting results and is not a constant drain on your financial resources. It is also important to note that achieving top rankings is not the end of SEO as it requires constant work to maintain those rankings, maybe better them.
While all the SEM services are important in promoting a website, it’s important to define your goals before blindly following one, or ignoring the other. A right mix of SEM services is any day better than a mix of all SEM Services.