Search Engine Optimization (SEO) & Search Engine Marketing (SEM)

Search engine marketing (SEM) is a form of internet marketing that seeks to promote websites by increasing their ranking in search engine result pages through the use of search engine optimization (SEO), paid ads, etc.

SEO is the process of improving the visibility of a website in search engines via the organic, aka free,  search results. The objective of SEO is to improve your search engine rankings to help visitors find you online and increase the number of visitors to your website.

Currently there are three major search engines: Google, Bing and Yahoo, with Google being the market leader. Bing seems to be catching up a bit, but traffic from Bing and Yahoo is still marginal compared to Google. For that reason, most businesses engaging in a search engine marketing stategy, often only look at Google and simply skip the other two options.

In the big world of search engines, there are two major avenues that are being approached:

1. SEO - Search Engine Optimization
SEO means optimizing your own web pages so that they rank well on the search result pages (serps) of the leading search engines for given predetermined keywords. Each optimized page usually only works well for a few number of keywoads. One page that works well for dozens or even hundreds of keywords is really impossible to create, therefore often times different pages within a site are optimized for different keywords.

There are two major components affecting SEO:

1.1. On-site SEO
On-site SEO are measures that take place on your own website to optimize the search results, for instance, correctly identifying the important keywords, copywriting appropriate content, setting meaningful title tags, article headings, etc.

1.2. Off-site SEO
Off-site SEO are measures taken outside of your own website to improve your own search results, for instance link building campaigns, improving your own page rank, linking back via blogs, social media posts, creating so called `link bait` which refers to interesting, useful content on your own site that others, such as bloggers find attractive enough to link to.

Engaging in an SEO campaign takes a lot of effort and time. Many companies hire an SEO expert to implement all necessary measures, on and off site, also to track the campaign`s success and improvement. SEO campaigns require to be in there for the long haul as quick results are not to be expected.

2. SEM Search Engine Marketing
All major search engines, Google, Bing and Yahoo offer their own search engine marketing programs. Google`s program is known as Adwords. Website owners can register an account with Google Adwords and book keywords that are relevant to their services. Depending on a combination of the highest bid per click and other factors, Google determines how the ads are being shown on their search results pages. Budgets can be limited on a daily and monthly basis and are set easily in their management panel. Results can be tracked with statistic tools provided by Google.

The advantage of SEM is that desired results can be instant. You set up a campaign, make sure that it adheres to the Google best practices guidelines and your site can be found on the search engine immediately.

Ideally, to engage in comprehensive online marketing, SEO and SEO as well as Social Media Marketing should all be in the online marketing mix.

Pay Per Click (PPC) and Pay For Inclusion (PFI)

PPC is a method of internet marketing where you pay a host, such as Google, Yahoo!, or MSN a pre-determined amount of money each time a visitor clicks on an ad to your website.

PFI is another marketing technique that involves paying a fee, if applicable, for a website listing in a web directory, such as Yahoo!

Conversion Optimization

Conversion rate optimization (CRO) is the science and art of effectively leading a website visitor to the desired goal of converting the visitor into a customer.

What Does This All Mean For Your Business?

With nearly 14 billion online searches every month and social media sites that rival populations of large countries, there’s unlimited opportunity to incorporate an internet marketing strategy to help bring more visitors to your website.

Pinpoint Graphics can help form a strategic internet marketing plan around SEO, pay per click advertising, social media marketing, conversion optimization and search-optimized web design.

• optimize your website content and structure
• develop relevant content
• keyword research 
• offer expertise in specific markets

Talk To Us

Practicing proper search engine optimization can be difficult for a busy online business owner, especially one that does not have extensive knowledge in internet technology.  Ask an expert about formulating an internet strategy to help boost your company and profits.