Search Marketing is exactly what it sounds like: marketing through search engines. By creating content and web pages that Google and other search engines rank higher, it is possible to drive more traffic to a website through paid and unpaid search engine marketing. Search Marketing is the umbrella term for both Search Engine Marketing (SEM) and Search Engine Optimization (SEO).
What is Search Engine Marketing?
Typically SEM comes in the form of cost-per-click (CPC) and pay-per-click (PPC). Companies pay to have their links and products or services listed toward the top of searches alongside organic results (naturally high ranking, not paid results). This approach can often be expensive with little return when it is not done correctly, and it does not scale, or become cheaper with greater volume, if it is very successful. There are instances, however, when PPC can be profitable. Flash sales or limited-time offers are typically good reasons to use PPC.
What is Search Engine Optimization?
Search Engine Optimization (SEO) involves optimizing your website through good content writing that incorporates industry specific keywords, utilizing Meta data, and alt tags. Keywords are words that people type in to search engines when they are looking for your products or services. Effective SEO content appeals to both real human beings and search engine spiders. It contains relevant, helpful information, while using enough keywords to let the search engines know what your page is talking about. Bad SEO includes keyword stuffing, an overabundance of ads, and poor site flow, which can hurt your search engine ranking.
This list, by no means, is exhaustive in the definitions and uses or types of Search Marketing. If you have questions or need help with your SEO, please feel free to contact The Belford Group at 479.443.9945. We’d love to hear from you!
What are some ways you incorporate SEM and SEO into your marketing plan?