In the internet era, consumers often use it first and foremost to search for information of services, goods, and providers. This is a vital information and makes search engine marketing (SEM) an essential component of the internet business marketing plan. The goal of SEM is driving the traffic to the specific website with the intention of conversion of visitors to customers. With SEM, it is vital to have your business site listed near the top of the search engine rankings. The reason for this is that very few internet users will actually look at search results beyond the first couple of pages. Driving the traffic of visitors in the SEM, it can be done in two categories, organic and paid. Both are important, it can be combined to enhance the traffic of your website.
To drive and to pull the visitors naturally to a website, commonly it uses search engine optimization (SEO). SEO or Search Engine Optimization refers the process of affecting the visibility of a website or a web page in a search engine’s unpaid results. Generally, the earlier (or higher ranked on the search results page), and the more repeatedly a site appears in the search results list, the more visitors it will receive from the search engine’s users. You can use this opportunity, by converting these visitors into customers. SEO may target different kinds of search, including image search, local search, video search, academic search, news search, and industry-specific vertical search engines. Basically, it is a measurable, repeatable process that is used to send signals to search engines that your pages are worth showing in Google’s index. Behind the process, it incorporates complex algorithm calculation.
In SEM/SEO organic, what you can do is optimizing your website involves doing research on what keywords or phrases your often use by customers or potential customers when they are looking for products or services online. Then, it will affect the writing content in the website using those keywords in a certain manner so the search engine will easily pick up, at the same time readable and pleasant for the visitors to read. A good SEO website should have links from page to page that are easy for the search engine spiders to navigate and collect information. Having other reputable and relevant sites that lead back to your site will increase your SEO ranking as well.
In addition to SEM/SEO organic, there are other strategies for organic SEM that may or may not lead directly to your website but can still promote your business. These strategies include SEO video, social media, online customer review sites and tools such as Google Places.
On the other hand, the paid SEM/SEO can help you to put you into higher search rank, especially if you are still new in the field. Pay Per Click (PPC) advertising is the most general form of paid SEM. PPC ads are the ones you see at the top of your Google search with the word “ad” written subtly next to the link. Search engines such as Google sell keywords to the highest bidder. One of the good things about this form of advertising is that – as reflected by the name– you only pay for the ad when someone actually clicks on it.Other forms of paid SEM comprise banner ads, remarketing as well as ads on social media sites such as Facebook or YouTube.
It is usually not compulsory for a business to employ in all of these forms of SEM but usually depending on the business and its specific goals, a mixed approach can be useful to boost your SEO ranking.