Search Engine Marketing

The simple definition of search engine marketing is using Internet search engines such as Google, Bing, Yahoo and other search smaller search engines to encourage traffic to specified websites. It is a blend of two marketing techniques – Search Engine Optimisation (SEO Services), also known as ‘Natural search’, and Paid Search related marketing Pay Per Click (PPC).

Let’s start with what we know. SEO or search engine optimisation is all about building a website that registers high on the search engine ‘bot’s radar as well as using terminology that your audience uses to locate websites of interest on the search engines. SEO relies on an understanding of the language that is most effective in raising your profile to an extent whereby your traffic levels rise to a sufficient point that makes you interesting to the bots.

The second part of the equation is Paid search, normally in the form of PPC or Pay Per Click. While good SEO is a long-term strategy to improve your position on the page rankings, PPC offers a ‘shortcut’ into the search engines and directories. Search engine marketing has to take account into both aspects of this process and utilise them in such a way that your site encourages both unique and return visits from the human visitors, and continued interest in you by the ‘bots.

PPC allows you to ‘buy’ a top spot on the search engine rankings, but before you throw out everything else and just concentrate on PPC, be warned. It does have its problems – not least the unpredictable way that your human visitors use search engines. While PPC may be a great way to get your site on page one of Google, it doesn’t necessarily mean that you’ll grab that 40% of search traffic from day one. PPC allows you to ‘bid’ for keywords you think your customers are most likely to use

One of the pre-requisites of search engine marketing is that you have to constantly monitor your website traffic. Search engine marketing allows you to pinpoint your target audience with sniper-like accuracy and push them in the right direction to convert.

 The expertise and knowledge of what a successful search engine marketing campaign entails will mean that not only does your ranking climb up the listings, but the customers who are being driven towards your site convert into cash sales – and that is the ultimate target for any marketing campaign. 

Source :  http://www.promotionworld.com/se/articles/article/110801-what-is-search-engine-marketing