Many of us have come to the realization that having a digital presence for our businesses is a must. That it is only going to become more important with each passing year. As attention of people shifts to their mobile devices, we must also shift our direction in how we are found. While there are many forms of internet marketing, we thought it was important to take a look at two of the main forms of internet marketing, and why they are both so important.
It feels like buzzwords are a necessity these days when talking about internet marketing. Let’s break down two of them and give some details about if and how you should be using them effectively.
Search Engine Optimization (SEO)
SEO is a term that is thrown around a lot, and for good reason. It is the engine that is driving new traffic into your site. It is also incredibly difficult and frustrating. Search engines change their algorithms constantly to try and improve the results for users who are conducting the searches. Efforts that may have your website at the top of the page yesterday, may have you nowhere to be found today. This is why it’s important to practice White Hat SEO.
If you are unfamiliar with the term, White Hat SEO is the contrast to Black Hat SEO. For years Black Hat SEO professionals touted big claims that they could get you to the top of Google overnight. While there were plenty of methods to achieve this years ago, Google and the other search engines have spent countless resources preventing such tactics. In some cases, black listing websites that tried to take advantage. White Hat SEO instead focuses on things that search engines care about and not on tricks. This could include relevant and fresh content, positive reviews, technical improvements to the site to assist the search engines, and having 3rd party websites and content link back to your site.
Ultimately you can do everything right with SEO and it can still take months, if not years, to get the presence you want. This is why we always suggest that our clients pair effective SEO, with a Search Engine Marketing (SEM) campaign. The pair help to get the boost in traffic that they are looking for.
Search Engine Marketing (SEM)
SEM is also commonly referred to as PPC (pay-per-click) or AdWords (Google’s search advertising platform). SEM, a pay-for-play system, allows businesses to pick search phrases and keywords that are most important to their business and show up at the top of search engine searches. The allure of this is that if someone scrolls past the ads, or clicks on your competitors ad, but not on your ad, you don’t pay anything. You only pay when someone, in your defined search area does a search for a keyword, and clicks on your ad that leads to your website.
The challenges with effective SEM campaigns are knowing which keywords to use, how much you should bid, and what you should be looking to spend a month. A lot of factors go into coming up with budgets, when specific strategies are deployed the cost of each visit can decrease, resulting in a budget that stretches further. Ultimately, if you want traffic to come to your site right away, SEM is the best way to go.
Looking at SEO and SEM they really go hand-in-hand for the starting point of any successful internet marketing strategy. The example that we use to think of SEO and SEM is as oil and gas for a car’s engine. While one is necessary right away to get where you want to go (SEM). Having regular oil changes (SEO) over a long period of time gets the most out of your vehicle. Any questions about your own campaigns, fill out the form on this page and we will be happy to discuss it all in more detail with you.
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