Want to improve your business’ internet presence?
If you answered, “Yes,” then you need to know what SEO & SEM can do for for your business’s online presence.
SEO stands for Search Engine Optimization. Portals like Google, Bing and Yahoo have results that are based upon the relativity to the consumer’s request. It is a natural or organic way to get traffic to a website when a consumer uses one of these search engines. The goal of any business that has an internet presence is to be in the top ranking or at least on the first page of the returned results.
SEM refers to Search Engine Marketing which is the means to gain visibility on a search engine like Google. Increased traffic to a company’s website, and conversions of visitors into customers is what this specialized marketing is all about. This type of marketing is available in two major forms:
• Organically by making every page a page that helps each visitor find what they are looking for and presenting them with a way to purchase it; or
• Paid such as purchasing Pay Per Click ads will bring visitors to the page which must still be relevant to their search and only a click or two away from buying the item.
How Do Search Engines Rank Sites?
In Google’s own words:
Google’s mission is to organize the world’s information and make it universally accessible and useful.
The answer is “By providing searchers with good relevant information.” The better and more relevant the information provided, the more visitors will click through to read the page, but more importantly, the more they will share your article or media.
Google and other engines use algorithms to determine the relevancy of a website, page, or video to the consumer’s request. These algorithms are revised regularly (i.e. Panda, Penguin, Hummingbird, etc.). It takes a lot of time, commitment, and know-how to keep up with the ever-changing internet climate.
Title tags are an important part of the equation. Ranking is also determined by the links between web pages, and the words or keywords that are used on those linked pages. The website’s reputation or authority is also part of the equation. Having the answers that searchers are looking for and will share with others is what relevant and engaging content is all about.
Studies Show Users Prefer Organic Results
Studies show that users prefer organic results over the paid ads that are also presented on Search Engine Results Pages, or SERPs as they are known. Top listed unbranded organic links received nearly 50% of the click-through while top-ranked branded links receive more than 90% click rate in studies.
End a Pay Per Click campaign, and most of the the traffic stops!
The cost per visitor of SEO and organic SEM is typically significantly less over the life of the service, even if the initial investment is more than using paid SEM techniques. Paid search engine marketing such as Pay Per Click campaigns achieve much faster results at a lower initial cost than search engine optimization, but significant tracking needs to be done to ensure the return on investment. More importantly, there is no accrued or long-term benefit from Pay Per Click campaigns either. End the campaign, and most of the traffic stops.
The Right Answer May Not Be Either/Or, But BOTH!
Pay Per Click Advertising is the quicker, short-term solution to getting more traffic, but organic search engine optimization is better in the long run. When Google or other engines alter their algorithms, paid SEM is less affected by it. Many companies find that an initial combination of SEO, Organic SEM, and Pay Per Click is the best solution until their organic ranking has a chance to fully develop. Working with a full-service website company like Web Hosting for Idiots is often the best bet.