Search Engine Optimization
The worst thing about fantastic services is that they’re exceedingly hard to find. And on the internet, people will not put a lot of effort into finding you, so you need to make it easy on them. Further, youll probably want to not only be easy to find but hard to miss! That’s where Search Engine Optimization and Search Engine Marketing come into play.
Search engines matter. We can help you suck up to them. Not, like, awkwardly, just…effectively.
“Organic” or natural search, the intent here is to show up in the main listings section of a search engine’s query return. There are two basic kinds of SEO:
- On Page SEO:
These are elements that are all local to your site - things that make up the website itself - including the code base and everything in it behind the scenes. Things like image and meta tags, the content and headlines, the navigation and URL structure.
- Off Page SEO:
These elements are in addition to your local site - link building, link exchanges, directory listings, press releases, articles and blogs (on other domains), etc.
Search Engine Marketing (SEM)
“Paid” or sponsored search, often referred to as PPC (Pay Per Click). This refers to the process of manipulating your paid ad to show up based on the search term entered, among other variables. Paid ads can be controlled with absolute precision. (SEM is also sometimes used as an umbrella term that encompasses all of SEM and SEO).
SEO and SEM - What’s the Connection?
There is huge value in ranking for both Paid and Organic Search. Studies show that advertisers who can achieve the top position in both natural and sponsored search listings had users selecting one of their listings amazingly over 60% of the time, as opposed to 20% on Organic and 10% on Paid Search if using only one of the two outlets.
Paid Search will deliver immediate exposure to potential customers and provides a level of control that Organic Search does not. With Paid Search we are able to control: pricing, position, traffic volume and Ad Copy (including destination URLs) to attract the visitors most likely to interact with the site.
Alternatively, Organic results are slower and more difficult to achieve, requiring planning from the beginning. Organic results, however, are often seen as more ‘credible’ and, as stated above, receive a larger percentage of the clicks.