Using Search Engines to Drive Relevant Traffic to Your Website
Search engine marketing, sometimes referred to as SEM, is the science and art of determining what your customers are searching for and then making sure your website is near the top of the SERP (Search Engine Result Pages).
eBiz ROI recommends that any company promoting their business online include search engine marketing as a component to their overall Internet marketing strategy to drive profitable business growth
The traffic generated from search engine marketing is, by some measures, the most qualified traffic source available. Why you might ask? The reason is simple. People using search engines are often demonstrating purchase intent. This includes researching a product, its pricing, features, functions, options, looking for suppliers, etc. In general, search engine marketing traffic has higher conversion rates than other types of Internet advertising.
By far the largest search engine today is Google with over 70% of the search engine marketing share. This is why eBiz ROI recommends search engine marketing strategies incorporate Google Ad Words into the overall plan.
Keywords are the cornerstone of Search Engine Marketing
The key to success in search engine marketing is to understand precisely what keywords and/or key phrases your target customers are using when searching for products or service you offer. This requires some creative thinking to come up with a number of viable alternatives. This is important so that you can make sure your website ranks high in the SERP for relevant keywords and phrases while driving qualified traffic poised to convert into customers.
Search Engine Marketing Types
At the highest level, search engine marketing can be divided into two general categories:
- Search Engine Optimization – designing a website so that ranks at or near the top of SERP for certain keywords or phrase. It is highly beneficial for a site to be within the first two pages of a search result.
- Paid Placement – Advertising placement in search results for keywords or phrases in which the advertiser is assessed a predetermined fee each time a user clicks on the advertisement. This is sometimes referred to PPC (Pay Per Click) and is an advertising model supported by the top search engines
If you would like to discuss how search engine marketing can drive qualified traffic to your website, contact eBiz ROI for a free, no obligation consultation.