Search Engine Marketing

Search Engine Marketing: This is a part of business marketing efforts that is aimed at increasing traffic (the number of visitors) to the website from the search engines. Additionally, it addresses conversion (the percent of visitors who become buyers).

Search Engine Visibility: This is the position of our site in search engine results for certain keywords that people type in the search box to obtain these results. Together with the power and size of our banner / ad network, our affiliations and partnerships, SE visibility comprises a broader concept - Web visibility (online visibility).

Organic Search Engine Rankings: Organic rankings are results that we get for free. That is, we create Web copy and publish it, then after a certain period of time a search engine robot finds it (either by itself or as a result of our submission). Finally, the robot reads our content and puts our site into its index. Now our site will be found by this search engine when people query for some words contained within our pages. This way to get position in search engines is known as “Organic Search Engine Ranking”.

Paid Listing: Pay a search engine and it guarantees the inclusion of our site in the index. Many search engines offer advanced pay-for-performance programs, such as showing our site / ad in the search results for keywords of our choice. These are the so-called "sponsored" results. Most commonly, we will have to pay a specified rate for each visitor that comes to our site from this search engine that clicks on these ads.

The following are the main goals of Search Engine Marketing:

1. Improve Web visibility and get as much traffic as possible.

2. Improve traffic quality: get high rankings for exactly those keywords that bring visitors with the best conversion rate.

3. Decrease expenditures by switching off advertising for underperforming keywords.

Search Engines Marketing Methods:

Search Engine Optimization: SEO is about changing the HTML code of our pages and the structure of our site in such a way that when an SE robot reads the site, it can understand that the pages have valuable content related to our keywords, and then rank them high. SEO also tells about ways to increase our link popularity - the number of links from other high-ranked pages to our site. This is important because most search engines consider our link popularity a vital ranking factor.

Bid Management (PPC): This is about controlling bids, the amount of money we spend maintaining our visibility in the sponsored listings. Usually we try to detect the best converting keywords and keyword groups, in order to increase bids on them; as well as decrease or take off bids on keywords that don't break even. Attention also should be paid to leveraging our paid and organic listings, so to spend less on paid advertising campaigns when we get enough traffic from natural results, and invest in paid advertising when an algorithm changes or strong competitors force we out from the top positions in the organic listings.

Web Analytics: This is about getting, analyzing and using the information about our visitors, their details, their behavior on our site, the ways they have found our site, the efficiency of referrers and advertising, conversion rates, and, together with all that, E-Commerce information.