Search Engine Marketing
Search Engine Marketing is the skill of ensuring your website is found when your customers look for your products and services on search engines. There are two strands to this:
Search Engine Optimisation (SEO)
- It's easy to get the impression that your website will work for you by automatically giving access to new customers and generating new sales. SEO is the missing link that makes it happen. Otherwise your website just sits there, hidden from the purchasing public.
- Search Engine Optimisation mainly involves making adjustments to your website to help the search engines understand how to match your website to the things people search for.
- Other things contribute to promoting your website's position in the search engine rankings. Some have a more serious impact than others and some don't warrant the effort. In this cost concious period it pays to ensure the essentials are working in your favour.
- You will benefit from Search Engine Optimisation because:
- Nearly everybody uses search engines to find the products and services they want.
- Your potential customers search for products and services rather than company names. How can they type in your business name when they haven't heard of you yet?
- Make your website focus on products and services in a way that a search engine can understand and new customers will find you. You will sell more.
Pay per click advertising - Google Adwords
- Pay per click advertising has a more immediate effect than SEO and is more cost effective than any other form of advertising. Providing you set it up correctly.
- The main pay per click advertising scheme is Google Adwords which appears as sponsored links on the search engine results page. Other search engines have similar schemes but since Google has such a huge slice of the search engine market Adwords should be considered before any of the others.
- The biggest earning advertiser in the UK and Ireland is Google. That is because pay per click advertising works.
- Here is a picture of a Google search engine page with the Adwords shown as sponsored links in the red box. The search results outside the boxes are called organic or natural search results and these are the results of websites that have good search engine optimisation.
- It is nearly always good to use both search engine optimisation and Google Adwords as an integral part of marketing your business. Google Adwords provides useful data to improve your search engine optimisation.
Read more about Search Engine Optimisation
Read more about Google Adwords Northern Ireland
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