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Search (Engine) Marketing, mainly it comprises two ways to increase your search engine visibility, traffic and conversion. One of them is improving your organic search engine rankings (SEO), the second is paid listing and advertising (WA).

Organic rankings
are what you get for free. That is, you 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 your submission). Finally, the robot reads your content and puts your site into its index. Now your site will be found by this search engine when people query for some words contained within your pages. Obtained this way, your positions in the result list are called your “organic search engine rankings”.

Paid listings
are different, you pay the search engine and it guarantees the inclusion of your site in the index. Moreover, many search engines offer advanced pay-for-performance programs, such as showing your site / ad in the search results for the keywords of your choice. These are the so-called “sponsored” results. Most commonly, you will have to pay a specified rate for each visitor that comes to your site from this search engine by clicking on these ads.

The aim of SEM is to find a proper balance between organic and paid listings. This goal is broken down into several more specific aims in both directions:

for organic listings:

• Improve traffic quantity: get as much traffic as possible;
• Improve traffic quality: get high rankings for exactly those keywords that bring you visitors with the best conversion rate.

for paid listings:

• Decrease expenditures by switching off advertising for underperforming keywords;
• Improve conversion by choosing the right keywords to target (as well as the right search engines themselves, of course).

SEM includes and uses the techniques of Search Engine Optimization (SEO) for organic listings and Web Analytics (WA) for both organic and paid listings.

Source: Web Ceo

Post colocado em 10.12.07 por PB
Arquivado nas categorias: SEO & SEM