What is Search Engine
Search Engine Marketing involves implementing a number
of strategies to bring qualified viewers to your site
with an intended action for the viewer to either purchase
something if the site is a store or contact you if the
site offers a service. These strategies include search
engine optimization, site submissions for organic search
listings, sponsored link or PPC (pay-per-click) campaigns,
directory listing, local business listings, the use
of other applications such as the submitting of XML
site map pages for search engine spidering and finally
tracking and monitoring traffic on your site.
What is Search Engine Optimization?
Search engine optimization is using standardized practices
in designing, coding and maintaining your web site so
that search engine spiders will be able to follow, index
and rank your web sites pages accordingly. The objective
is to get a high rankings (hopefully in the top 10,
at least in the top 60 spots on SERPs, search engine
results pages) in the area of organic searches, the
area of SERPs that are not sponsored links.
What are Search Engine Spiders?
Over time, the search engines have developed sophisticated
programs that go out on the internet, locate web site
URL’s that have been indexed in their databases,
and “crawl” the pages found on a site. What
this means is, they start at the top of a page and work
their way through, recording everything on that page.
But, keep in mind, they only thing they record is text.
That makes the challenge of search engine optimization
so compelling. Make a site look great and write the
code in such a way that the search engines record pertinent
What is your Key Word, Key Word Phrase or Search
This is where you are found after a search word or
phrase has been entered by a viewer. Your position could
be on the first page, spots 1-10, or any subsequent
pages after that. No spot is guaranteed. Good key word
positioning comes from a well optimized page targeting
specific key words or phrases.
What are Organic Searches?
Organic searches are the search results that show up
on the left side of SERPs (search engine result pages.)
Organic searches are generally a mixture of commercial
sites and informational sites. There is no control or
guarantee that a site will hit the number one position
or that it will stay there. The reality of the fact
is that one day your site could be in the number one
spot for a search phrase and the next day it could be
on page 10. Believe me, it happens, it happened to us.
What are Paid Inclusions on Search Engines?
Some search engines offer paid inclusion. This pertains
to organic searches. You pay a fee and you are guaranteed
that your site will be indexed in a specific period
of time. There is no guarantee of your position. Your
position will adjust depending on how relevant your
page is to the search phrase a viewer is searching for.
What are PPC Sponsored Links?
The two primary PPC (pay-per-click) companies on the
web today are Google’s AdWords and Yahoo’s
Search Marketing, run by Overture.
Through a bidding process, specific key words or key
word phrases are guaranteed a specific spot in the sponsored
links area, usually found on the first two or three
spots above organic search results or, on the right.
PPC advertising costs only the amount of the bid you
have made for a key word times the number of times your
ad is clicked on. Bid amounts can range from a minimum
of from 5 cents to any amount depending on how popular
a key word phrase is.
Sponsored Link advertising targets highly qualified
viewers looking for specific products or services.
Who Needs Search Engine Optimization and Why?
Anyone who plans to be successful with their internet
Who Needs to Consider PPC Sponsored Advertising
PPC sponsored links should be considered as an adjunct
to organic search engine optimization. These programs
can fit any marketing budget.