Search engine marketing is an important component of search engine optimization and also acts as an end to end solution. A search engine marketing campaign can be used as a means to drive organic traffic to your website. SEM is different from SEO. In SEM, the primary objective is to increase exposure by generating keyword results in the Search Engine Results Pages. Unlike SEO, where content is king and keywords signify the being a search engine, SEM revolves around the architecture and content of your site.
In any given search, a user will type in a keyword or phrase. This will pull up multiple search results that correspond to the keywords the user entered. These results will be based on a set of algorithms and content developed by the search engine. There are two sides to search engine marketing. On the one side, the side that you’re on right now has a set of search engine results based on Pay Per Click (PPC) advertising. On the other side, there are organic search results that are pulled up by the search engine itself.
A good example of organic search results is: Google – which mean search engine results powered by the user’s search query. The example pulls up 21,300,000 results for the phrase “Greece Holidays”. On the other hand, using the keywords “Greece Holidays” as part of a Google AdWords campaign will generate 6,600 results. The lessons learned here are pretty simple. If you’re planning on setting up a PPC campaign or a traditional organic SEO campaign for your website, element of control is something you need to be mindful of. You can’t use PPC as the only organic SEO strategy, because it’s such a quick win. Also, generate as much traffic as possible from all sources other than the search engines.
The reason behind it is that the smart contacts in the world wouldn’t tell you about this. In addition, the other connections you make will generate more traffic to your site by means of linking and mentions. So when you see “Web Marketing” on Google’s search results, it is because the company is trying to link content from all over the internet to what is being promoted. The Warmer Games (dot com) games site is a perfect example of this. Each link on the site is about 20-25 words and will result in traffic to your site.
In addition, it will also give you some control of what appears on the listings. Finally, it is always a great idea to make your site search engine friendly. This means giving the search engines what they want. Can you imagine a search engine that constantly varies it’s algorithmic responses? No chance. It’s the same with the constant changes in algorithms. The search engines programmers are continually tweaking their processes and ways of response to queries.
About Those said…
While there is much complexity to SEO, there is a simplicity that flows through all of it. Search engine optimization is based on a specific plan of attack. The success of your campaign is dependent on using the correct keywords, making sure your site is optimized with HTML tags and content, using SEO friendly links and placing content with the proper formatting. Did I just forget to mention content? Let me just briefly mention that SEO is a game of content. Your site needs to have enough content as well as valuable and compelling content that will keep your visitors from leaving the site or one that will keep them from becoming either your client or a frequent visitor.
SEO On Page Set Up
The on page SEO is considered to be the delicately worded tags and code that you enter into the “HTML” of each page of your web site. Search engines look for HTML tags as well as site maps to get a pretty good idea of what they can expect to find on each page of your site. You want to enter code that is clear and will tell them what you consider to be the most important content of your page.
Some of the important HTML tags that you want to look at is the title tag, the H1 tag, and the H2 tag. You want to look at all three of them with different eyes, and ask yourself what you personally would use to find this content.
In Title tags, use the most important keywords at the beginning. Be careful not to make this too long, and make sure the title is relevant to what is on the page. A title of “W icing a cake”, for example, tells the search engine nothing about the actual content in the site.
The H1 tag is very important, and you want to use keywords. A title of “How to icing a cake” tells the search engine that the site is selling a book on how to icing a cake.