Search Engine Marketing (SEM)

Promoting your website

 

 

Search engine marketing (SEM) is promoting your website online. These activities are strategically designed to enhance your website’s ranking on search result pages. Whether through search engine optimization (SEO) techniques or search advertising, the ultimate goal remains consistent: helping your target audience find your website. Targeted traffic generates better leads.

SEO and Search Advertising to Promote your Website

Search engine marketing is categorized into two segments, the first and most cost-effective being search engine optimization (SEO), also known as organic search or free search. The second involves search advertising, which is a form of paid advertising. Search advertising methods include pay-per-click advertising, ad remarketing, and affiliate marketing. Both free and paid SEM activities are strategically designed to drive relevant traffic to your site.

  • For organic (free) search, relevance is established through search snippets, which are the text directly appearing under your site’s URLs on a search result page. This text should be crafted to entice searchers to click on your URL.
  • In the case of search (paid) advertising, relevance is crucial between the search ad copy and the web or landing page that the searcher lands on after clicking your ad. The correlation between the ad and landing page significantly influences how often your ad is displayed. Ensuring a highly relevant ad to landing page copy is one effective way to reduce ad costs.

Keyword Research

Effective keyword research should be the foundation for every SEO and search advertising campaign. This process is instrumental in identifying relevant keywords and keyword phrases, guiding the optimization of each page on your website. Additionally, it provides insights into how your site compares to the competition in terms of search engine rankings for these specific words.

The relevance of keywords is a crucial factor in search engine ranking. These ranking factors significantly determine when and where search engines display your company’s search blurb or ads on a search result page.

Questions?

Have questions about SEO, SEM, or something else? Use the button below to email us or for immediate help, call 360-834-2780. We look forward to working with you.