The continued increase in search engine usage has created new opportunities for companies to reach previously untapped customers. Search Marketing is made up of two main components:
“Push vs. pull” marketing
- Search Engine Optimization (SEO): When a search engine is used to search for a keyword, a proprietary algorithm decides which websites are most valuable to the person searching for that term. Webstratics uses SEO to improve your position in search results by strategically managing the internal and external factors that are known to affect search rankings.
Internal factors can include keyword usage in your website's headlines and body copy. External factors can include reputable links to and from other sites, directory submission and more.
The higher your site appears in the search results, the easier it is for customers to access your site and the greater your awareness becomes.
- Search Engine Marketing (SEM): SEM uses text-based search engine ads — commonly called Pay-Per-Click ads — to reach customers at the exact moment they are making a buying decision.
Online marketing works in a manner opposite of most traditional advertising. In the past, a company would create an ad, billboard, radio spot or tv spot, for example, and “push” it out to their target audience via the mass media.
The key to search marketing is to remember that online, the customer initiates the contact. When they search for your product or service, they use the search engine to “pull” the most relevant information to them. Strategic use of SEO and SEM ensures that your website is prominently included in their search results.