The Fundamentals of Search Engine Marketing
In the past, the marketing plan was restricted to a few forms of media.
These techniques often required paying hefty sums to top-down
gatekeepers. As a result, marketing campaigns could become very
expensive. However, these media formats contained very little
infrastructure for targeting ideal consumers.
However, the rise of the internet and e-commerce unleashed a new
paradigm on the marketing community. While web marketing encompasses a
number of different powerful strategies, search engine marketing (SEM)
has become one of the most important tools for growing a brand. Several
effective techniques can be used to connect a web presence to a
specific keyword. In a sense, this allows companies to connect products
and services to specific ideas. While each keyword choice will generate
different results, the marketer is free to experiment with a broad set
of terms that might attract a very specific type of consumer. This is
vastly superior to the very limited targeting options that were used in
older media formats.
Essentially, search engine marketing is the promotion of a web presence
in various search engines. The broad goal is to generate relevant web
traffic. The narrow goal is to produce associations between a brand and
specific ideas. This allows consumers to connect a product or service
to a specific thought. On the balance, this helps companies solve
specific problems for the consumer.
Understanding Organic SEO
Organic search engine
optimization (SEO) is a content-driven method for improving
the ranking of a website in search engines. While this process
generates a good return on the marketing investment, it can be one of
the more time invested methods. Essentially, the web presence is fine
tuned to provide meaningful content that relates to the targeted
keywords. This takes some serious experimentation with the actual
content on the site. Different keywords, back links, and text subjects
must be tried to find the perfect blend that generates top results on
the search engines. However, these organic links are very attractive to
consumers. There is a level of trust associated with compelling
content. Some organic search engine optimization campaigns will involve
purchasing external marketing that increases back links to the web
site, which will help increase search engine rankings.
Pay Per Click Marketing
Pay per click marketing specifically refers to a marketing strategy
that many websites use when buying advertising. Essentially, the
company only pays for the advertising that actually gets clicked on.
The marketer exclusively pays for impressions that generate a click.
There are pay- per-click (PPC) search engines that allow brands to
associate with keywords. The advertiser simply pays a rate per click,
and impressions are generated alongside specific search terms.
Viral videos are very popular. There are strategies that allow brands
to generate traffic through videos on video hosting websites. Video
search engine optimization (VSEO) allows a company to promote a video
on a website. These results also have a higher probability of appearing
on search engines like Google. With a viral video, a brand can use
compelling video content to associate with specific keywords.
Ultimately, search engine marketing works like a global telephone book
on steroids. Rather than searching for a specific company on demand,
consumers are presented with websites in connection to thoughts and
searches. Competitive companies in today's marketing mix should employ
an aggressive and comprehensive search engine marketing campaign.
Article Source: http://www.articlesbase.com/internet-articles/
About the Author
Joshua Robertson is a freelance technical writer
that enjoys sharing his knowledge about SEO
and search engine marketing