At just about every turn nowadays, you hear smart businesspeople like yourself talking about marketing on the search engines. There's also a lot of confusion about what this actually is so we're going to dispel all of the myths and give you the facts about how it relates to web marketing.
First of all, the purpose of marketing on the search engines is to increase the number of visitors (or "traffic") from the search engines such as Google to a website. And proper search engine marketing (SEM) studies how many visitors actually do what the website wants them to doâ€¦ the "most wanted response" or MWR. The MWR could be as simple as filling out a contact form to the more complex like making a purchase. To increase the number of visitors to a website, one must increase the website's search engine visibility. This is the spot that your website shows up for a particular keyword or phrase in the search engine results pages (SERPs).
Let's Take A Look At An Example Of Effective Search Engine Marketing
Let's say that a person hops on Google to search for a "laptop computers". They type "laptop computers" into the search box and click "submit". Up pops the SERPs for 44,000,000 webpages! Now, if you sell "laptop computers", you're website is probably somewhere in those 44 million pages but the amount of traffic that you receive from Google depends entirely upon your page's position. If you're the first listing then you'd probably get about 30,000 visitors per day. However, with each spot farther down the page a listing is, it'll receive about 40% less traffic than the listing before it. So, the #2 listing would receive about 18,000 visitors per day, the #3 listing about 11,000 visitors per day and so on.
Because of this drop in traffic, if your site isn't within the first 20 listings, you'll receive very little traffic for that particular keyword. And in this case, if you were #20, you'd only receive about 3 visitors per day.
Now, that's the narrow definition of Search Engine Marketing and Ace SEO & Web Design takes a little broader view of SEM. You see, we tend to ask a different questionâ€¦
How Visible Is Your Business Online?
After all, marketing is really about getting the message out to potential buyers or clients about your product or service. So, we believe that there are two ways to carry out search engine marketing: 1) Search Engine Optimization (SEO); and 2) by implementing Pay-Per-Click (PPC) and paid inclusion listing methods (such as purchasing banner space or other advertising all over the Internet.)
Both methods have positives and negatives. For example, PPC advertising and paid inclusion are extremely fast. They can deliver traffic within seconds of placing an advertisement but they also cost money. Therefore, a lot of website owners choose SEO because the goal with SEO is to deliver free traffic to the website. But while the traffic is eventually free, SEO can be extremely time-consuming depending upon your competition. In the example above, it'd take a great deal of time and effort to get on the first page of SERPs and it might actually be impossible to get the #1 spot because that spot is occupied by Best Buyâ€¦ a company with a great deal of money to spend on marketing.