What Search Engine Marketing is can be broken down into two major categories – Search Engine Optimization and Pay Per Click Marketing.
Search Engine Optimization (SEO) is the process of helping your website achieve greater visibility with the search engines for select keyword phrases that drive customers to your website.
SEO starts out with defining the exact keywords and keywords phrases that your potential clients/customers are using in the search engines. Theses keywords are then incorporated into your site in a process of on-site optimization.
On-site optimization also takes a look at the underlying code of your site, internal linking schemes and more.
There is also an off-site attribute to SEO called link building. Link building is the process of acquiring relevant and targeted links to your website from other websites.
Both the on-site and off-site optimization included in SEO should have a positive impact on how your site is indexed by the major search engines for the keywords that drive your business online.
Pay Per Click (PPC) Marketing is, as it sounds, a method to market your website via the “sponsored link” sections on the search engine result page and you pay per click on your ad.
PPC allows you to target a wide variety of keyword phrases relevant to your services and drive customers to pages that you choose on your website offering exactly what the visitors are looking for. This allows you to better target your customer with information that they will find relevant and thus have a better chance of converting them into a customer.
One thing to keep in mind is that PPC requires a daily budget in order for your ads to be displayed to search engine users. This budget varies from industry to industry based on the competitive nature of the keywords you wish to target.
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