Search engine marketing is an umbrella term that describes a particular niche of internet marketing activity. Ultimately all of the different methods described under the term have one goal – to promote a website by increasing its visibility in Search Engine Results Pages (SERPS).
There are a variety of different methods used in search engine marketing though. These range from arguably conventional advertising arrangements to more complex methods that exist exclusively on search engine platforms; here are the two types of search engine marketing that form the backbone of the industry:
SEARCH ENGINE OPTIMISATION
This is one of the most effective ways of search engine marketing because if its done well, its practically invisible outside of your websites prime position in SERPs. Search engines deliver results based upon the keywords that users enter in their search query, returning the websites that their algorithms judge to be the most relevant to that specific query.
SEO is the strategy whereby the volume or quality of traffic to a website is improved by making sure that the site appears higher in SERPs. The idea is that by targeting keywords specific to the websites target audience, the likelihood of reaching a relevant user is much greater.
Search engine optimization differs from other forms of search engine marketing in that it is a form of ‘natural’ promotion – of making a site feature better in the ‘organic’, unpaid portions of SERPs. There are many different tactics used in SEO but ultimately it is based around the strategic manipulation of links, page content, meta information, site design and search engine policy to target certain keywords and certain search engine users.
PAY PER CLICK
The other side of the search engine marketing coin is PPC – Pay Per Click advertising. This type of advertising model, where advertisers only pay the host if their ad is clicked, is used across the internet but has some significant differences with Search. On search engines, advertisers typically bid on keyword phrases that will likely be used by their target audiences; PPC adverts on content sites are normally charged on a fixed price per click rather than via a bidding system.
PPC adverts typically appear in a separate area of the SERPs than organic results, to reassure users that results are being delivered to them via relevance rather than advertising budget. The three largest networks in search are, perhaps logically, the three largest search engine operators: Yahoo Search Engine Marketing, Microsoft AdCenter and Google AdWords. Each has different benefits to advertisers and fiercely competes to lead the way in Paid Search advertising.
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{ 10 comments… read them below or add one }
I believe one should always first try to get ranking in search engines (a.k.a. Getting listed organically) rather than doing PPC Advertising.
But some people do claim to have huge success with their PPC campaigns. Some people do solely use ppc.
But I think PPC can be quite costly if you don’t know what you are doing.
Nabeel
Both can be very effective methods. I prefer SEO and ranking organically. However, PPC can be very effective if done properly. You don’t have to invest a fortune to make money online.
Search Engine Optimization Company in India improve search engine keyword positioning/ranking using latest techniques & marketing trends in UK.
I mostly keep in mind almost all of this “tips” when working with web-pages. But I didn’t know about the “Keyword Density”. Thanks a lot for the data, really appreciated.
I never heard some of those methods before. Thanks for sharing with us.
Hi Anil
Quick question…Do you have any experience with Chitika. They have dramatically changed their advertising rules awhile ago and you are required to get approval for every site. I have not really used them because its a pain in the butt in my opinion to have each site approved. Looking forward to hearing back. Have a great weekend.
Hi Darrell
No, I have yest to try Chitika as a monetization method. You are welcome to share your experience with this advertising network
I tend to concentrate more on SEO than PPC, but both are definitely good techniques.
Yet still, natural search engine optimization usually gives a much higher return on investment than pay per click. I really mean that.
SEO is a good way of getting exposure for a website
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