Search marketing

Simply put, search engine marketing (or SEM) is using search engines to market your products and services. There are 2 basic options for SEM, each of which has its pros and cons.

Search engine optimisation (SEO) or natural search

SEO is the art of getting your website to the top of the "natural" search rankings, or in layman's terms getting to the top of Google.

The search engine's primary aim in live if to find the content for its users that they are looking for. So successful SEO is based around providing that content and making sure that the search engines can see it and think it's good.

To find out more about SEO click here.

Pay per click (PPC) - Adwords

Pay per click is the other way to get to the top of the search engines. We use focus on Adwords, the market leader from Google. Instead of appearing in the main results (the "natural" listings), you create adverts that you pay to appear again key search terms (keywords).

This guarantees exposure, but doesn't guarantee success. To find out what's involved, read more about PPC.

Which is for you? - the pros and cons

Here are some thoughts ...

	PPC	SEO
Pros	quick flexible accountable measurable controllable "guaranteed" results	Long-term benefits Low cost once established No media cost Achievable through best practice web development
Cons	Set up costs On-going costs User sceptism (a significant %age of users don't click on the ads)	Set up may be costly slow moving hard to measure no guarantees subject to changes in algorithm
Summary	Market driven - you get what you pay for	Art not a science, where well presented quality content will win the day

Need some help?

If you would like some help understanding what search marketing can do for your business, why not call 0845 838 2328 and we can arrange for an hours free consultancy.