At a high level, Search Engine Marketing takes two main forms – Organic & Paid Marketing. Let’s take a look at an average search engine result page to better understand the difference (click to view the full picture):
As you start skimming through the results on a Google search engine result page (SERP), you’ll notice the top left area is a paid search area. This means this section is reserved for those who have opened a Google Adwords account, and actively pay to have their listing displayed. In the above picture, all the blue areas represent listings reserved for businesses willing to pay to be listed. Not all search results look exactly like the above photo, however it’s an accurate representation overall.
We accomplish listing you in the paid search results by creating an account for you in Google Adwords and Bing Ads. We have exact control over which ads we show to people based on day, time of day and geography. We can then generate reports including searches, clicks, conversions (sales) to give you a complete understanding of where your ad dollars are being spent, and the return on investment of this ad spend.
As you move past the first paid block and stay on the left side of the screen, you’ll come across the green organic search area. This area contains website listings that are organic, or listings that you cannot purchase. Google uses a complex system to find, catalog, sort & display websites in its search results.
We accomplish listing you organically by building search friendly websites, or auditing & updating existing sites. Search engines utilize many signals to categorize & list sites, which include on-site search engine optimization factors like content, media (images, etc), menus, overall site setup and includes off-site factors like links pointing to your site and mentions about your site & company.
One major signal search engines use to determine the order of organic listings are the quality and quantity of backlinks that point to an individual website. To better understand that last sentence – imagine organic search being an election, and imagine each link were a vote. Search engines analyze these “votes” in many ways to attempt to understand aspects of a site such as authority, relevance, trust and popularity (to name a few), which are then used to influence the results & their respective order.
On any given day online, 59% of those using the Internet use search engines, which has doubled since 2004 (see pew report). Currently, over 90% of all adults online are using search engines. Need I continue? The point here is your current & potential customers are using search engines on a daily basis to find what they are looking for, and you need to visible when relevant searches are taking place.
Our Process Is As Follows:
At the end of the day our goal is to help your business utilize your website as a business tool. We want to ensure your website is generating emails & phone calls for your business & get your website in front of the people searching for what you have to offer, with the end result being a return on your marketing investment.
We provide affordable Website Design and Development Consulting to the Lehigh Valley, Allentown, Easton and Bethlehem Pennsylvania areas. More About Us