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Marketing Mindz
18 November 2014

Understanding Search Engine Marketing

Posted by: Marketing Mindz

The Internet has also become a competitive place for marketing. Search Engine ranking holds a great importance for any business website. Search engine marketing techniques are employed to get higher search engine result pages (SERP) ranking. Search engine marketing is a form of internet marketing that consists of unpaid Search engine optimization (SEO) and paid techniques like pay per clicks. Each of these techniques hasits own benefits and costs that need to be understood before investing. Whatever be the technique, the goal is to bring more and more traffic to the website.

Search Engine Optimization

SEO or Search engine optimization is an organic way of generating traffic to a website by achieving a higher ranking on the search engine result pages. There are many popular search engines like Yahoo, Bing, Google, etc. Google is the most used search engines out of all. These search engines work on certain search algorithms. To come in the front pages of the search results it is important for a website to get first indexed by the search engines. For that, it is important to keep updating the website with content that is more relevant to the business of the website.

Advantages of SEO

  • It is an affordable search engine marketing technique. It is affordable because it is free to do it. Search engines do not charge a website for making it SEO friendly.
  • The traffic that is generated through SEO is prequalified, there are therefor more chances of it getting converted into a promising lead.
  • For searchers, credibility of search results is more as compared to the paid advertisements.

Disadvantages of SEO

  • It is a labor intensive technique as it takes a lot of time and efforts.
  • It is not a onetime process as the website and its content needs to be updated regularly. Moreover, search engines update their search algorithms on a regular basis, which affects the ranking of a website significantly.

Pay per Click

Unlike SEO, it’snot a free way of marketing wherein search engines display paid ads at the top and side of the search engine results. It is gaining popularity these days. There are many good Pay per Click Management companies that can ease out the process for businesses.

Advantages of PPC

  • Unlike SEO, a PPC ad campaign can be created and launched in a few days.
  • You need not bring any significant changes to your website.
  • Geographic targeting of the ad campaign is possible with PPC.
  • The Payment process of PPC campaigns is and cost effective as you need to pay to search engines only when some clicks on your ad. You can track the statistics of your campaigns.

Disadvantages of PPC

  • Although, you can target to a captive audience through PPC, but in long term SEO pays off as searchers find the PPC ads less credible as compared to search engine listed pages.
  • It is paid and not free.

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