Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are the most effective ways to increase traffic to a given Website. When done properly with long term campaign commitments and diligence, SEO/SEM can lead to increased notoriety and a focused spectrum of visitors.
SEO vs SEM
SEO is essentially the beginnings of SEM. To effectively market a Website it must first be optimized. The SEO process involves stocking the Website with relevant content that is specific to the audience the Website is intended for. Relevant components such as titles, keywords and Meta Tags are embedded into the underlying code of the Website pages.
The second part of the a SEO/SEM campaign is to start marketing the Website around the internet. The most effective way to do so is to keep producing content.
Contrary to popular belief, Search Engines are so advanced that they understand basic language skills and are able to decipher proper linguistics, so the general content of the pages is fine tuned to utilizing specific verbiage and enticing phrases. Press releases, news articles, reviews, events and of course blogs are all pieces of SEM that boost rankings among the Search Engines. Search Engines love new and fresh content. The Search Engines will come back to a site more often, if in fact, content is added on a frequent basis. The Search Engines collect the information in these articles and compare the data to the content of the Website as a whole. As the amount of content on the Website grows, the amount of data stored for searchability by end users on Search Engines grows.
Overall, this is most effective when done as an ongoing process. SEM should be part of any Website’s perpetual marketing budget. When SEM is done once or for short periods of time, the content gets stale and the Search Engines pass over it.
Fresh Content
Utilizing a tool like a blogging platform (WordPress) is the best way to keep a website and its content relevant. Blogging is not only used to express opinions and interests, but it is the perfect way to distribute news, upcoming events and press releases. By adding content to a blog on a regular basis, it will keep readers interested.
Adding a blog component is a simple setup and should not be overlooked. WordPress itself can be added to a Website in a folder and the appearance of the blog can be easily skinned to fully and seamlessly integrated with the rest of the Website. The backend of the WordPress platform is easy to learn and simple to use.
The other great thing about WordPress is the fact that it has been built from the ground up with SEO as a priority. Search Engines frequent WordPress sites because of the way it has Pingbacks and Clean URLs built right in. These are features that will help Websites climb the ranks of Search Engines when content is added on a regular basis.
Third Party Content
Search Engines also compare relevant content across all Websites. If there is content about a specific topic on a company’s website, the Search Engines will compare that to a review on the company and the search results will show up next to each other in the search results presented to the end user.
This information is important because in today’s market everyone has an opinion and it can be voiced. Not everyone likes the same things or views experiences the same. If someone utilizes a review site to voice an opinion about a company or experience, it may not be what the provider had in mind for a review to be. Websites like CitySearch and Yelp are open to anyone. People can register and post a review or opinion on an experience they had. While everyone has the right to do this, it may not be what the business owner was looking for as a favorable review.
To combat this, it is important to be active in submitting content and being a part of these third party Websites. With tactful responses, these reviews and opinions can be counteracted with subjective content that is in favor or the business or organization. This also servers a humanistic approach that someone knowledgeable is taking the time to actively respond to another person’s opinion and tends to boost the reputation of the entity begin reviewed.
Closing
All in all, SEM is an ongoing aspect of a successful marketing plan. As time goes by, the nature of writing content for a Website becomes second nature and the thought of putting new information out for the world to indulge in is exciting. Expressing thoughts, news and keeping others abreast with the happenings is very satisfying and leads to constant exposure across the largest information medium in the world.
Pier Marketing is a marketing firm that has worked closely with various companies to develop eCommerce applications. To learn more about eCommerce applications and development. Please contact us today for a no obligation consultation.
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Tags: online marketing, search engine marketing, search engine optimization, sem, seo
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