A Search Engine Marketing firm in today's market should create an Online Marketing campaign with key strategies to bring highly qualified visitors to your website from the major search engines. Search Engine Marketing targets visitors that are expressing interest in your products or services by asking the search engines for information related to your field.



A common practice in Search Engine Marketing today is Search Engine Optimization - SEO †the strategy of creating a website as a relevant source in regards to a websites information. This allows your website to appear on the search engine in the area many associate as being the search engine‘s choice website for a topic of information.

Traditional SEO complimented by a Sponsored Search campaign commonly referred to as PPC - Pay-Per-Click or CPC †Cost-Per-Click marketing allows companies to target keywords beyond what their website may currently focus on. Sponsored Search also allows a website owner to have a flexible strategy when it comes to choosing the keywords they would like to attract visitors for or the geographic area they would like to target.

Search Engine Optimization and Sponsored Search combined create a complete SEM - Search Engine Marketing strategy. Search Engine Marketing gives many visitors the impression that your website because it is at the top of the search engines is a qualified information source.

The quality of website visitor traffic can vary based on your website positioning. When being placed at the top of the search engine you are most likely to attract an active and ready to act shopper. Whereas being placed on the second or third page of the search engine you are more likely to attract a researcher visiting your website.

Once a visitor arrives at your website you want them to perceive you as a relevant source of information. They already are linking you as relevant to a specific topic because the user found you on the major search engine. The next step in the communication channel in developing a relationship when a visitor arrives on your website is relevant content. Visitors to your website can represent many objectives in the online world including turning a visitor into a lead or sale. When creating your online marketing strategy for your business it is important to focus on the results you would like to see your website deliver †leads or sales †create a concise message you would like your visitor’s to receive.

Qualified website visitors can arrive from both types of search engine positioning, Search Engine Optimization and Sponsored Search. We find it is best to test Search Engine Marketing and its effectiveness for your website by starting with a Sponsored Search campaign and using the data built up in your campaign from Sponsored Search to create your Search Engine Optimization campaign. A Search Engine Optimization campaign is not as dynamic for targeting as a Sponsored Search marketing campaign can be, though a Search Engine Optimization campaign will bring you highly qualified traffic.