Search Engine Marketing - Calgary

Search Engine Marketing is a kind of buzzword which nowadays can be heard from here and there many times a day. Here we give you an exact definition of what it refers to, and an idea about how it relates both to Search Engine Optimization and Internet Marketing.

Search Engine Marketing is also known as Search Marketing, the definitions that follow are the basics; if you are an expert / advanced Search Engine Marketer, you can skip these terms; otherwise we recommend that you read and understand them.

Search Engine Marketing is a part of a business's marketing efforts which is aimed at increasing the traffic (number of visitors) to your Web site from the search engines, as well as their conversion (the percent of visitors who become buyers). The first is achieved by increasing your search engine visibility, i.e. the position of your site in the search engine results for certain keywords people type in the search box to obtain these results. That is, if someone wants to find and buy a drill bit, they will open, say, Google search engine and type "drill bit" in the search box. Google will list, for instance, 1 million results. If you sell drill bits or offer any services related to them, your site may be listed among these 1,000,000 results. And here, everything depends on how deep you are. If you are on the first or second page of the search results, it's more likely that such visibility will bring you many visitors and customers from Google. If you are the 300th result, it's unlikely that someone will come to you from Google at all. This is why Search Engine Marketing is such a powerful tool.

Together with the power and size of your corporate branding network, the search engine visibility makes part of a broader concept - Web visibility (aka Online visibility).

Let's return to the Search Engine Marketing. Mainly, it comprises two ways to increase your search engine visibility, traffic and conversion. One of them is improving your organic search engine rankings, the second is paid listing and advertising.

Organic rankings are a powerful search engine marketing tool as they are what you get for free. That is, you create a Web copy and publish it, then after a certain period of time search engine robot finds it (either itself or as a result of your submission), reads and puts your site into its index. Now your site will be found by this search engine when people query for some words which your pages contain. Obtained this way, your positions in the result list are called your "organic search engine rankings" and this is a result of search engine optimization.

Paid listings are a different component of search engine marketing: you pay to the search engine and it guarantees the inclusion of your site in the index. Moreover, many search engines offer advanced pay-for-performance programs, such as showing your site / ad in the search results for the keywords of your choice. These are the so-called "sponsored" results. Most commonly, you will have to pay a certain rate for each visitor that comes to your site from this search engine by clicking on these ads. This is therefore a more costly form of search engine marketing.

The aim of Search Engine Marketing is to find a proper balance between organic and paid listings. Want to get going, Contact us now!