Synergy in Search Engine Marketing
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There are three main areas of search engine marketing: Search Engine Optimization (SEO), Pay-per-Click (PPC) and Paid Inclusion. The individual effects of these processes are proven to be beneficial to online advertisers, Internet users and Web site owners, but when they are combined, the results are much more powerful.
Article written by Tiffany Guarnaccia for Searchfeed.com Corporate Communications
Overview
Synergy, defined as "the working together of two things to produce an effect greater than the sum of their individual effects," is a concept that should be implemented in search engine marketing (SEM). There are three main areas of search engine marketing: Search Engine Optimization (SEO), Pay-per-Click (PPC) and Paid Inclusion. The individual effects of these search engine marketing processes are proven to be beneficial to online advertisers, Internet users and Web site owners. But, when they are combined, the results are much more powerful.
In this article, two parts of search engine marketing SEO and PPC will be examined individually, noting strengths and weaknesses. Then, we will examine the positive effects of using both SEO and PPC together, and how together these processes create a stronger SEM campaign.
The Individual Search Engine Optimization Process
In SEO, Web sites are ranked according to the amount of relevant content they contain, link popularity, and a variety of other criteria that typically vary from search engine to search engine. Optimization is based on the idea of appealing to search engine spiders that read HTML code, emphasizing on specific keywords based on a Web site's target audience. A Web site's ranking within search results is typically determined by the amount of correlating keywords found by the spider and other metrics which are included in a search engine's specific algorithm.
SEO is an important first step in having a successful online marketing campaign. It helps create a Web site that's easy to navigate and creates a site that usually has a higher placement amongst organic search results.
But, there are some drawbacks to the SEO process. For example, since the spiders' method of reading HTML code is always changing, so there is no guarantee for permanent placement. And, since each spider relies on a different algorithm, a site can perfect its placement results for one algorithm but still not be placed by another's standards.
Next: The Individual Pay-per-Click Process >>
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