Understanding Search Engine Marketing
Search engine marketing is not a single entity; it can be different things to different people. However, there are certain things about the practice that remain constant. It involves the various search engines, especially the more popular ones such as Google, Yahoo and MSN. This article gives you several ways to understand search engine marketing better.
The easiest way to perform search engine marketing is through pay-per-click, or PPC. This simply involves paying to have a small advertisement placed prominently in the search engines. Roughly speaking, the more you are willing to pay, the more your adverts will be seen.
PPC is so called as you only pay when someone actually clicks on your advert. In this way, only those people who are actually interested in what you are offering will go to your web site to learn more. Not everyone will buy form you of course, but the trick is to pay a lot less than you get back in sales and thereby make a profit.
The other way to perform search engine marketing is by natural or organic methods. This means getting your web site to rank high in the search engines’ unpaid listings. To do this you need to understand basic search engine optimisation, or SEO. Basically, you need optimise the web page and get as many links to the page as possible to be successful at organic search engine marketing.
Improve your search engine rankings
There are two ways to increase your web page’s rankings naturally. One is by on-page optimisation. This means optimising the underlying HTML code so that there are certain tags in place containing your primary keyword. The two meta tags of description and keyword should be in place, and the title tag should contain the main keyword.
On the visible page the article should have an H1 tag with the keyword in it as the headline, and the article should have the main keyword added to a density of between 1% and 3%. Off-page optimisation is mostly about getting lots of back links to the web page to bolster it up in the eyes of a search engine. Marketing in this way will make a big difference.
