Search Engine Marketing covers the PPC (Pay Per Click) Advertising programme run by Google. Search Engine Marketing (commonly known as SEM) focuses on the advertising aspects of Google’s search engine in the shape of Adverts running to display when keywords are typed in to Google.
The main feature of this programme is that the Adwords customer is only charged the advertising fee when the visitor clicks on their Advert so it is important to have a destination landing page that is relevant to the original keyword the user typed in and the Advert.
Website Optimisers can help you with this optimisation process.
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Search Engine Optimisation (SEO) is a term used to describe the organic area of Google which involves the tuning of a website to appear as high as possible in the organic search results.
Factors that affect SEO are on page optmisation and off page optimisation.
Search Engine Marketing is a term given to the paid advertising of both the Google and BING search engines.
While Search Engine Optimisation is about organic positioning in the search engine, Search Engine Marketing focuses on the paid or PPC (Pay Per Click) advertising which is called Google Adwords or BING Ads.
Conversion Optimisation is a term used to describe the optimising of the conversion process so that customers either call, click or complete a contact form on a website.
To optimise for conversions we need to establish the actions we would like the visitor to undertake, be able to measure the actions through the whole process right through to the conversion at the end. Optimising this process involves planning the actions and measuring the number of actions that were carried out versus the number of visitors that didn’t convert.