Monday April 6, 2015
When potential clients come to us for a web development project, we always mention our Search Engine Marketing (SEM) strategies, such as Search Engine Optimization (SEO) and Pay-Per-Click (PPC). If you don’t know that much about online marketing, things like SEO and PPC can go over your head. When you see them on paper, it looks like another added cost that you might not be ready to pay for.
To fully understand the relationship between a website and online marketing strategies, it is easier to think of everything in more tangible terms. Imagine that you have just opened a new store. You spent lots of effort making a beautiful, well-stocked store. When you open your doors, you are shocked to see that very few people actually come to your store. In all of your effort to get the store up and running, you forgot to advertise.
It may seem like an extreme example, but the idea is similar. If your website is brand new, people might not know that it’s there. Because it’s new the website will rank lower in search engine results, making it harder to find. Online marketing strategies such as SEO and Pay-Per-Click help to increase traffic to your website. Pay-Per-Click strategies involve running ads within search results that send people to a specific page on your website. SEO aims to raise a website's search engine rankings through copy writing, content tagging, link building, etc.
If SEO or PPC is something that you’re currently on the fence about, it’s not a “now or never” situation. You can start an online marketing strategy at anytime. Something like a PPC campaign can even be turned on and off throughout the year as needed. SEM is something to keep in mind for the future, especially as business continues to grow and thrive online.