Search engine optimization is an efficient and powerful process of promoting web pages on the World Wide Web and attracting visitor traffic. By increasing web traffic towards your website, you can seek to have more customers and in turn increase your revenues as and when they make a purchase. Likewise, search engine marketing involves spending money for online promotion. This method includes, sponsored links, PPC and so on.
Internet users search for information online. And how well your website is able to satiate their requirements decide how heavy the traffic is going to be. More traffic means higher conversion rates and higher conversion rates directly translates to increased revenues and high profit margins. Therefore you get increased Return On Investments (ROI)
One effective way to increase the web traffic and attract online users is to integrate search engine optimizations and search engine marketing techniques. Both the strategies can be successfully employed together to create a powerful marketing strategy that would guarantee online success.
Difference between Paid Search and Natural Search
Paid Search engine optimization involves placing 'paid' advertisements on the search engine results pages. They are the text links that appear on the top or right-hand side of the search engine results page. These advertisements contain textual links to websites or landing pages that are relevant to the search query entered by the user. Paid search is also referred to as sponsored listings or Pay Per Click listings.
Natural Search engine optimization is the process wherein relevant keywords and key phrases are chosen for a website and promoted on the Internet. Promotion of these keywords help the website to fare well on the search engine results and appear in the top slots. Whenever a user searches for a particular word that your website is optimized for, you have higher chances of appearing in the search results.
Paid search engine optimization and natural search engine optimization are different methods of promoting websites. However, when they are combined together they perform better than they do individually by themselves. Paid advertisements create greater awareness of the website and increase the natural traffic inflow. Similarly, there are higher chances of users clicking on a sponsored link if they recognize the brand name.
Integration of SEO and SEM
The integration of search engine optimization and search engine marketing concepts involve the combination of paid and natural searches into a streamlined marketing plan. Both of them together will increase brand awareness and soar the popularity of your products and services over the Internet. This will generate higher returns on investments and more sales.
Here are some tips to do the same:
Streamline your Messages
The messages, themes and images of both SEO and SEM processes should be consistent with one another. Both the processes should work towards a common motive and follow a streamlined procedure in order to work together. However, they should also maintain their individuality if and when necessary.
Select Relevant Keywords
Internet users use popular names that they can identify with to search for information. Therefore, choose popular keywords that are used by the public. You can buy branded keywords in a PPC campaign and optimize your web pages for the same. This will increase the name recognition effectively with your target audience. What you need is a combination of unbranded and focus keywords along with branded keywords. This will decrease your investments and increase your conversion rate
Kabir Bedi is working as a senior web consultant with LeXolution IT Services, a website development company that offers a range of web page design in addition to regular web design and development services and search engine optmization services.
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