As with most industries, we are left bewildered by all the jargon and acronyms. The IT industry is no stranger to this in my view the worst culprit. We
will try and clear up the confusion you may have around these fundamental terms.
Your website has a prime function to attract visitors so as to clearly inform them of your products and services. As a business owner you have an obligation to yourself to betray your business in the best light possible to simply explaining in simple terms those qualities that set you apart from your competition in a way that leaves no doubt in the minds those visiting your site that you have the solution and capacity to deliver to their needs.
As you should now all be aware, simply creating a website and putting it up on the internet just won’t cut it.. The reality is, your site is but a few
pages of amongst billions of others out there on the Internet.
Your challenge is getting your sites found and noticed by your market.
It's like the game "Where's Wally?" in which you have this very large and confusing graphic of a crowd of cartoon figures and you had to find a specific
character called "Wally".
Well you are Wally and you need your website stand out amongst the crowd.
This is achieved through marketing your site, is achieved by optimising your site so it may show up in search engines – it adopting a Porsche and/or Paul
strategy for getting your brand in front of the right people.
SEO, or search engine optimisation, is a pull strategy. It is about ensuring you attract a select group of the global market to your website. SEO is very
targeted, it is specific and is something that has to be worked..
There are some few hundred factors that affect your search engine rankings and these centre on what we call "on-page" and "off-page" tactics.
Search Engine Marketing (SEM) are those initiatives employed to promote your site to specifically boost your search engine rankings.
These relate to your off-page optimisation. Why off-page? Because this will be that content placed in other websites promoting your own site by way of
links back to your optimised pages.
SEM takes many forms that most commonly blogging, comments, discussion forums, directory entries, articles and of course social media.
This is one form of SEM that is very specific – Pay-Per-Click. In the purist form, it is using Google Ad words. You create text ads to be displayed within
Google search result pages and if someone clicks on your ad, they are directed to a page in your website and you pay a fee for the privilege.
Now Google don't have a monopoly on those. The same sort of click-based advertising is available on all the leading search engines as well as in the social
media platforms such as Facebook .
Understand however, this form of SEM does not directly impact your search engine ranking. Indirectly it can, but not in itself.
I briefly mentioned this in view of it being a long-standing practice that is gaining significant re-emergence. It is related to banner ads that handled
in a specific manner with sophisticated technology that presents specific and content to users based on their browser history. Google is a major player
in this arena with many other digital advertising and marketing companies offering solutions as well.
The above is very much an overview of how to promote your website content to your market stop if you would care to know more and examine how a digital
marketing strategy can work your website, then contact us to discuss your concerns and needs.