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Friday, August 24, 2007
Ways of Search Marketing
Two different main SEM ways have developed to help organizations achieve visibility and more business through internet…

1. Search engine optimization (SEO)

SEO is aimed at achieving the highest position practically possible in the organic listings on the search engine results pages. To do this you need to define a list of keyphrases to work with.

In Google, Yahoo! and MSN Search, the natural listings are on the left in rankings, although there may be sponsored links above and below these results (typically differentiated to the consumer by the title ‘Sponsored Links’).

There is no charge for organic listings neither to be displayed, nor when a link to your site is clicked on. However, you may need to pay a SEO firm or consultant to manage optimization, and the ongoing work often needed to make your website appear higher in the rankings.

Other reasons to employ SEO expertise include managing security of content, copyright ownership, reputation management and user experience management.


2. Paid search marketing

Within paid-search marketing there are two main alternatives:

(a) Paid search engine advertising (aka PPC / sponsored listings).
These are highly-relevant text ads with a link to a company page and some ad text, displayed when the user of a search engine types in a specific phrase. These ads are displayed in the sponsored listings part / right part of the SERP.

As the name suggests, a fee is charged for every click of each link, with the amount bid for the click determining the position.

Google Adwords factors in a ‘quality score’ based on the clickt hrough rate (CTR) for each ad, meaning that an underperforming ad might not make it to the top. Google Adword now recently updated the algorithm for ad display.

The most important PPC services are:
· Google Adwords
· Yahoo! Search services
. MSN adcenter

(b) Content-network paid-search advertising
Sponsored links are displayed by the search engine on a network of third-party sites. These are typically media-owned sites such as online newspapers or affiliate marketing sites.

Ads may be paid for on the basis of clicks (this is most common) or on the number of ads served (CPM basis).

The most important content network services are:
· Google Adsense
· Yahoo Publisher Network

Paid-search advertising is more similar to conventional advertising than SEO, since you pay to advertise in ‘sponsored links’.
posted by Semil Shah @ 11:30 PM  
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