Have you ever noticed the ads that appear after you do a Google search? They’re not hard to miss – so often we just keep scrolling to find whatever we’re searching for. Little did you know that they were strategically placed there just for you as a tactic to a marketing strategy.
Internet marketing is a rapidly growing industry. In 2012 alone, advertisers spent approximately $20 BILLION on search engine marketing. Here are some of the basics for three Internet marketing tactics: search engine marketing, web analytics and social media marketing.
Search engine marketing (SEM) is a general term for promoting websites by increasing their visibility on search engines. Companies use SEM tactics with the expectation that, the higher a website ranks in search results, the more visitors it will receive. This increase in visitors typically increases sales or use of services, making SEM a great marketing tool for any business. SEM involves a variety of different strategies, two of which are search engine optimization and paid inclusion.
Search engine optimization (SEO) involves editing web content so that frequently searched terms appear as often as possible throughout the site. For example, Nike would want to ensure that it frequently used any keywords associated with the brand: shoe, sports, running, athletics, apparel, etc. The main goal is to get the company’s webpage to appear first in Google searches and generate more visitors.
When companies pay search engines to include their website in the results pages, they are implementing another SEM strategy called paid inclusion. Companies can pay every time someone sees or clicks on their ad.
Google AdWords is one of the most popular paid inclusion services, and it’s also Google’s main source of revenue. Companies can invest in both cost per impression and pay-per-click advertising, as well as site-targeted ads and banners with an AdWords subscription.
Web analytics programs are another Internet marketing tactic that works with SEM. Web analytics is the collection and analysis of Internet data for the purpose of optimizing web usage. Google Analytics is the most common analytics program, and can show statistics related to the number of visitors to the site, how they found the site, how long they stayed, what they clicked on, and even their geographical location.
Social media marketing (SMM) uses advertisements on Facebook, Twitter, etc. to influence customers. This tactic is driven by companies creating content that encourages readers to share or like it on their social networks.
This is a very basic look at SEO and making the most out of a company’s website. Here are some additional links if you are interested in learning more.
Search Engine Marketing:
Google AdWords and Google Analytics:
Social Media Marketing:
Photo Credit: http://flexwebmanagers.com
Kayla Krebs, Harrisburg Intern