Why SEO, PPC and SEM are Important For Your Business
SEO (search engine optimization), PPC (pay per click) and SEM (search engine marketing) are all important strategies for anyone who wants his website to become THE popular choice for Internet surfers. Naturally you want your website to become popular if you are selling something like a product or service to the public because that is how your business will survive. Let us see reasons why SEO, PPC and SEM are important for your website’s survival.
SEO or search engine optimization involves some commonly used techniques such as creating new content that relies on keyword repetition, selection of content that seems to be searched for most often by netizens, and even determining which search engines are most popular among Internet users. The reason you will want SEO being applied to your website is that it helps you to figure out what your website will be all about and what content would best attract Internet users to your website. The better you are at SEO the better the content you would generate and post on your website. Of course, since not everyone is that great at SEO you may want to hire SEO professionals to do this for you (or in collaboration with you) for best results.
PPC or pay per click works by letting a website owner “house” or display ads on his website that hopefully visitors will choose to click on. This means the ads pertain to products or services of other business owners and help to advertise such to the public. The business owner will contact the website owner to ask if his ads could be posted on the website owner’s pages – the pay per click system will then take effect so that each time the ad gets a “hit” the owner of the ad will have to pay the website owner a certain fee. The idea behind this is that the most popular websites can be advertiser supported sites because their popularity brings in many people and many of those people click on ads housed on the site. The disadvantage with a PPC campaign is that if no one clicks on the ad then nothing is paid to the website owner. Still, PPC is attractive enough in that the website owner is motivated to ask visitors to click on those ads because he stands to earn each and every time a visitor does click on an ad.
SEM or search engine marketing encompasses both SEO and PPC because both of the latter involve strategies to raise rankings of a website on search engines. In fact, when a website owner plans an SEM campaign he may choose to rely on some SEO techniques such as generating new content that relies on keyword repetition while at the same time using PPC on host websites to bring in traffic. Both SEO and PPC in this sense are actually SEM techniques because the ultimate aim of both SEO and PPC is to raise awareness about the website owner’s site and encourage visits to the site itself. This means if you have an online business you would do well to look for an SEM expert rather than just an SEO expert or PPC expert so that you can develop a complete SEM campaign that does not neglect either SEO or PPC.
So how does one measure the success of an SEM campaign? For one thing, if many people start to visit your site to examine your new SEO content then that is great news because the more traffic is directed your way the more people will be talking about what they find online at your site. If traffic at your host websites is heavy and many people do click on your ads then that too is great because they will be redirected to your own site and they get to see what was advertised and possibly buy from you.
You can also measure the success of an SEM by how many competitors will try to sabotage your SEM – they may try to imitate your website’s template and general layout or they might create content that badmouths your own online business and post this on their own site. Don’t panic when this happens. If they do try to imitate you be sure to issue a disclaimer on your own site and on host sites so that the public becomes aware of it. If they badmouth you don’t badmouth them back – simply post an explanation to the public about the conflict and tell everyone that your business is alive and kicking and you’re ready to serve the public the best way you can.
Written By: Daryl Diemer – Found Of Diemer Corp
August 13, 2014