Search engine marketing (SEM) can help small businesses improve their Web visibility, generate more leads and ultimately increase conversions. Marketing through traditional channels such as print ads, direct mail and Yellow Pages is no longer sufficient. To stay ahead of the competition, a small business needs to ensure that they have a strong presence in search results. A diversified SEM strategy that includes both paid search and search engine optimization usually yields a better ROI than a plan that relies on only one of these tactics. Working with a reputable digital advertising agency such as PrediQ Media can help a small business develop an appropriate strategy and employ SEM best practices.
A PPC (pay-per-click) campaign, is where an advertiser pays a publisher each time an Internet ad is clicked, it is a tried-and-true way to direct potential customers to your website. Most SEM professionals recommend Google AdWords for small businesses looking to dip their toes into the world of pay-per-click campaigns. With AdWords, you can spend as much or as little as your budget allows. An auction-style process allows you to determine how much you want to pay each time a consumer clicks on your ad; higher bids result in better positions in the search results.
Although AdWords is the most popular choice for targeted advertising, other vendors offer unique benefits of their own. The personalized nature of Facebook advertising appeals to many businesses while the lower competition for keywords on Bing can help businesses save money during the bidding process. No matter which vendor you choose, the goal of pay-per-click advertising remains the same: to drive potential consumers to your landing page via banner ads or other display advertisements.
In addition to utilizing pay-per-click advertising, small businesses should also employ some SEO techniques to make sure that their business shows up on the first page of search results. Keyword research, for example, is a fundamental element of SEO that is often overlooked by business owners. Instead of simply guessing or relying on instinct to determine which keywords to optimize your site around, it’s far more effective to find out which keywords people are actually using when they search for your business.
Link-building is another SEO tactic that can yield major rewards over time. It may take a bit of work to build up a network of quality links, but the results justify the effort. Even your business’s social media presence can be used to boost its SEO as Google and other search engines continue to use “social signals” as a key factor in determining rankings.
With Google and other popular search engines frequently changing their algorithms, it can be difficult to stay on top of the latest SEO techniques. If you’re not sure how to start integrating some SEO tactics into your existing set of marketing tools, it might be helpful to consult with a digital marketing agency. The expertise provided by interactive marketing specialists like PrediQ Media can help you add SEM techniques to your marketing strategy, and use the latest technology to get the best results for your business.