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Search Marketing

Search Marketing – how to be found using SEO and PPC

 Just as Dorothy in the Wizard of Oz is amazed by the “Lions, and tigers, and bears! Oh, my!” that she encounters, so too your organization may be perplexed by the “Pandas, and penguins, and pigeons! Oh, my!” of today’s online marketspace.

Maximizing the impact of your brand’s web and social presence requires constant vigilance to the ever-changing search marketing rules that search engines impose as they attempt to improve user experiences and keep players honest. These changes effect search rankings and as a result your organic visitor traffic (those who visit your site after an online search) levels. Search Engine Optimization (SEO) is the practice of beneficially adjusting keywords and content to the ever changing digital environment.

Another method of improving your search ranking is to use paid advertising, known as PPC or Pay Per Click as part of your marketing strategy. Some will also include display advertising, remarkteing (or retargeting) and other advanced techniques within the definition of search marketing

Our experience tells us that it is often best to work collaboratively with our clients to determine which search marketing tasks are best kept in-house and which should be turned over to SEO or PPC experts like WSI Digital Wizards. Many times SEO is best left to an SEO supplier who has the up-to-date knowledge, tools and expertise to deal with this myriad of highly detailed, time sensitive and ever evolving tasks more efficiently.

Your brand likely operates in a competitive marketplace where it encounters sophisticated responses from its local/regional traditional competitors. Many of those competitors are likely online too and just as aggressively marketing in the virtual world, making active, ongoing Search Engine Optimization (SEO) and Pay Per Click (PPC) programs essential for your business to grow. In fact, it is not uncommon for many businesses to derive more of their new customers and revenue from their online search marketing efforts than by traditional means.

SEO focuses efforts on improving organically derived website traffic based on carefully researched and selected sets of branded and non-branded keywords and on improving how viewers engage with your content.

PPC focuses on driving traffic to your website quickly via text or image-based ads and to improve your brand’s online visibility.

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