Search Engine Marketing is the set of internet marketing activities seeking to promote websites by increasing their online visibility in search engine result pages through the users/searchers in target. These set of activities guarantee a site to reach top positions in search results or page rankings and at the same time increase the site's qualified traffic, or the traffic of users seriously interested in the products and services offered by the site, and by so doing, these users/searchers prove to be actively engaged in the research. This results in new contacts from potential customers, increases sales, and magnifies brand awareness and diffusion of the products or services associated with it. Search Engine Marketing tools are effective when used single-handedly or when combined strategically with each other, and are represented by Natural Positioning (Organic Placement) and Keyword Advertising (Pay-Per-Click).
Through Search Engine Positioning a site is ranked through Natural Results (also known as Organic Positioning) in the Search Engines, or through the results generated by the Search Engine database based on specific queries made by users through the use of keywords. The business of Search Engine Positioning starts with the definition and management of keywords agreed upon with the customer on the basis of the market sector in which they operate and also in accordance with the objectives to be achieved, and this continues with a series of other activities that have the effect of making the site pleasing to Search Engine spiders (so that they will be indexed with efficiency) and generate constant presence in the Web. Through the use of web analysis software, the performance of accesses to the site is monitored.
Web SEO engineers have a deep knowledge of the criteria through which Search Engines acquire and index web pages in their databases and these technicians work exclusively according to the guidelines established by the same Search Engines.
Natural Positioning (or Organic Positioning) is particularly suited to achieve online visibility in the long run.
Through Keyword Advertising, a website appears in the sponsored results section of the Search Engines, that is, among results obtained by payment. The destination of a budget for the definition of a particular list of keywords is what is expected by this type of advertisement. Moreover, this type of online advertisement also demands the creation of relevant listings. The positioning of a website in the sponsored results section depends on the degree of competitiveness of the keyword that is purchased and also the amount other advertisers are willing to pay for those same keywords. The advertiser pays only for clicks received per ad.
Keyword Advertising gives the opportunity for an ad to be visible and appear in the top results for highly competitive keywords as soon as the campaign begins.
This type of online advertisement can also be geographically targeted in order to generate visibility in targeted countries or regions. Also, Keyword Advertising can be used as a support of a Search Engine Positioning campaign and is particularly suited to gain visibility in a specific period of time, which coincides with an important moment in the timetable of a company, such as the launch of a product or the participation in a trade show.
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