Search Engine Marketing is the process of driving traffic to a website using the search engines.
When talking about search engine marketing you’re really only talking about two methods of driving traffic::
Most businesses go wrong when they make a decision to do one or the other… when in actual fact it is far better to use both PPC and SEO is conjuction with one another.
The first step in a sound search engine marketing strategy is setting up a PPC campaign… this is done because a business can start driving traffic for any relevant keyword in less than 24 hours.
Now this is the most important part…
When you setup PPC advertising it is crucial that you track the conversion rate for each individual keyword… by doing this you will quickly identify which keyword phrases are your ‘money words’, the words that make you the most money, and which words are a waste of money.
When you identify these ‘money words’ you then create an SEO strategy with the sole aim of getting a top ranking in Google and Yahoo!. Read the entry on calculating the value of search engine optimisation for further information on selecting a profitable keyword phrase to focus on.
Implemented corrently, these two traffic sources have the potential to create hundreds of thousands, even million of dollars of revenues.