Search Engine Marketing has evolved over the last few years as marketers try to find ways to improve the appearance of their websites in the Search Engine Results Pages (SERPs). But, this requires that search marketers keep up-to-date on the constant changes made by Google to its search algorithms. These formulas have hundreds of variables, but after working with them for years we understand the key ranking signals that Google favors. Failing to correctly align a website with Google’s formulas can lead to your website losing website rank, or disappearing altogether.
In its simplest incarnation, SEM can be narrowed to two major principles. First, pure “organic” search results by ensuring your website plays well with Google’s rules of the road for search. We focus a lot of our attention on Google Search because its search engine generally makes up 70%-80% of all search engine usage by website visitors. Bing, Yahoo, AOL, About and others, including International search engine companies such as Alibaba and Yandex, make up the rest of the search engines used by search users.
Second, Google also encourages advertising-oriented search engine marketing options through the use of Pay-Per-Click (PPC). We’ve outlined each of these two options below.