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Search Engine Marketing and Its Approach in Optimising Websites

search engine marketing

SEM or Search Engine Marketing is defined as a form of internet marketing that covers promotion of websites mainly through paid advertising which helps them increase their visibility in search engine results pages or SERPS. Simply, SEM involves tasks that help Google, Yahoo! and Bing discover and rank a website.

Did you know that the term SEM was used to comprehend both paid search and search engine optimisation or SEO. With SEO, it involves adjusting and rewriting of website contents and site structure to be able to achieve a higher ranking in SERPS which then enhances pay per click or PPC listings. However, over time, SEM was referred solely to paid search as adopted by this industry.

What does SEM do to optimise websites? There are a number of methods and metrics that are being used in search engine marketing, and here are as follows:

The Use of Back End Tools

Including Web analytic tools and HTML validators, back end tools provide data on a website as well as its visitors allowing the success of a website to be analysed and measured. Such tools help in counting traffic, work with log files and many more, and they can deliver information that are conversion-related. With the hundreds of tools available today, there are a lot of opportunities that helps in understanding every data, seamlessly and conveniently.

Mobile-Friendly Website Checker

Websites nowadays need to be good looking and accessible not only on desktops but also on mobile. Research says that year by year, people that use mobile in searching online has continually been increasing of which is the perfect opportunity for website to go mobile. This is why it is very important for businesses to have their websites mobile-friendly. There are a lot of tools that help in determining if a website is mobile-friendly and one is Google Mobile-Friendly Website Checker which tests and analyses a URL and report if it has a mobile-friendly design.

Keyword Research and Analysis

This method involves three (3) steps:

  • ensure site can be indexed in search engines
  • find the most popular and relevant keywords for the site and for the product if there are
  • use keywords on the site in generating and converting traffic

These steps help in determining which keywords a site will most probably rank and get traffic which will then turn into potential customers. Such method then results into search perception impact described as the identified impact of a brand’s search results on consumer perception. This includes meta data (meta title and meta tags), site indexing and focus keyword.

Website’s Reputation

Website popularity and saturation, or simply the weight of presence a website has on search engines can be analysed through the following:

  • popularity – number of backlinks a site has.
  • saturation – number of pages of the site that are indexed by search engines.

Such requires pages to contain keywords that people are probably looking for and ensure that they rank in search engines, high enough if possible. For most of the search engines include link popularity in their ranking algorithms.

Whois Tools

It is very essential if valuable information are available for copyright and trademark issues. This is where Whois tools come in which reveal the owners of various websites

SEM has been very helpful to businesses which strive to become more visible online, and in turn, reaping site traffic which convert to leads and sales. For highly optimised websites attract potential customers, and if ever you need services such as SEO Gold Coast, contact us today!

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