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Search Engine Marketing (SEM) is an umbrella term that refers to the practice of promoting websites by increasing their visibility in Search Engine Results Pages (SERPs). It consists of paid advertising opportunities (often referred to as PPC) as well as organic efforts that fall under another term you may have heard: Search Engine Optimization (SEO).
At SOULO, we recognize that every business is different and has different needs. But the truth is, almost every business can benefit from SEM and SEO.
SEO (Search Engine Optimization) is organic traffic. That is, customers find your website through normal web searches, without relying on paid placements or advertisements. At SOULO, we follow a four-pronged approach to build SEO for your website and business.
About SEO â–¼
PPC (Pay Per Click) is traffic that comes to your site via paid placement ads. You pay each time a visitor clicks on your website link (meaning you only pay for qualified visitors). PPC is a proven method for finding potential customers/clients who are interested in your services.
About PPC â–¼
When reputable websites link to your content, it signals to their audience (and search engines) that your website is a valuable resource, which can result in a surge of organic traffic.
This profile effectively shows that your business is credible and trustworthy. It’s important to build out your profile as much as possible with contact information, pictures, reviews, service descriptions, and more.
Over 90% of potential customers read online reviews before making a purchase. When you have positive reviews, it shows that they can trust you with their business.
In a nutshell, Search Engine Optimization (SEO) is the practice of optimizing your website to rank as high in the Search Engine Results Page (SERP) as possible without having to pay for a ‘boost’ from Google Ads or other media.
It’s a simple concept, but execution can be, well, not as simple. That’s because SEO has four focal areas:
Content is still king—and that content needs to be written in a way that incorporates the right words and phrases for your business. In order to show up at the top of search results, you need to understand the ‘best’ keywords or key phrases for your business and embed those into your content (while still being unique and engaging to your human visitors).
Clean code makes Google happy. A search engine friendly website follows web standards to make it accessible for visitors. Search engines favor fast load time, easy navigation, clean code, adherence to accessibility standards, and efficient web images. Then there are extra considerations like meta tags, canonical tags, schema, sitemaps and alt tags!
The way to show Google and other search engines that you’re a credible business is to acquire backlinks from other relevant websites. Links from your social media profiles and review sites are a good place to start. Links from websites that are popular and visible in your industry can boost your SEO even more. Quality over quantity is the mantra here.
After ensuring your website follows best practices like those mentioned above, you should closely monitor and analyze your website traffic. This will tell you what keywords/phrases are working and help you tie those to conversions (leads or sales). You can evaluate new potential keywords/phrases and continue to fine-tune your efforts for maximum effect.
PPC (Pay Per Click) is a form of advertising that allows you to pay a fee to display your website on the Search Engine Result Page (SERP) when someone types in specific keywords or phrases. You only pay when a visitor clicks on your website link (which makes them a highly qualified prospect). When done right, PPC results in high-quality leads at an ROI that will make you happy.
At SOULO, we specialize in PPC for Google (Google Ads), Bing and Facebook. We know what it takes to cut through the noise of your competitors to get more leads and sales for your business:
Did you know that Facebook’s META Business Suite allows you to set up Pay Per Click ad campaigns? Thanks to the depth of information Facebook has collected about its users, these campaigns can be highly targeted, not just to typical demographics like age and gender, but to address users’ specific interests. This ability to hone in on what users care about the most can make META ads very cost effective if done right.
As a full-service agency, we offer everything from large format banners to websites. Check out some of our other offerings below.
