Search Engine Marketing

Search engine marketing is an ongoing, ever-changing cat-and-mouse game that involves getting your website and your business listed as high as possible in search engine results pages. Many factors come into play: keywords and phrases used on your website (or in your pay-per-click advertisements), what your competitors are doing, as well as the size of your marketing budget. Search engine marketing is typically comprised of these two different strategies: (1) search engine optimization and (2) pay-per-click advertising. More often than not, we recommend using a combination of both of these options to give your business as many opportunities as possible to be found by your customers when they perform searches on Google and other search engines.

Most search engines, repeatedly over time, visit your website with their “spiders” or “crawlers”. These “spiders” and “crawlers” are automated computer programs that collect data from your site. That data is then used by the search engines to determine your “ranking” when someone searches for keywords associated with your business. Many variables are used by search engines in determining where your website appears on search engine results pages. Criteria such as relevance, keyword matches, website copy, and inbound links all play a part. It is usually very valuable for your business to be listed highly in search engine results, but it takes a lot of time and planning to get a prominent ranking. There are programmatic methods for improving search engine rankings, and there are ongoing link-building and keyword-related initiatives involved with SEO as well. We can design a search engine optimization campaign that takes advantage of all of these ways to drive more traffic to your website.

Your new website has just been launched and you’re excited to know that customers are going to be knocking down your door to purchase your products and services. But how are your customers going to find your website? The Web is a very big place, and it’s quite possible that you’ll have some competition. How can your business (and your website) stand out from the crowd? Don’t worry about searching for new customers – let your customers find you by taking advantage of pay-per-click advertising platforms such as Google Ads. Google Ads enables advertisers to select keywords that trigger ads to appear when Google users search for those keywords. Each advertiser sets their budget and selects a geographic region in which to advertise. Google Ads also includes a wide range of reporting tools to manage your campaigns. New Google Ads campaigns can be set up and activated in less than one day, as opposed to traditional SEO (search engine optimization) initiatives, which sometimes take several months to see any results. Additionally, because of the various reporting tools available, it is much easier to calculate risk and return on investment with paid advertising. Our pay-per-click services include keyword research, campaign setup with Google Ads, ad copy composition, ongoing campaign and keyword analysis, and monthly reports and statistics.