Internet Marketing Consultant
As an Internet marketing consultant with more than 8 years of experience under my belt, I confess that it wasn’t until I deeply immersed in the Search Engine Optimization arena, that I felt fully confident about the best way to help companies and brands to achieve their goals online, using a channel that offers a tremendous level of user-initiated communication.
However, there’s no question that the right search engine campaign will always be the one that combines different digital avenues, including Pay Per Click, paid listings, social media, and in many cases a holistic approach using tactics like display ads, viral marketing and permission e-mail marketing.
Now, I want to briefly comment on our vocabulary and make some clarifications on the matter that very frequently lead to confusion to advertisers and the newbies. Search Marketing is the umbrella over two well-known forms of Internet Marketing; Search Engine Optimization (SEO) and Pay Per Click (PPC), commonly worded as organic search and paid search, respectively.
How do I help you best utilize SEO and PPC? Well, your website may rank on the first page for “women’s evening shoes” but it doesn’t rank well for the keyphrase “women’s shoes”. From that fact, to maximize your visibility, Pay Per Click advertising could be brought into play to be visible on the first page for the “women’s shoes” keyphrase.
In the same order of ideas, if you wanted to increase your organic visibility for the keyphrase “women’s shoes”, then you would have to add more relevant quality content, and obtain more authoritative inbound links from other websites. Again, a short-term strategy would be to bid on search phrases that you don’t rank well for organically. As organic search rankings change, so does the needs for paid listings.
Top search engine rankings are achieved in the organic (or natural) results through a combination of many factors, but in the end, it really all comes down to just three things:
- Site Structure