Search Engine Optimization (SEO) is akin to producing a TV commercial. That is, it is PREPARATORY work designed to get the website ready to be marketed, much like how producing the TV commercial involves editing, formatting, and fine tuning. Once the site is optimized, it’s ready to be put out in front of the public’s face (and the search engines). Marketing the site is the process of calling attention to it, and continuing to enhance the presence in front of the viewing audience, just like broadcasting the TV commercial.Do you want to learn more? Visit SEM West Palm Beach.
Think of it this way: If you produced a TV commercial and only aired it one time, you may receive some business from it, but over time, peoples’ memories fade and no one remembers the commercial. In much the same way, submitting the site to search engines (part of marketing) and creating links from independent sources (organic marketing) should get some initial results. But if the efforts stop there, then a few months later, the effect is gone. Just as you’d think it silly that a business owner complains 6 months later that no one is responding to their TV commercial (that only aired once six months ago), it is equally unrealistic that an SEO project that is marketed one time is expected to deliver results in perpetuity. It simply doesn’t work that way.
Like the TV commercial, the preparatory work to get the website up and running is typically a one-time BIG expense (with periodic adjustments as the market changes) due to the time involvement to do the job… and the time it takes to do the job right depends on several variables: the market (competition and saturation), the goals (local, regional, national exposure), the scope of the site (number of pages, amount of content), etc.
Also like a TV commercial, the marketing and promotion of the site takes comparatively less time to implement, but must be a steady, ongoing process to be effective. It is a shame when a business owner spends the money to optimize their site, and then fails to follow through with “the rest of the job” in terms of marketing it. The initial costs of SEO go wasted in such instances.
Just like with any kind of advertisement, the business owner needs to establish a budget for Search Engine Marketing (SEM). Perhaps they shave bits off of their other marketing methods (brochures, radio spots, yellow pages, newspapers, etc.) to establish their position on the search engines. Dollar for dollar, a properly managed SEM campaign, whether organic or pay-per-click, typically yields a better return on investment (ROI) for the business.
SEO is a pre-requisite to effective SEM. It’s the first part in the SEM process, and involves performing market research, defining and refining keyword phrases to maximize what SEO professionals refer to as “keyword density” and minimize the effects of “keyword dilution.” SEO involves editing links, content, and sometimes structure of a website to get the site prepared for marketing. The SEM promotion of the site can be handled a variety of ways, using several different strategies (both organic and paid-for marketing) to accomplish the same end: getting the site found when someone searches for a particular keyword or keyword phrase. SEO is commonly known to have a direct impact on organic marketing efforts with SEM, but unbeknownst to many business owners (and even some Web developers, the quality of a website’s SEO will often affect the price of pay-per-click marketing as well. For example, keywords used in pay-per-click campaigns through Google AdWords are assigned a “quality score”, and sites that are optimized well will typically yield higher quality scores than poorly- or un-optimized sites. The higher the quality score, generally the lower the price-per-click for an optimized keyword.