Internet marketing is complex in nature. It utilises several resources, tools, algorithms and technologies to promote businesses online. It is also one of the fastest growing platforms. Traditional marketing methods make continue to rule for the time being, but online marketing will play a big role in the future.
An internet marketing company relies on several IT specialists to perform a myriad of tasks, to establish a product or a service. The marketing process begins right from the designing stage. Even during the brain storming session, lot of weight and importance is given to create a website which incorporates search engine friendly code, heading tags, appropriate title and relevant Meta tags. All this forms a part of on-site optimization, which fetches top rank in search engine results page.
Search engine friendly URL?s also form an integral part of on-site optimisation strategy.
Another important on-site optimisation strategy is ?keyword?. Every website has something to offer; products, services, professional help, advice, white papers etc. A webpage should have one or two keywords which are related to the type of service or products that it offers. This sends out positive signals to search engine. All these elements work in tandem to find top rank.
On the other hand off-site optimisation techniques exploit another set of procedures. Some of them are mentioned below.
- PPC or pay per click advertising.
- Blog and article marketing.
- Social media marketing.
- Email and SMS marketing.
Apart from PPC, the rest of the strategies form a part of SEO optimisation process. SEO experts tweak various parameters of a website to find that elusive first page listing in SERP?s. This is also called as organic search or free search. Owners do not have to pay money for the links that are generated by the search engines whenever a user makes a relevant search query.
On the other hand PPC campaign is not a part of SEO process. Pay per click is a form of paid advertising, where an advertiser pays to the publisher for every click. Advertisers need to bid for keywords which are relevant to their products and services. Keywords which have high search rating typically cost more. These paid Ads also show up in search engine results page; typically at the top or on the right side. There was a time when PPC Ad?s were simple & plain, with just a link to the main website. Over the period of time the click rate dropped forcing Google to offer an innovative subset called ?Ads with enhanced site links?.
The strategy worked. Enhanced site links offered users a deeper access to the website right from the advertising link. It offered them more useful and relevant choices.
With the introduction of site links the click rate increased significantly; almost by 30%. With this new and innovative Ad option, marketers suddenly found a great way to offer users numerous links to relevant web pages, typically within a website, improving the overall value of brand and keywords.
To qualify for this sort of setup your active Ads should be closely related to site links in your campaign.
Source: http://www.digitalclicks.co.uk/blog/internet-marketing-company-and-the-role-of-ppc/
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