All companies offering services or products on the web have to have Search Engine Optimization (SEO)* and Search Engine Marketing (SEM)* strategy that will achieve the best return on investment (ROI). Often the question is whether your company should focus on its SEO ranking or run an SEM campaign. In either case, you will need to do your market research, or you will be throwing good money out the door.
To get started, you have to understand the online business environment you are operating in; this means knowing your:
You have done your homework, you can now select the strategy best suited for your business:
If you are working in a niche, your clients will find you through long-tail keyword searches*, e.g. “Bang & Olufsen 1990 Speakers Spare Parts Dealer”. SEO keyword competition will be low.
When you are physically located in a geographic or linguistic area with limited keyword competition, you should always implement good SEO, e.g. “Entreprises de Creation Site Internet à Lausanne Suisse”.
When you are a renowned brand, you need to invest in an SEO strategy. Being a star player also comes with certain expectations such as a well-thought SEO friendly website.
If your product is unique, it is important that you implement an SEO strategy that is sustainable as it has a unique position on the market and should be ranking in the top spot.
When you are active in a highly competitive market, such as a pizzeria in Rome, you may have to consider SEM as many competitors will use similar keywords as you. Using SEM adverts will list immediately on specific keyword searches.
When you offer your product or service for a limited time, you might be better off with an SEM campaign. Studies have shown that when people perceive a product or service as a scarcity, they are more likely to purchase it in order to avoid the feeling of missing out or regret.
SEM is great for building brand awareness, especially a new brands. When you invest in CPM, large numbers of people can view your ad and become aware of your company.
Darwin Digital is a full-service Swiss Digital Agency with offices in Geneva, Lausanne, New York and Belgrade. We are specialists in SEO and SEM strategy and execution.
Not sure what to do next? Darwin Digital provides audits for both your SEM/Digital Marketing and SEO. On average, we see a 20-50% increase in SEM/Digital Marketing efficiency after the implementation of our recommendations and consistently rank our clients in the top three SERP* positions of Google search.
SEO is the process of achieving the highest ranking for your website on a search engine in an organic way. Rather than paying for ads, you are optimizing your website in a way that it naturally ranks higher in the search engine result page (SERP).
SEM refers to paid search marketing, meaning that you pay the search engine where you would like to advertise e.g. Google AdWords. The most used paid options are PPC (Pay-per-click) or CPM (Click per impression).
Longtail keywords are phrases with usually more than three or four keywords and contain usually the exact search the user is looking for e.g. tips for a good SEO strategy.
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