The world of website marketing is a confusing, twisted, and sometimes contradictory world to an outsider looking in. While marketing companies began offering services to improve search engine ranking as early as the mid '90s, the term search engine optimization (SEO) probably didn't appear until around '97. When marketing online there are two different approaches to take. The first approach involves improving a website's ranking by improving the organic or natural rating in search engines. The second approach is to pay for advertising that is shown when users search for key words. Most all companies focus on organic search ratings. Some companies also use paid advertising to boost traffic to their websites.
Better performance in organic search results is something that any company with a website wants to improve. An organic search result is one that is not bought by advertising, but earned by the content of the page, the age of the page, links to the page on other sites, and many other factors. The search engines carefully guard the way web rankings are determined so that website marketing companies are not able to artificially inflate the ranking of a site. A skilled agency will improve a site's organic ranking by focusing on improving the content of the site to better serve its users, while also adhering to standards to improve ranking.
Search engine marketing involving paid advertising involves the website paying for placement on the results page of a search engine when a targeted key word or key words are used. These rankings are not the same as organic search results. These results show in special areas of the search results page reserved and marked as advertising. These so called "sponsored links" result in the advertising site paying the search engine either when the ad is displayed or when the ad is clicked on. While these paid ads definitely drive traffic to the sites paying for them, most companies who take advantage of search engine advertising in this way also strive to improve their organic rank as well. Organic rankings cost nothing per display or click and also tend to carry more prestige with visitors.
Regardless of the approach taken when targeting online audiences, companies are reaping the rewards. The difference in traffic for a website on the first page of organic search results and a site on the second page can be staggering. Both organic SEO and search engine advertising with pay per display results help improve traffic.
Improved traffic tends to lead to increased sales or exposure for the client. Skilled sales marketing can lead to better search results for important key phrases in the clients industry. A qualified agency can help improve organic results and/or increase traffic through targeted ad marketing.
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Author is a freelance writer. For more information on Customer Magnetism please visit http://www.customermagnetism.com/.Distributed by Content Crooner
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