According to a Utah SEO Company – Internet marketers use several methods for their marketing campaigns. Two of the most popular are Search Engine Optimization (SEO) campaigns and pay-per-click (PPC) campaigns.
SEO campaigns make use of search engine results in order to sell their products. These campaigns use various tools and strategies to make their products and services more visible on search engine results pages (SERP). Since the largest and most popular search engine is Google, internet marketers follow guidelines which ensure that Google properly indexes their website and help ensure that the site has a good page rank.
SEO campaigns also depend on other strategies which help make the site rank higher. Nowadays, the best results come from having regular site updates and informative articles. Engaging visitors or compelling internet users to comment and share is another strategy which internet marketers aim for.
Aside from these by-the-book methods, SEO campaigns also make use of back linking strategies. Back linking is a method where a one-way link is created on another website which points back to the promoted site. This method was popular a few years back. Although it is no longer as popular, it is still used for some niches, and in some instances, mainstream industries use back linking in a careful and calculated manner.
Ranking high on the SERP for a given keyword is the main aim of an SEO campaign. This means that organic searches would find the promoted page on the first, second or third page of the SERP. A website which appears on the first few pages of a SERP has a better chance of getting the clicks from a potential customer.
A PPC campaign, on the other hand, uses paid advertising spots. These spots are usually found in SERP but above the organic search results. There are designated spots on a page, either above the search results or on the sidebar. PPC banners and text ads also appear on web-based emails or on social media and social networking site side bars. A popular website might also run PPC-backed banner areas in order to run advertising campaigns.
The idea behind a PPC campaign is to show a banner or a text ad which, when clicked, would open a landing page on the promoted site. The landing page is usually a sales page, but it can also be a survey, a poll, another ad, or a sales pitch for the campaign.
A PPC ad starts with a company “buying” ad space based on keywords. The advertiser includes a list of keywords, which becomes the basis for showing the ad on a page. The owner of the banner site, or the search engine which runs the ads, has an ongoing bid process where they would rotate or show the banner from the winning bid. Whichever company would pay the most for the keyword would have their ads appear on the advertising space. This would go on, until the number of clicks has been reached.
A PPC campaign does not need to have a search engine optimized website. In some instances, it does not even need to have a full-fledged website. Minisites as landing pages have been used with good results in the past. (5 tips to improve your company’s email marketing)