Having your company appear when a prospective customer is searching online for your product or service is important because you’re reaching out to people when they’re ready to buy.
There are two pieces involved in playing the search engine game: Search Engine Optimization and Search Engine Marketing.
Search Engine Optimization
Search Engine Optimization is the process of informing search engines that your website exists. To make sure that your business appears as often as possible, you need to:
Submit your website to be crawled by search engines. Most major search engines provide a way to list your site.
Make sure that the keywords related to your products or services are listed throughout the text of your site. Most search engines are sophisticated enough to read through your content to pick up those keywords. Once a search engine has crawled your site and determined that your content is related to a given search term, your site will generally be listed higher in search results.
Search Engine Marketing
Advertising with a search engine is an effective, low-cost way to help new customers find your business when they are online looking to buy. When customers type words into a search engine, and those words match what your business has to offer, your advertisement appears in a special section of the search results page. You can target your advertising campaigns by audience type and demographics, and you only pay when a prospective customer clicks on your ad.
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