SEO and SEM
Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) are amongst the biggest factors in helping new visitors find your business online.
SEO is about making sure your website and its content rank well on search engines such as Google. Understanding what your target audience is looking for and indeed searching for, is a must when creating and optimising your content.
SEM works by targeting relevant search phrases and paying to have your website listed as part of the search results. One of the benefits to SEM campaigns (eg. Google AdWords) is that you only pay when a user clicks on your link. This is known as PPC or Pay Per Click .
Much of today’s conventional offline marketing works by planting a seed prior to the consumer having a need and relying on recall at the time of purchase. SEO and SEM however, have a significant advantage over conventional offline marketing in that they provide the opportunity to present your business to a new audience right at the time they are looking to fulfil their need.