Search Engine Marketing

Kaplan's Electronic Marketing Services - Customer Conversions

Search Engine Marketing
There are several components to search engine marketing. The top two are search engine optimization (SEO) and Paid Search (PPC)

A search engine results page (SERP) is usually broken down in two parts: Sponsored Listings (PPC) and Natural listings (SEO). YOu pay the search engine for your ad to show up in sponsored listings. You do not pay the search engine for your ad to show up in the natural search results. That doesn't mean you don't pay for those natural result listings.

it's easy to show up in paid search results. you just pay. That doesn't mean that's all there is to running a pPC campaign. You need to have a strategy to ensure you are getting the best bang for your bjck otherwise you could really overpay for those clicks. We can help.

When it comes to natural search results, there are two things to keep in mind. First, you should always show up in the first position if somebody types in your company name (there are exceptions) and second, It's not so easy if you are trying to show up when somebody types in a more generic search phrase (like "Lady Gaga Tickets")? Why? Because all your competitors want to show up in first place, and they spend a lot of time, effort and money to get that spot.