Learn how to do SEO positioning and SEM campaigns
When you open your website you think that customers will come as if by magic. They will enter your online site, be ecstatic and buy your products and services. However, the perspective disappears at a stroke in just a few weeks when you contemplate that only a few acquaintances and family members enter your site online.
This is how you know and face the main workhorse of an online business: get qualified traffic and turn it into customers.
But how can you attract users to your web page?
Having your online space has been only the first step of your adventure in the network. Your second movement should be to work your marketing strategy and on the Internet, marketing through search engines will be your key. Therefore, it is important that you begin to relate to these two terms: SEO and SEM.
What are SEO and SEM?
SEO (Search Engine Optimization) focuses on organic search results, that is, those that are not paid. SEO works in a natural way, writing content, using keywords, optimizing the loading speed of the web and using links, among other factors. However, it requires time and consistency before you begin to see the results.
On the other hand, when we talk about SEM (Search Engine Marketing), we refer to carrying out advertising campaigns through search engines. The main advantage of the SEM is that it allows you to make your products or services known quickly.
If you want your search marketing to be more effective you can work both strategies, although you can also focus on doing only SEO or SEM.
How to do SEO positioning
To improve your search engine positioning and get more visibility of your business you will have to take into account the following factors:
Are the terms by which users look for when they make a query. To know what are the keywords of your business you have to do a research work. In the case of Google, for example, use the Google Adwords tool to find the most relevant words in your sector and include them in the texts of your website.
It is recommended that the content of your online site be unique, original and well-worked since the search engines will reward you. It is also advisable to work on the titles of your website (h1, h2, h3) and meta descriptions since it will facilitate the work of understanding both the search engines and the users that enter your website.
Monitor the loading speed of your site online and has a responsive design, that is, adapted to the different devices in which the user can view your website.
If your page is linked from other websites, your online site will acquire greater relevance in the eyes of the search engine and if these links are natural and come from important websites, the effect will be greater. To start working this strategy links from social networks, through press releases or reviews or through directories and social bookmarking.
If you want to know more about SEO I recommend this article by Susana Pavón on What is SEO and how does web positioning work?
How to make a SEM campaign
To start a campaign SEM knows first the most important queries that your target audience makes and establishes the keywords that you are going to use in your advertising campaign in search engines.
In an SEM campaign, you will also have to segment and establish your target audience, the geographical area to which you are going to go, the type of device and the hours and days of the week in which your ad will be displayed.
Finally, work on your ad copywriting and establish a clear message that captures the user’s attention and answers their main questions, using the keywords you have selected.
In addition, you have the possibility to add extensions to your ads to expand the information of your main message and get more space and visibility on the screen. You can use location, site or call extensions.
If you use a location extension, the location of your business will appear in your ad. If you use it from the site, you can link to a part of your web page. While if you use a call extension, the user can click and call your contact phone directly.
As you can see they are very interesting to use for your SEM campaign.
Creating your web space is only the first step of your online business.
In order for visitors, traffic and desired customers to start arriving at your online site, you must work on search engine marketing and become familiar with SEO and SEM.
The idea is to combine both strategies. On the one hand, work natural organic positioning through quality content and, on the other hand, conduct SEM advertising campaigns, which will allow you to achieve your goals more quickly. If you want to know more about the benefits of SEO and SEM I recommend this article: Good SEO makes good SEM
What do you think about search marketing? Do you use SEO and SEM strategies?
Leave your comment below.