SEO (Search Engine Optimization) and SEM (Search Engine Marketing) should always be part of an overall integrated marketing plan. SEM will always correlate to branding, image, and PR strategies for a business. Your website should be a quality website with your users in mind. It should be aesthetically pleasing and functional. SEO is a SEM technique used to make modifications to your website in an effort to impact performance in organic search results. SEO affects only organic results, not paid search results such as Google Adwords. Your website should not only have quality content but also unique Page Titles, Descriptions, and Keyword tags that correspond effectively with the content on your website. Once the search engines have indexed your website, you will see the miami seo marketing contents of the title tag in the first line of results followed by the description.

Search Engines help users find web pages on a given subject. The search engines maintain databases of websites and use programs (often referred to as “spiders” or “robots”) to collect information, which is then indexed by the search engine. Similar services are provided by “directors,” which maintain ordered lists of websites (e.g. Google, Yahoo, MSN, etc). Search Engines provide three types of search results: Natural (organic), Pay-Per-Click and Local. Your SEM efforts should consider your audience and where they will look for the information you have on your website.

For local businesses, SEM is targeted to a certain location, city, or metro area. While geo-targeting is possible, it can be tricky. It is very important that website content also contain relevant geo-targeted keywords related to your services and specialty was well as location. Every page of your website should be optimized with the right keywords.

Inclusion in search engine indexes and directories is not automatic. Regular submission, audit and review is a critical step in your ongoing SEM campaign efforts. Good Organic Search Engine Results will only be achieved by SEO.

A parallel pay-per-click campaign can provide MUCH intelligence into the effectiveness of various keywords. For more information, contact iHealthSpot’s Search Engine Services Division or visit our PPC section.

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ORGANIC

Organic (natural) listings are only achieved by good SEO. Organic ranking is the result of keyword indexing and matching against a user’s search. These results appear on the left side of the SER (search engine results). When a website appears on both organic and PPC, CTR (click thru rate) increases by 50%. Interestingly, 72% of users click on the “left” organic results.

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PAY-PER-CLICK

Pay-per-click (PPC) is online advertising that appears in the search engine result pages in which advertisers pay their host (such as Google or Yahoo!) whenever someone clicks on their Ad. Advertisers bid on selected keywords in their target market. The Cost Per Click (CPC) varies depending on the keyword, the search engine and the level of competition for that particular keyword. PPC is also known as sponsored Ads or sponsored links that appear next to the Organic results on the search engines. For PPC, the key is to send the Ad traffic to relevant landing pages with a call to action for the user.

While Organic SEM can take time, PPC is “instant” which is a good way to bridge and minimize impact on “new” sites. When a website appears in both organic and PPC, CTR (click thru rate) increases by 50%. Once a monthly budget is established, a keyword list is created, sample Ads created and Landing Pages selected. Usually a PPC campaign can be “live” within 24 hours! For more information, contact iHealthSpot’s Search Engine Services Division.



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