Paid SEO - SEM

SEM Pakistan

Organic or Paid: Which One Is Right for My Site?

Even with a modest budget, launching an SEM campaign to start driving traffic can be made possible. This is something to strongly consider when working with an ecommerce site and you want to begin making sales immediately.

For well under a dollar per click, you may purchase keyword-based ads through Overture or Google Adwords. This enables you to drive traffic immediately, which increases the possibility of a sale, this also allows you to buy time until organic traffic kicks in. If you already have some organic traffic, a paid campaign can give you an immediate boost as well. One common mistake is relying solely on paid techniques and ignoring organic traffic. While you have the attention of web site visitors via your paid campaign, use this opportunity to extract the seeds for your organic operation. One technique is start encouraging web site visitors to link to you from their sites, affiliate programs are a great incentive to grow the number of links to your site.

By running an SEM campaign, you may also pull contacts from your web site access logs. While you might have purchased some single keywords or two/three keyword combinations, 38% of all searches are of 3 or more words (Jupiter Media). This means that while you have purchased the phrase AB (for example), the person who clicked on your ad actually searched on ABXY or BXAC etc. By extracting these terms from the access logs, and determining which phrases actually turned into a successful visit (sale/lead/other), you are now aware of which terms need to be emphasized, and which ones to remove from the Web site. You need to optimize your site for the search engines.

We will review your Web page title tags and make sure they are unique and contain the appropriate keyword phrases.
Next are the description meta tag. Often these are missing or so poorly written that they may actually hinder ranking well in a search engine.
We will examine the content of your Web page to be sure those keywords/phrases are there in the content. Are they there in the text? If you’ve used a clever graphic of the words, this will not help; the bots that search engines send out are blind to graphics and ignore (or discount) image alt attribute values.

Organic Traffic or Paid If you’ve used graphics for navigation, replace the same links as plain text at the bottom of your page. If there are used graphics for section headings, the graphic needs to be and replaced with an H1 or H2 tag (search engines give great value to words contained in H1 or H2 tags). Naturally, you will need to set up an appropriate class in your cascading style sheet to emulate the existing design. If you’ve built your site entirely in Flash, there really isn’t much you can do beyond the meta tags.

Once you’re ranked well in the search engines, you can reap the benefits of the organic traffic. Some people tend to think of organic traffic as free traffic as apposed to paid traffic. However, there is a lot of work involved in sowing the seeds of organic traffic and time spent has a cost. That said, once the initial work is completed you’ll be essentially receiving traffic for free. Now don’t let your site go unattended for long; you’ll need to monitor it periodically, watching for a drop-off in traffic, and continue to make small adjustments to keep the organic traffic growing.

If you can’t wait upwards of four months for your listing to appear, and have the budget many search engines like Yahoo offer paid inclusion. While this is a paid-for click service, paid inclusion doesn’t necessarily guarantee you a top ranking for the site. It simply gets you in the index quickly, usually within 72 hours, and comes with guaranteed revisit frequency (we’ll re-index your site every 48 hours). The advantage of this is simple. You can continually tweak your site for better ranking. One bit of good news (from Yahoo at least), is that if you decide not to renew your paid listing, you won’t get dropped or banned from their listings, though this may not be true for all search engines.
So now you can help drive traffic to your site. Remember, building a site that no one sees has zero value for your business. A Web site that gets traffic and generates revenue or sales leads is a very valuable tool that will generate more corporate attention, and presumably a larger budget.