The obvious place to gain visibility is with the search engines themselves by gaining favourable listings within the search engine results pages.
But within SEM, there are three main opportunities for organizations to get their message across, to gain visibility and to direct visitors to their sites.
The first two opportunities are via the SERPs and the third is via third-party sites.
1. The natural or organic listings (SEO)
The part of the pages listing results from a search engine query which are displayed in a sequence forming the main part of the page according to relevance of match between the keyword phrase typed into a search engine and a web page according to a ranking algorithm used by the search engine.
The method for achieving placement in this part of the page is called search engine optimization (SEO). FineMinds Digital offers best SEO services to get top pages ranking in Search Engine (Google).
2. The paid or sponsored listings (PPC)
A relevant ad (typically a text ad) with a link to a destination page is displayed when the user of a search engine types in a specific phrase. These are marked as sponsored listings. A fee is charged for every click of each link, with the amount bid for the click the main factor determining its position.
However, the Quality Score is increasingly important in Google Ads and other search programmes which have introduced quality-based bidding. This is used to assess relevance of the ad to searchers based on ad clickthrough rate, engagement with the site and an assessment of the relevance of ad and site creative compared to the keyword which is being advertised upon.
Build your paid search programme around delivering relevance through targeted ads and landing pages which match searchers needs
The mantra of search engines and in particular Google is Relevance, Relevance, Relevance. If you realise and deliver targeted ads then the search networks will reward you with more return for less expenditure. How do you do this? Aim for a rigorous approach to keyphrase analysis, campaign structure, ad and landing page creative and the many other success factors,
FineMinds Digital offers best PPC services to get ROI.
Furthermore other Google innovations which display associated relevant information for a query such as news, images, personalised results, related queries, books, and the additional links for the first site all have the effect of pushing down the natural listings. This together with the challenges of obtaining a high natural listing, helps explains why investment into paid search by marketers tends to be much higher than spend on SEO.
3. Content-network listings.
These ads are displayed on third party publisher sites that are part of the Google DoubleClick advertising programme. DoubleClick listings actually account for a sizable proportion of Google revenue, but tend to have much lower clickthrough rates.
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