Website marketing covers all aspects of promotion, from search engine optimisation (SEO), copy writing, email marketing, ezines and newsletters, link development, press releases, to PPC (pay per click) advertising whicn may be used to kick-start a campaign or as a perpetual driver when visitor revenue adequately compensates placement costs. It is a strategy to drive appropriate customers to your web presence, with definable goals and measurable results, and it requires market definition research to determine optimal advertisement placement within directories and search engines.
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Search Engine Optimisation (SEO) versus Search Engine Marketing
Search engine optimisation is largely concerned with the structure of websites and individual web pages, the markup (the code under the bonnet), titles, descriptions, headings and main body copy-text of a site coupled with page extra- and interlinking and the contextual relevancy of hyperlinks. Additionally, the drive towards accessible, standards-compliant website development and semantically correct markup estranging content from presentation offers an unprecedented opportunity for web designers to build extremely compact, highly optimised websites with far superior SERPs performance over earlier nested table-based, inline-styled, offerings. In a nutshell, they're far easier and quicker for search engine spiders to retrieve, digest and categorise.
Search engine marketing (SEM) has gradually replaced - or subsumed - SEO, partly through the evolution of innovative, powerful search engine technology but mostly through emergent marketing opportunities as the Web matures from adolescence.
Formidable SEO is as much about efficient website structure and delivery as it is about optimised content.
Once keyword and phrase analysis is complete and the website populated, copy and image optimised and link threaded, marketing begins. And this marks the distinction from SEO: search engine marketing deals with website promotion as a driven, usually paid activity within search engines and directories and is concerned with delivering the right type of visitor to the site, those visitors who will convert, or make a purchase.
Overlap between SEO and SEM occurs as a natural dynamic of an evolving web presence which is optimised, guided and tweaked to meet performance metrics or counter market forces or to exploit pop surges like responding to fads or topical media issues. Consider SEO the armour piercing round and SEM the rifling of the barrel, with the cross-hairs sighted on your target market audience.