Search Engine Marketing (SEM) and Search Engine Optimisation (SEO) are often confused as being the same thing. While it's true that they're both concerned with what you can do to get found by search engines like Google, there is a distinct difference between the two. A simple way to understand the distinction is to consider the difference between marketing and advertising. While they perform similar functions, advertising is really a subset of marketing. In the same way, Search Engine Optimisation is a subset of search engine marketing services.
Another way to distinguish search engine marketing services from SEO is to think in terms of "strategy" versus "tactics". SEM deals with your overall strategy, while SEO is a part of that strategy.
An effective white paper starts with good business writing. It's important to know your subject matter inside and out. In-depth research is crucial to ensuring your white paper is unique and not a duplication of something already available. Noting valuable sources or expanding on established perspectives is perfectly legitimate. You need to understand what your reader has been exposed to and use common vernacular. Your white paper needs to address a concern or problem commonly known amongst your target audience.
A common error people make when trying to improve their position online is to focus on the tactical aspects of what you can do online (increase rank, page views, etc). But the approach for search engine marketing services is to look at the core strategic goals of your site.
We ask: Who is your audience? What keywordsare they using to find you (or not find you)? How are you positioned compared to your competitors? What can you do to better that position? What are the gaps your competitors are failing to exploit? But before you can answer any of these questions, you first have to know your overall business strategy. What is your company doing in offline media? How does that feed into and impact your online campaigns? What is your USP? What does your typical customer look like?
All of these things affect your online strategy and will determine how search engine marketing services can promote your site using tactics such: Social Media Optimisation, Visitor Engagement and Paid Traffic via Banner Advertising, Google AdWords etc..
As increasing number of customers buy, review and research online, search engine marketing services have evolved to meet their needs by ensuring they can find your site when searching particular terms. But the difference between those who convert visitors to customers and those who don't is the difference between quality content and padding.
A visitor will decide in seconds if your website is worth their time. If it's not, you can click them goodbye. So part of the range of tactics employed by expert search engine marketing services is to focus on good layout and compelling copy. Once the rest of the marketing strategy has got someone to your site, the quality of your content is what will keep them there.
Search engine marketing really is the edge your website needs to thrive and survive online. It treats the internet and your website investment with the respect they deserve. It also happens to be the most cost effective form of marketing available. So looking into what search engine marketing services can do for you is crucial to getting ahead of your competitors and staying there.