Search EngineOptimization (SEO), together with Search Engine Marketing (SEM), is one of the
most important areas in online marketing. Unlike search engine marketing, which
is all about optimizing and managing Google Adwords ads, SEO aims to keep a
website under relevant keywords (Keywords) within Google search as far as
possible to bring forward and this way qualified or target group relevant
visitors for the corresponding website: So visitors who search via Google for
exactly the products and services offered on the respective company website
become.
"Only"
a website or an online shop in itself does not help much if these not permanently
relevant visitors or customers are generated via search engine optimization. For
this reason, SEO together with optimized web design represents the most successful symbiosis for any company
on the Internet.
What are the advantages of SEO?
In contrast
to the "classic" marketing channels such as print media, outdoor
advertising or TV, Google has an unprecedented and steadily increasing range
throughout its history as an Internet search engine. In 2018, 12,500 million
people worldwide already have it Month the search engine used - tendency
strongly rising, whereby the search inquiries are often accompanied likewise
with a concrete purchase intention of the user.
This fact,
together with a market share of over 94% makes Google by far the most effective
channel of new customer acquisition ever, which is implemented with search
engine optimization as an "associated tool".
- Expressed colloquially, one could say SEO is by far the most effective method of permanently generating new, relevant prospects and potential customers for offering an Internet presence.
- Furthermore, the structure and functioning of the search engine compared to all other existing marketing channels have an immense advantage, by which the range is increased again:
- Thus, the rankings of a (sustainable) search engine optimized website under specific keywords remain persistent within the Google search and generate from this point in the future continuously new, relevant prospects - while TV commercials, billboards or newspaper ads only at specific points over the respective (usually short) publication period and can even generate interested parties.
- In addition, the optimization of relevant key terms that are tailored to the respective products and services, allows a much higher accuracy in reaching the relevant target group than is possible in most cases with "classic" marketing methods.
Looking at
the search engine and your optimization concluded under the aspects of
investment analysis, here thus generates an effect strong and sustainable
performed search engine optimization under the "right" keywords over
time a ROI , which steadily positive increases in relation to the time a unique feature of this marketing area.
What are the advantages and disadvantages of SEO compared to SEM?
As mentioned
before, search engine marketing is "only" about optimizing and
managing Adwords ads. These are displayed up to four times directly at the
beginning and at the end of each Google results page, and are marked as an ad
(or, for example, you can also see Google Shopping results instead of AdWords).
The company
creates an associated Adwords campaign and works with competitors to provide ad
slots. If a user clicks on Google Search, it will pay a certain amount
(PPC).Depending on the sector and competition, the prices depend on several
cents up to more than 30 euros per click (for example in the field of
outplacement consulting). When the budget is used up, ads will stop running.
The advantages of SEO compared to SEM:
The
"normal" organic search results are perceived much more positively
by visitors compared to flagged Adwords ads.A once-optimized ranking under one
keyword will automatically persist in Google Search on a continuous basis,
continually generating new traffic under that keyword.There is no cost if the
visitor clicks on the corresponding entry within the Google search results.
Once optimized, the comparable Adwords budget can be permanently saved.
