Marketing is the process of identifying, attracting and keeping customers. To do so, you need to let customers know who you are, what you do and what’s in it for them. Search Engine Marketing (SEM) is the same thing, except that your “customers” are the search engines like Google, Bing and Yahoo. You have to let them know you exist, what you do and where to find you. This process is guided more by principles than by rules. It’s a dance, an evolutionary process that’s governed by many factors.
The goal of SEM is to increase a website’s or blog’s visibility and rankings on search engine results pages through such tactics as Search Engine Optimization (SEO), paid placement and inclusion, and contextual marketing. Our creative staff is experienced in the art of SEO copywriting techniques that will help drive more qualified prospects to your website — and result in higher sales for your business.
On-page optimization refers to the content, tags and other tangibles you see on a website. Content on a site determines what that site competes for online. The more focused, relevant and topical content a site has, the higher it will rank with the search engines. Properly optimized content should initially serve to get the attention of the search engine spiders. Once that is accomplished, conversions and contacts will follow. Also, the more frequently a site is enhanced, the higher it will perform. This can be done by adding new content or rewriting existing content to keep your site from stagnating.
Off-page optimization is an essential part of SEM/SEO. It refers to inbound links that are attached to your site. Inbound links reflect the number of directories, blogs or other websites that link back to yours. The more unique inbound links a site has, the more relevant it is in the eyes of the search engines and the higher it will rank online. Simply put, the number of inbound links determines who wins the visibility competition online.
Once you partner with JLAW, we will conduct a competitive analysis of your current site compared to your competition. This includes the size of their site, the number if inbound links, and how relevant their sites are compared to yours. Not only do we optimize websites by definition, we give your site all the tools necessary for consistent first-page placement on all search engines.