Since both techniques result in website traffic, the methods and goals are radically different, especially when considering where you site visitor came from and what they see when they arrive- the landing page. Now I know a lot of you may be thinking been there done that, what you didn’t know is SEO pages tend to be website home pages and very general in nature. On the other hand SEM landing pages are very specific and offer a greater level of control. But both are essential for most desirable conversions.When designing and putting a site together for a client the landing page should have a specific goal in mind. The goal therefore is to push more specific quality traffic to the website through the search engine. However when you are looking for a targeted landing page, unlike the generic home page, it should be designed and relevant to what a user has just seen on the SERP (search engine results page) making good on the listing offer.
THE SEO ExperienceThink about it in simpler terms lets say you go shopping at a department store, with a specific item in mind to buy- Lets say a bra (since I am female we always need new ones) You enter through the front door and notice every little thing on your way to the lingerie department. The sales, decorations, toys, maybe even a coffee shop on the way will catch your attention. If you are like me distractions will become strong enough to make you go blank and completely forget what you came in for in the first place, or you could ignore them until you reach your final destination in the lingerie department.The landing page or “home” associated with organic listings isn’t going to be that different. The SEO landing pages have to cater to the browsing humans and search engines bots that are not set up to look for a particular item. Due to this your marketing focus is indirect at best.On the other hand (this is where it become a 2 edged sword) the organic listing you will see is spewed out by algorithms (a procedure for solving a mathematical problem like finding the greatest common divisor in a finite number of steps that frequently involves repetition of an operation) are not going to be controlled by the retailers so easily. Most search engines will look at the home page first and rank it as the most important page based on the relevancy of the queries. This should encourage you to code your pages on broader terms, in order to gain a wider readership.
Basically organic landing pages are not driven by rates of conversion. The main goal here would be to get a higher ranking and much traffic. This is great if you just want traffic with no real customer quality. Come back tomorrow and I shall give you more information… Like the SEM of E-commerce experience.
You remember that old saying, if you build it, they will come? Well, this day and age, that philosophy has no weight. Far more businesses than none have fallen flat on their faces because they lacked the proper, if any, marketing and advertising.It doesn’t matter if you establish a brick and mortar or online business, or both, your business needs exposure. Businesses in the physical world have this understood much better than most businesses or web sites that open online for business. In fact, most web sites and businesses fail because they think that opening the web site is good enough or they just don’t know how to market via the Internet.Most successful online marketing companies have a well rounded dose of SEO, SEM, web design, and Internet marketing. Each one goes hand and hand with the other.
SEO (search engine optimization) prepares your web site for acceptance into the search engines. Since most of all web sites traffic originates from search engines, it is the most important part of the marketing process. SEO prepares your web site for search engine spiders to crawl and properly categorize it under the appropriate search term(s). Getting strong organic placement in the search engines puts your web site in front of endless potential customers or seekers of what your web site offers.SEM (search engine marketing) markets your web site via search engines and search directories. Submitting your site to as many search engines and directories as you can find helps fast track the search engine spiders finding your web site and properly indexing it. Paid placement establishes your web site almost instantly on search engines under chosen keywords or key phrases. Search engines like YaHoo! and Google are strong candidates for paid placement.Internet marketing is another piece of the online marketing process. Article writing, press releases, social networks, and backlinks are just some of the techniques used run a proper Internet marketing campaign. Whenever you click on a banner, follow a link from one web site to another, or read an article online, someone’s Internet marketing campaign accomplished what it was put in motion to do.
Most online marketing companies have a web designer or a web design department. Their main function is to design legal optimized landing pages, web site redesign, and create other user friendly and easy to navigate web pages. They usually work very closely with the SEO or SEO department to properly name files, url’s and links to go hand and hand with the optimization process.Although you can find companies that exclusively cater to one of the named functions above, I suggest that you find an online marketing company that can give a well rounded plan of marketing diversity. They can all bring you the results you seek by themselves, but not nearly as powerful as they would if used in a unified effort.