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Search Engine Marketing

In the world of search engine marketing, there are two major avenues you can take to drive traffic to your website. Consumers can find you in organic search results and this is accomplished by doing search engine optimization (SEO). The second method involves spending your advertising dollars on pay per click (PPC) campaigns. Let’s have a quick look at both of these practises and examine their advantages and disadvantages.

Search Engine Optimization

Organic search engine optimization (SEO) is a way to optimize your website so that search engines “organically” select your website as the most relevant for certain keywords.  So when a person inputs a keyword in the search box at Google or another search engine, it goes through its internal database and chooses websites based on the search engine algorithms that are most relevant to the key term entered.


At SWS eMarketing, we employ specific strategies to ascertain and track algorithm updates. Though we do not disclose our secrets, we do have a solid track record of delivering consistent and proven results in moving our clients to the top of the search results for required keywords using this strategy. Lets look at the pros and cons of applying this to your advertising campaign.

One of the main advantages of using SEO as a marketing strategy is that your website will show up in the “organic” section of the search results, meaning that you will not have the word “Ad” next to it. Most consumers prefer the organic results and avoid clicking on ads that say “Ad”.

Organic listings also cover more space on the screen and display more text per listing therefore yielding great conversion rates. Search results like these are what has made Google so popular. They have mastered their search algorithm so that it is far better than the competition and attracts more users by delivering better, more relevant search results. This is one of the major reasons why the majority of consumers use Google over other search engines.

There is a downside to trying to get to the first page of the organic search results. It generally takes a longer period of time to achieve first page results applying SEO strategies. For competitive keywords, it might take 3-6 months to show up on the first page. Keep in mind that only 15% of searchers go beyond the first page of search results. So for 3-6 months you won't see much of a return on your advertising dollars, and it might take longer depending on the competitiveness of the keywords, competitiveness of the industry and also some specific factors concerning your website i.e. age (some of the brand new websites get into Google’s “sandbox” filter and stand no chance or showing up on the first page of search results within the first 6-12 months).

Pay Per Click (PPC)

A Pay Per Click Campaign is where we work directly with Google or other search engines and pay them for advertising spots for targeting certain keywords. Unfortunately, this strategy is not as simple as it sounds. There are a lot of variables to keep in mind and search engines do not work like Yellow Pages where you know the exact page and size of your ad.

With search engines, especially Google, the budget is only one of the  factors that can affect your ad position on the page; there are also other factors like CTR (click through rate), how well your ad is composed, if it shows all the time, and whether your website is always up. These are just a few major factors that can and often do affect your ads, your budget and ultimately your ROI.

Working with a professional search engine marketing company such as SWS eMarketing can solve these issues and get your business where it’s going much faster. In the long run, this can be the most lucrative method because you get better results in a shorter amount of time. Your efforts are not scattered like a shot in the dark. They’re focused and specific. This avenue also requires less time from you, the business owner, freeing you up to run your day-to-day business activities instead of stressing about the marketing side of your business.


Now let’s cover the pros and cons of using PPC as your search engine marketing strategy.

One of the biggest differences between PPC and SEO is that you see your results instantly. And that is something a lot of our clients get very excited about. Depending on the size of the campaign, it might take up to a week to get everything set up including preparing ads, doing proper keyword research and setting up analytics. After that its rock’n’roll - you start instantly getting targeted traffic to your website.

One other thing that PPC allows you to do is to zoom in on a specific target market you are going after. Such factors as geographic location, time of day and type of device can all be part of your marketing criteria. These allow you to spend your advertising budget on better qualified prospects and thus increase your ROI. Every study and expert agrees that when you market to an individual who is already searching for a particular item, your chances of making a sale go way up.

The major downside to PPC campaigns is that they are generally more expensive when it comes to going after big geographic territories or very competitive niches.

Most of search engine marketing firms are focusing their efforts either on organic search engine optimization or pay per click campaigns. At SWS eMarketing we pride ourselves at finding a perfect balance between applying SEO and PPC strategies. Each market and each client requires a custom approach and a custom combination of each strategy.

Below are the steps we take to make sure your search engine marketing campaign with SWS eMarketing generates the best results:

We sit down with you to analyze your goals and your target audience.
We compose a list of keywords that are most suitable for your campaign.
We review your landing pages and advise on improvements to yield a high conversion rate.
We execute an actual SEO campaign by building links and composing ad copy.
We provide monthly reports on traffic.
We do a monthly/ quarterly (depending on the size of the campaign) strategy and keywords review.
We take care of your marketing campaign so you can get back to running your business.