About search
What is search engine marketing?
The web is ultimately about people looking for information, and search engines are the way that most of them find their way around. Whether they'll find you, or whether they even know they're looking for you is a different matter.
Sure, your website may get listed on a page of search engine results. But the key thing is that your site makes the results page when it should do - when someone does a search that's relevant to your business.
That's where search engine marketing can help. It's the art of making sure that your website is available at the start of people's Internet journeys - on the search engine results page.
Why is it important?
The Internet is now central to everyday life. Every day over 40 million searches are performed by consumers in the UK. Search engine marketing helps you reach this huge audience and communicate effectively with them.
It's crucial if you want to sell your products and services and to position, protect and develop your brand online.
The importance of keywords
When someone types a query into a search engine, this query is called a keyword or keyphrase. They form the basis of people's interactions with the search engines. Keywords and keyphrases convey peoples' questions, intentions, frustrations and desires.
We can help you determine what these words and phrases are, which ones are relevant to you, which ones you need to catch, which ones are most likely to be profitable and how to ensure that you are listed when someone types them in.
Natural v paid search
When you enter your keywords and click 'go', the search engine returns a results page which is split into two distinct areas:
Paid search results
Natural search results
The listings in the centre of the page are known as the 'natural search' results. The listings at the very top and down the right hand side are clearly labelled as 'sponsored' and these are the 'paid search' results. Successful search engine marketing is about maximising opportunities in both these areas of the search engine results page.
They require very different skills and these are the two distinct disciplines within search engine marketing: natural search engine optimisation (SEO) and paid search or pay-per-click (PPC) search marketing.
At VCCPsearch we have specialist teams in both areas to provide a fully integrated search engine marketing service for your business.