Understanding Online Advertising: SEO Marketing Management Basics

As companies adapt to a world in which their online presence is just as important, if not more so, than their offline presence, they have begun to seek out new types of online advertising including SEO marketing management. SEO stands for Search Engine Optimization, and its goal is to increase your company's web presence when people search for things on sites like Google, Bing, and Yahoo. The foundation of SEO is content that includes keywords people will actually type into that blank field before clicking search. These results, which are not paid advertisements, are considered "natural" or "organic" links. Effective SEO marketing management will incorporate those keywords into your website's content so your company will appear more frequently among those search results.

Before engaging the services of an SEM company, there are a few things you should understand. The first being that an SEM (Search Engine Marketing) company frequently has multiple divisions such as SEO, Pay-Per-Click (or PPC) advertising, and Social Media. While an SEM can offer one or all of these services to a client, you should realize that PPC revolves around paid advertising, whereas SEO marketing management does not. SEO raises your visibility in searches by optimizing or creating quality content that includes keywords that are likely to be used in internet searches.

While certain keywords are obvious, part of SEO marketing management is diligently analyzing data to determine what the less obvious ones are. There can be thousands of variations of words and phrases. They also can change frequently, so that analysis is an ongoing, constant process. Once you have those keywords, they must be integrated into your site, which can be done in a few different ways.

Sometimes a website has plenty of content, and it is just a matter of optimizing that content. What does that mean? Basically, your SEO marketing management team will edit and revise existing text so those keywords are included to enhance what is already published in a seamless and beneficial way. Other times, it is necessary to generate content, which could be anything from product descriptions, a company blog, or a resource section with informative articles. When creating SEO content, it is essential that it is valuable to the consumer and adds something to the site. Using keywords in any other way can actually be a detriment and repel rather than attract visitors.

There are no guarantees with SEO content. Search engines such as Google, Bing, and Yahoo have complex algorithms that determine which links appear on the first couple of pages of a search. In fact, Google claims it takes into account over 200 factors to rank sites. Also, the process can be slow, and it takes patience to see how effective your company's SEO efforts actually are. That said, if done well, SEO will only make your website better and search engines are not the only way people find what they are looking for these days. If one person visits your website and mentions it to someone else, word of mouth can be a powerful force. While SEO marketing management's goal is to increase the likelihood of organic links to your website, if done by the best, it will improve your company's site and strengthen your connection to your consumers.


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SEO is a long term but extremely effective form of search engine marketing, one that can establish your brand as an industry leader if done correctly. For more information visit Wpromote; the leader in integrated search engine marketing and Search engine optimization