Search – Samiir Halady

Search

Due to the High Level of Dependence of Users on Search Engines, managing Search results becomes a critical part of any Online Marketing Process

This is more so for industries that do not have an adspend in conventional media

Search can be used in two ways

Search Engine Optimisation (SEO)

This process is to align with algorithms of Search Engines to get a better ranking on Search based on specific Keywords

The first part of SEO is Keyword Shortlisting. This is done based on Search Volumes and taking a judicious call on which keywords our users are likely to use (relevance to our brand/offering) vs which keywords are likely to give better search results

It consists of two parts

On Page  – This is done in the code on the webpages and is a one time activity

Off Page – This is a continuous Activity and is required to be done once the on-page activity is completed

This is an organic activity and there is no transaction with the Search Engine Company

Search Engine Marketing (SEM)

Popularly known as adwords this is a bidding mechanism based on keywords. A successful bid ensures display of the search ad on the top of the page and normally works on a Pay Per Click (PPC) model