‘Search engine marketing (SEM) has become a strategic tool …to promote and advertise online’
Fesenmaier et al.
Search engine optimization (SEO) is based on two main tools; keywords and links. The specificity of the word is key in ensuring that the URL of the site is found. The thought given to choosing a URL is predominant in whether the website will be reached by the target audience.
Fesenmaier et al. state “Search engines not only provide numerous opportunities for tourism destinations and businesses to engage their potential visitors, but also pose many challenges”. While being one of the most important strategic tools in online marketing it also encourages plenty of competition. The purpose of SEM is for a business to obtain a high Search Engine Results Page (SERP), although the attention of the target audience is not easily reached.
Google AdWords is a programme that allows companies to create adverts based on a keyword, meaning when someone searches for that word their advert will appear. Google Analytics works simultaneously with Google AdWords and gives a company “rich insights into your website traffic and marketing effectiveness”. These tools aid a brand/business in ensuring their site is known by their target audience overcoming the competition as effectively as possible.
Benefits of using SEO include:
-Perspective (Global / Regional)
-High ROI (Return on Investment)
-Long term positioning
I believe that the importance of such technology, whilst boasting the benefits above, helps dramatically in the crowded online marketing world. Who would have thought so much was involved in the creation of a websites URL!
It has made me think significantly about how to conduct a strategic and relevant plan to ensure that there is significant traffic to a website.