Keywords – Making Sense of it All

Keywords, or key phrases, are what a user enters into a search engine query to find web sites. Both SEO and PPC advertising involve selecting the keywords that are relevant to a company’s web site and are used by potential customers. SEO aims to have a web site rank in the natural results for its target keywords. In PPC advertising, the advertiser bids on desired keywords to achieve rankings in the paid results.

SEM search engine marketing
SEO (search engine optimization)
PPC (pay per click)
Pros
Pros
Long Term ROI
Quick low cost setup
High Volume
Highly measurable and trackable
More Exposure, branding and awareness
Minimal development time required, if at all
Cons
Cons
Tough to quantify
Can be more expensive
Lots of ongoing work
CPC is climbing
Results can take a while to be seen
Constant Monitoring required

 The following two chapters deal with the two arms of search engine marketing: search engine optimisation and pay per click advertising.

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