Search Engine Optimization (SEO) and Search Engine Marketing (SEM)

by: Kathleen Martin

This is the fifth in our seven-part series focusing on Outlier's marketing services.

Search Engine Optimization (SEO) also known as Search Engine Marketing (SEM) is the process of creating a strategy that will enhance your listing on search engines such as GOOGLE, Yahoo!, and MSN. The algorithms used by the search engine firms are proprietary so it isn't possible to know exactly how a search engine will rank your site but there are many known influences. These include using rich content, having your site properly tagged, having the proper keywords, and links to and from your site.

The Strategy

  • Conduct thorough keyword analysis
  • Tag all pages, files, and images correctly
  • Increase links to and from your site
  • Advertise your site with Pay Per Click advertising
  • Direct market your site with public relations and online news distribution

Keyword Analysis Many firms have strong search engine ranking for trade names, and brands but more generic terms are difficult to secure. It is also tricky at times to nail down what the market calls your products.

For example: When Outlier Solutions started the search engine optimization project with Digital Control Systems in Portland, Oregon (manufacturer of temperature, speed and gas monitoring and control devices) they were referring to their line of HVAC products as CO2 Sensors, but we found that customers more commonly searched for CO2 Monitor and CO2 Meter when looking for the HVAC products, and CO2 Sensor when searching for laboratory products. So we re-categorized the site to make the differentiation clearer.

We will do the legwork for you as well to be sure you are targeting and reaching the correct audience.

Link Building Campaigns The concept is the more sites that have links to your site and vice versa the better. This is for two reasons. First, it casts a wider net to attract visitors to your site. Second, it increases your "page rank" with search engines (especially with Google). We can help you increase your links with our marketing services and Public Relations packages.

Pay Per Click Advertising Outlier Solutions is a big supporter of Pay Per Click Advertising because of the flexibility and accountability the programs offer, not to mention they are highly cost effective. There are multiple providers of this service and we have worked with all of them. Contact us for help with these campaigns if you have any questions.


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