Search Engine Marketing (SEM, often shortened to Search Marketing or SM) is a set of services that aim to increase visibility in, click-through from and conversions via search engine query results.
Why All the Fuss over Search Engine Marketing?
Search engine visibility (that is, showing up prominently in search engine query results) has grown more difficult to attain over time for B&B inns, dude ranches, boutique hotels, destinations and related businesses and organizations as Google and other search engines increasingly prioritize results from their own results in maps, shopping, news, videos, images and other products.
With the understanding that users increasingly won’t look beyond “the fold” (i.e. what they see in results without scrolling) it has has become critical for these businesses to earn or, if necessary, buy more and better visibility to get those clicks and increase their potential conversions.
SEM is comprised of two basic components:
1. Search Engine Optimization (SEO)
Our SEO services earn your content increased organic (non-ad) search engine visibility, traffic and conversions from two perspectives:
Vertical: Increased Rank for Keyword Terms
Applying proper SEO services, from behind-the-scenes code to keyword density adjustments to existing content will boost its rank compared to content that has not received similar treatment. At InsideOut, we know the difference between effective SEO service and rank-killing “keyword spamming” often seen elsewhere. SEO Tune-Up services start at $80 and ongoing SEO starts at $80 per month.
Horizontal: Increased Visibility for More Keyword Terms
Blogging is the primary component of our horizontal search marketing services. Publishing blog posts that are timely, effective, optimized for search engines, and written to entice both click-through from search and goal conversion during the visit is key to creating and growing horizontal search visibility. InsideOut Solutions offers blog optimization consultations and blog writing services to get your blog where it needs to be for your search marketing need (and also play a substantial role in inbound marketing efforts). Blog Writing services start at $80/month.
2. Cost-Per-Click (CPC) Advertising (aka Pay-Per-Click or PPC) Advertising
Also known as Pay-Per-Click or PPC, CPC is a method for quickly gaining top page placement for targeted keywords in search engine query results. These ad placements is listed as advertising or sponsorship by search engines to differentiate it from organic (i.e. non-paid) search results, but are becoming increasingly important as Google and other engines push organic query results down the page in favor of other search products such as map, media, or shopping results.
Our CPC set up and ongoing optimization services are designed to maximize goal actions (conversions) and minimize the cost per conversion based on your advertising budget and level of service. We offer CPC campaign services for both Google AdWords and Microsoft AdCenter (Bing & Yahoo) starting at $240 per campaign setup and $100 per month for weekly optimization.