Search engine marketing (SEM), advertise only pays when someone clicks on their ad, it is called pay per click advertising. SEM targets people actively looking for products and services.

Search engine marketing is based on an auction system. Search engines limit the numbers of slots adverts can appear in on an individual page. Advertisers then compete in an auction for those slots. After you finish your search you will see the outcome of the auction. The adverts who win appear in more desirable slots 

One of the best ways to improve a company’s SEM is to stay relevant. If the ads lack relevance and receive a low-quality score it will be difficult to compete.

To take the company’s ad to the next level, the important factor is relevance. The business has to wite their ad headline to match searches words as closely as possible.

Also, the business has to tell visitors what they want them to do when they get your website, like ‘buy our portfolio’ or ‘make a reservation’ it is important to add it as a second line of the company’s advert. 

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Elements that can tell the search engine what a website is about: meta tacks and titles, headings and page copy. Meta descriptions should reinforce the tile by using a keyword or title. Also great heading should indicate what website is about 

When writing content make sure to use the headings in the page copy but do not repeat because search engines might see it as spam.

Improving visibility. Content marketing. To create good content it is important to understand who the potential customers are and what they are looking for and how business can provide it. Social media is a great way to reach a bigger audience, it helps people discover the content and encourages them to interact with the company. 

It is crucial to keep three things in mind when starting promoting a website internationally: language, localisation and country targeting.

SEO – search engine optimisation. Helps search engines understand what the business has to offer. Organic results are unpaid results. A search engine’s goal is to find what potential customer is looking for. 

Tips how to stay up to date with search: learn how search engines work, keep an eye on changes and monitor how they effect your website, find inspirations from other websites, talk to your customers 

Things that should be considered when choosing keywords for the SEO plan: frequency or number of times the word is searched for, look for keywords that have a little less competition, relevance key would closely match what you have to offer. To measure the success of the SEO goals track the performance.

When adding a business to search engines: use descriptive, unique titles for each page on your site. It is important to remember to include important words and phrases that can help understand search engines what the business pages are all about.

Organic/ unpaid search comes down to the quality of the company’s website.

Search engine optimisation (SEO) involves helping a search engine to find and understand the company’s site. Good relevant content helps search engines 

To understand online user behaviour, you need to establish what the touch points are and where they take place, to identify them try mapping the journey customer takes, to find impress them at every stage. When defining the unique selling point ask yourself 4 key questions: who is my target audience? Who are my competitors? What problems do my target audience have? How can I solve them? It is important to use the SWOT analysis to determine brand’s USP. Setting KPI will help to achieve brand goals.

Building your web presence, the most obvious way to go digital is website. Today websites can help with research, watch videos, even track deliveries. How websites work: rent a space on a server. Server address-IP address. The domain name, how people will find you online. Serves hosts you site and domain name helps people find it. Homepage is a shop window, menu should include contact details, ‘about’ section where the business is explained. Website must be clear and easy to navigate.

The opportunities for being online are countless. The online presence will allow the business to find a great number of customers, as well as allow the business to sell their products or services directly from the website. It does not end there, customers are able to find the business based on their location. In addition to this, the business owner can learn what their potential customers’ needs and wants are, as well as what they love. With the use of analytics, the business can power their online sales.

The Generation Digital module has been an enjoyable experience. The latest assignment has taught me the differences in technologies and how those technologies affect the society and the environment.

The next assignment is to complete the Google Digital Garage. I must admit it is a great source of knowledge and I find it extremely useful. I am sure it will be a great help in achieving the end goal – gaining a degree.

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