Choosing the right keyword.
The fundamental concept on which to base a search engine campaign is the keyword.
Each search engine offers results based on specific keywords entered (queries). Therefore, it is important to appear under the keywords that relate most to your business or the content that you want to promote.
There are two positioning systems on a search engine:
- Natural positioning (SEO)
- Sponsored positioning (SEM)
The first thing to do, whether for natural positioning or sponsored positioning, is to carefully select your keywords.
Being in a good position is key to leveraging the full potential of an important tool like a website.
Natural positioning (SEO – Search Engine Optimisation) on a SERP comes through a series of optimisation techniques to make the website very similar to the evaluation parameters of the engine itself.
These activities mainly include:
- Selecting keywords
- Optimising both the page’s source code and content
- Drawing attention to the site through a series of links positioned on many other sites and portals (link popularity).
The natural results always appear in the main central part of the search engine.
In the dog-eat-dog world of the Internet, getting oneself noticed is a battle against the competition.
It is important to optimise a page or website starting from the code because it relates directly to the search engine’s algorithm. With SEO, it is important to take care of all aspects to improve your position: a website’s popularity and trustworthiness is decided by algorithms that recognise when they are forced and penalise them.
Sponsored positioning: SEM.
Sponsored positioning on a search engine (SEM – Search Engine Marketing) involves purchasing a related keyword package to make a given ad appear that will take the user to the sponsored site.
SEM campaigns are one of the most widely used channels because during an online search, the user’s attention is at its peak. This is why, with the right keyword, the user is intercepted so they can be effectively offered the product or service they were looking for. The higher up an ad appears, the safer it is considered so it will be clicked on.
The main activities are:
- Selecting keywords
- Composing the ads
- Studying the pages where the user will land after clicking
The sponsored results on Google appear at the top and bottom in relation to the content. On other search engines, like Bing for example, they appear on the right-hand side of the search page, too.
It is very important for this to be optimised to ensure the success of a campaign and its performance should be monitored. Changing a keyword or title is often enough to obtain significantly better results.