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Website & search engine marketing canada

Website is the spine of any Internet marketing plan. Whether a company utilizes search engine marketing, e-mail marketing, affiliate marketing or contextual advertising, a website is the element that the campaigns are built upon. In search engine marketing, the actions that take place on the website symbolize the post-click actions. These actions are the most important ones, as this is where it is mainly determined, whether the search marketing goals are being reached or not.

For ranking geologically, a website needs to have a clear structure and preferably several pages of content. The necessities for organic rankings vary deeply between industries, and getting a top position in the SERPs may be an easy task for some companies, while others are required to put in months or even years of hard work before seeing desired results. This is due to unreliable competitiveness in different industries and geographic areas, and more expressly key phrases. Ranking organically for a trendy and competitive term, such as “web hosting”, is bound to be more difficult than ranking for a less competitive term like “bee farming”.

The necessities for a website that employs only search engine advertising are not as strict as for organic ranking. Due to the nature of search engine advertising, web pages do not need to be optimized for the search engines. Any webpage that does not violate the Terms of Service of the pay per click provider can rank elevated in the search results for any term, provided that the bids for the given terms are high enough. However, in order to have unbeaten pay per click campaigns, a website should be optimized for paid search. In addition, it is highly suggested that the website be optimized for both, organic and paid results, in order to achieve optimal results.