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In our previous article about search engine marketing (SEM) we stated that the process consists of two techniques: search engine optimization (SEO) - getting your site listed high in a search engine's rankings, and web site marketing - getting more return visitors to your site and increasing your lead-to-sales ratio. We also mentioned that there were several techniques common to both of these categories:

• Keyword Research
• Link Building
• Pay-per-click Listings
• Market Research

All of these techniques are used within search engine marketing to promote your web site and give it high rankings amongst the search engines and more importantly amongst your customers. In this article, we will discuss a little of each of the techniques mentioned above, their purpose and the questions that ASL Internet can help you answer.

Keyword Research

At the heart of all of these techniques is keyword research. Keyword research is critical to SEO and web site marketing. Without the correct keywords in your web site your customers will not find you. Keywords are words or phrases that are entered into a search engine or browser by your potential customers so that they can find your site. A search engine then examines your site for these keywords. If the keywords have been optimized for your site, the search engine will return the web page to the customer.

But remember, your competition is doing the same thing! The best keywords are those words and phrases commonly typed in by your potential customers, but which aren't used much on your competitors’ web sites. In other words, if you optimize your pages for keywords your potential customers use a lot, but your competitors haven't thought of, you win.

But here's the catch ...you'll never get to know which are the best keywords for your web site simply by guessing. If you attempt to optimize your pages for words and phrases that are just your best guess, you are losing potential customers and wasting valuable time. To make sense of the time and money you spend on search engine marketing, you need to KNOW that the keywords you use will deliver results.

Link Building

Next on our list is link building. This is the process of creating a network of web sites that link back to your domain. However, the type of link referrals you receive can have a positive or negative influence on your page ranking.

Having hundreds of links that refer back to your site may be disastrous and give you a poor ranking. On the other hand, 20 - 30 quality links that refer back to your domain can increase your site ranking and move you up in the search engines.

So how do you decide which links are beneficial to your site and which will send you to Google's sandbox, dropping you in its rankings?

Guesswork could be costly and put your site on the third, fourth, or even lower page results of a search engine's listing - where no one will find your business. ASL Internet can save you time and money! We KNOW the sites that will help increase your ranking. And KNOW ways to have other sites naturally refer to back to your business as an important resource.

Pay-Per-Click Advertising

A pay-per-click (PPC) listing or sponsored link is essentially a paid advertisement on a search engine’s results page. Most appear as links on the very top or right of a search results page. However, unlike normal advertising, the client pays a fee only if a customer clicks on the link.

A PPC click strategy can be an extremely effective tool in the marketing of your site. Sponsored links can be targeted to specific audiences, they can provide immediate feedback about your marketing strategies, your customers are also exposed to your web site before visiting it, and in partnership with your organic results, provide a greater chance of a searcher visiting your online business.

Sound straightforward? It is, but there are several options you need to consider:

At ASL Internet we KNOW where to place your advertisement. We have already done the research that will save you time and money!

Market Research

Staying at the top in an ever changing market requires on-going research. Trends come and go and your search engine ranking can reflect this. The best way to stay at the top is to draw the search engine's to you. But how do you this? Here are just a few items to consider:

Our search marketing department already KNOWS how your customers browse through your online business and performs research on a monthly basis.

Hire ASL Today

If you had trouble answering some of the questions in this article or your current search engine marketer can't answer them, then you may need to think about hiring ASL. We can answer all of these questions and more. Currently, there are many SEO techniques available and we employ them all. If you are not sure what they are or your present search engine marketer doesn't, then contact ASL Internet today or use one of our live online specialists below.

Start succeeding online today!

Read on for more information about search engine marketing and how it can benefit your online business!

• ASL Search Engine Marketing Guide
• Why is Search Engine Marketing Important?
• What is Search Engine Marketing?
• Search Engine Marketing Techniques
• What are Organic Search Engine Listings and Why are They Important?
• FAQ About Search Engine Marketing