SEO, SEA and SEM

Today, Google is one of the first sources to which we turn to search for information and find a product or service. By working actively to be visible in the search results on Google, you can both market your brand, find new customers and increase sales.

The goal of search engine marketing is to get more relevant visitors to the site. More relevant visitors give a chance to new customers, increased conversion and increased sales. Who does not want it? How does it work then?

SEM

Search engine marketing or SEM (Search Engine Marketing) is about visibility and marketing through search engines like Google. There are a few different uses for the terms, some for example choose to separate SEO from SEM. When Occident talks about SEM, it means working in two different areas:

  • SEO (Search Engine Optimization) or search engine optimization to optimize your site to get as high as possible in the search results in Google and other search engines.
  • SEA (Search Engine Advertising) which is paid advertising where you work with paid ads such as Google Ads (formerly called Google Adwords).

SEO

Search engine optimization is done to rank as high as possible in the organic (unpaid) search results. The goal is usually to appear on the first page of search results and most preferably in the first five results.

There are a number of different factors that govern the ranking of sites. The content of the page, how fast a page loads, user-friendliness, that the site is mobile-adapted and has relevant links to the site are some of all the factors that affect how high a site ranks. Google has search spiders that constantly go through all the sites and index the content and there are a variety of algorithms that control what affects the ranking positively or negatively. By working actively with your site and with SEO, you can influence many of these factors and thus end up higher in the search results and get better visibility.

We work with search engine optimization already in the development stage of new sites and the SEO work then continues continuously. We also help with SEO if you have an existing site but need help to be seen better in Google. Our process consists of three different steps:

  • Preliminary study : we start with an analysis to find which keywords are most relevant and profitable for you. We also do a technical review to see how the site is optimized today. We look at the target group’s search behavior and what words they search for, what competitors do, what goals you have and what the site looks like today.
  • On page: when the feasibility study is complete, the next step is to optimize the content on the site. These include structure, content, headings, text quality, descriptions, URLs and much more.
  • Off page or link strategy: in the next step we work to get other websites to link to your site. Links are a very important part of SEO as relevant links weigh heavily on Google’s ranking and contribute to a higher position in search results.

SEA

Google Ads (formerly Google Adwords) is paid advertising at Google and includes, for example, the text ads that appear at the top of the page during a search. With Google Ads, you can advertise to be visible to the customers who are actively searching for your products or services. People who are already actively looking for a product, service or want a solution to a problem are often already hot leads.

You only pay when someone clicks on your ad, you choose how much you are willing to pay for a click and can control the budget for the advertising on an ongoing basis.

We work with several different parts:

  • Preliminary study : we start with an analysis to find which keywords are most relevant and profitable for you. We look at the target group’s search behavior and what words they search for, what competitors do and what goals you have.
  • Ad and campaign design: since you pay per click, it is important that the right people click on the ad and the design of the ad is therefore an important part of the SEA work. We work hard to have the right message to find the potential customers rather than just getting many visitors. We also set up budget frameworks and how much each click can cost.
  • Continuous optimization : we work continuously to optimize the ads, bid levels and keywords to get the best results possible.

Contact us for more information and we will find a solution that suits your needs!