The Canadian National Newspaper: Search Engine Marketing and Optimization

Using Google Adwords to advertise your company and your company's website is a cost effective and results driven way to ensure to drive traffic to your site and make your name known.

Think about how you go about finding a service or product online. If you're like me, you put that name or product into a search engine and then are shown a page where the company's website is displayed for you or you can choose between other websites that may offer the product you are searching for. Search Engine Marketing is extremely easy and cost efficient to use. Here are the steps you must take to have your company displayed among your competitors.

1. You simply start by making a list of keywords. These are words or phrases that are related to your company or what your company sells. You can pick as many or as little words as you want. These will be your search words.

2. You then "bid" on these words individually. You can bid as much or as little as you want but you must take into consideration how "searchable" this particular word is. If it is an extremely popular search word, you will want to bid more for it. The more you bid the closer to the top of the search you will display.

3. You also set a max spending limit for your "campaign". Since you only pay per click, meaning you will only be charged if people click on your link, you will never spend more then you are willing to invest. It is completely up to you and how much exposure you desire at any given time. This limit can be changed day to day, week to week or month to month -- you are in complete control.

4. After these 3 steps are done you have completed the "hard work". Now you can sit back and monitor your campaign as often as you'd like. You simply log in to Google AdWords and can see how well each one of your search words are doing in comparison to others. You can choose to delete or add any search words you'd like and you can change your bids if you desire to be shown higher on the search page.

Another way to have your website show up in more searched is called search engine optimization. This is completely free and is 100% beneficial. The key is to include your ideal "search words" in the actual text of your site. By doing this, your website will show up in a "natural search" just because of your site's obvious legitimacy to the search word. For instance, if your company sells ladders and no where in the text of your site do you actually state this...say you only display pictures of ladders, you will not show up in a search of a user searching specifically for ladders, even though your company is completely relevant to the search. By having the words ladder written in the text of your site that word is like a little magnet and will help your site to show up in a search automatically based on its relevancy.

Besides Google AdWords, Yahoo, MSN and almost every search engine have their own form of search engine marketing. They all work in the same cost per click budgeting way. It's an incredible tool that is both inexpensive (if you want it to be) and drives results. If you find any of this not to be true you can simply cancel your campaign and call it a day.

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