(Read part 4 of this series on the Wichita Web Design blog)
There are two ways to get to the top of the search results: Search Engine Optimization (SEO) and Search Engine Marketing (SEM). SEM is faster and easier, but less credible, in my opinion.
SEM is the process of bidding for the top position in a search engine's sponsored (pay per click) results. Yes, these results often appear above the organic search engine results, but they are also set apart with a different background color or page position, alerting buyers that this is a paid brand impression, not a truly qualified source for the information they were seeking.
SEO is the process of creating truly relevant (organic) content that Google searchers want to read, then using it as a signpost to your sales content.
After 15 years in the traditional advertising industry, my observation is that humans have developed an instantaneous instinct to ignore anything that appears to be advertising, on the assumption that its message will be slanted and perhaps even dishonest. All in all, I'll choose SEO, every time.
--Wichita Marketing firm Ponder:Connect
Read part 6 of this series: Wichita Web Design SEO Series: Part 6 - Does the right audience love you?