Search Engine Marketing

Web search engines represent the most used tool by internet users, not only to catch useful information, but also to find and access web sites.

How stated in the last Nielsen research, in the first position of the most visited web sites top ten in Italy in 2011, search engine web sites are confirmed with 23,3 million active users (92% total people on internet), showing an increase by 10% in a year.

Nowadays, when an information is searched (from products, services, to news, or even to find a web site of which is not known the precise address) the most diffused action is to put in a search engine type bar a "query" or a "keyword" related to the purpose of the research.

Internet and web search engines have radically changed the way of studying, learning, or finding information, getting the user from a model based on the research of "expert advice" (friend advisor, bank manager, accountant manager, etc.) to a model based on a constant self-on-line learning, in real time.

Among others, Google is the most used web search engine in the world. In Italy Google market share reaches 92% of all web search users

Be shown in the first positions of a search engine, and in particular in Google, is a winning element in a commercial developing strategy for companies in Italy and abroad.

Visibility on search engines and advertising on Google can be obtained using the following methods:

• SEO (Search Engine Optimization), throughout source code and page content optimization activities, to obtain organic positioning in search engine web sites (medium-long term project).
• SEM (Search Engine Marketing) or Keyword Advertising, throughout online advertising that links the message to one or more keywords (short-term project).

Setting up a program to gain visibility on search engines or to advertise on Google is a complex process that needs to settle multiple variables synergic in maximizing results.

So, it is important to define and analyze the following elements:

· Keyword choice strategy;

· Target market (country, city, etc.);

· Landing page of the campaign;

· Project objectives;

· Timing and duration of the project;

· Cost model (CPC or CPA);

· Performance Monitoring System.

E-Business Consulting, certified by Google, offer an holistic project of visibility on web search engines and Google advertising, based on the budget available, guaranteeing the achievement of online visibility objectives, in Italy and abroad.