FORTE CULTURA E-Marketing-Guide

Guideline for effective e-marketing for fortified heritage 21 Checklist - SEO Does Google know your website already? Is the structure of your website search engine friendly? Are all the links on your website functional? Do you provide high-quality content on the pages of your website? Do you use suitable keywords in your texts often enough? Is the content of your website up to date? 5.2 S EARCH E NGINE A DVERTISING (SEA) SEA serves to improve the visibility of your website by targeted paid advertisements which are sent to search engines and then displayed on top or next to the organic search results. You can do search advertising on your own or hire professional agencies or freelancers who will set up appropriate campaigns on your behalf. The central task is analogous to SEO, which is to identify the relevant keywords for your website and maintain the keyword inventory. Search engine advertising doesn't have to be carried out exclusively at Google. However, it is the most popular search engine with more than 90% market share worldwide. Google Adwords also provides a powerful tool for keyword search and campaign management. Adwords regulates the price of advertising based on the demand for a keyword. That means that in general frequently searched keywords are more expensive than less frequent search queries. There are various payment models available, such as paying "per click" on your ad. You can flexi- bly decide on which days and at what times you want to show your ads or how many clicks you want to pay a maximum per day. If the keyword search of a user matches your campaign, he will see your advertisement parallel to the normal search results. If the ad is interesting enough and he clicks on it, you have a new visitor to your website. From this moment on your content must be convincing. If it's poorly prepared or not include what the user was looking for, you will get short visit times and have paid for that click in vain. According to your agreement with Google Adwords, you will have to pay for each click on your advertisements, no matter how long the user stays on your website.