How SEO in Indiana Can Complement Search Engine Marketing Efforts

The practice of search engine optimization (SEO) reportedly began in the mid-1990s, when search engines took on the monumental task of cataloguing each and every website on the Net. Previously, a website was ranked on search engine results pages (SERPs) according to how many other websites linked back to it. This system was later abandoned in response to the growing problem of spam links, which were, to say the least, a rather crude and annoying way of boosting website visibility.

Information—in the form of text, images, and videos—is now shared instantaneously and on a massive scale. With over 634 million other websites accessible to any internet user, website owners must find better ways to boost their online visibility and reach their target audience more effectively. This is where trusted Indiana SEO companies like Indy SEO Firm enter the picture.

In the past, businesses mostly relied on costly print and broadcast ads to get their message to target consumers. Today, businesses can boost their visibility by publishing informative online content optimized with relevant keywords to land on the top spot of SERPs. This hinges on recent findings that a lot more consumers now prefer to search for product and service information online.

Changes in consumer behavior, coupled with the need to stay visible on SERPs, propel the shift toward up-to-date online marketing strategies. In a world where business activities are conducted at a much faster pace, traditional advertising channels are increasingly considered time-consuming, and perhaps even less cost-effective than online marketing methods. This creates the need to consider search engine marketing in Indiana, which has a total Internet penetration of 73.5% as of 2010.

For instance, businesses can experience an immediate increase in website traffic by signing up for pay per click (PPC) advertising. One only needs to place ads and links on partner sites, then pay for every successful click from a prospective customer. This allows businesses to keep track of the number of site visitors based on how many times online ads were clicked.

Since the traffic-boosting effects of PPC advertising can grind to a halt once an advertiser stops paying for the service, it may not be advisable to rely solely on this SEM strategy. Businesses may need to balance SEO with SEM to ascertain continued success. Companies like Indy SEO Firm can devise suitable solutions tailored to the specific needs of every client.