Objective Creative and Digital Director Carl Richardson shares his specialist insight into the always evolving world of Search Engine Marketing (SEM).Websites that appear on page one of leading search engines (such as Google) receive significantly more visitors. This increases the number of enquiries, and often sales, businesses generate.Our experts understand how to get websites onto the first page of Google. We have recently visited International search conferences to share our insight with other specialists from Europe, North America and Australia.The Objective strategy is underpinned by two key principles:You need a solid, proven plan. You need specialists who understand the processes, technologies and potential pitfalls of website promotion and optimisation. What worked yesterday doesn’t necessarily work today.Simple and effective. If website optimisation isn’t your area of expertise, do the simple things well, and don’t be intimidated by technical speak. Effective SEM follows a logical process.The Future of Website MarketingOld style SEO involved securing links from online directories, blog comments and low quality websites. This alone is no longer enough to guarantee your website is well ranked by search engines.A comprehensive, content focussed, Search Engine Marketing plan is now proven to be the most effective strategy.Our proven plan involves: • Website optimisation (on page code and structural optimisation is still important) • Content creation (including articles, white papers, reports, statistics, infographics, online tools and video) • Sharing content with audiences (who will share, like and follow your brand)This potent combination of strategic activity positions your brand as an authority, and your website or social media channel as the place to go, for relevant news and information. We encourage engagement, increase your ‘social voice’, and ultimately improve awareness of your products or services.Search Engine Marketing mixes traditional techniques (including strategy, creative design, PR and promotion) to deliver an online strategy to ensure your website is well ranked by search engines. Guaranteed.