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webmarketing and online public relations


Web marketing – how, what and when

Search engine marketing means that customers are addressed just when they are actively searching for a product or a service. Basically, there are two types of search engine marketing:

Search engine optimization (SEO)

In the case of search engine optimization, the website and its internal and external links are optimized in such a way that they will be interpreted by search engines as being particularly relevant and consequently appear in the top positions of search result lists.
Before we can optimize your page, we first take select the relevant search terms with you (keywords or key phrases).

  • “What does a potential customer enter into the search engine in order to find my products or services?”
  • “How realistic is a top ranking with these search terms?”
  • How large is the search volume for these terms?”

The next step consists in analyzing your website and adjusting it to the search terms previously selected. At this point, it is not (or no longer) enough to make changes to the website behind the scenes. Content needs to be adjusted and, in most cases, also added.

“[…] Don’t try to deceive your users and don’t offer search engines content that isn’t also directed at the users. […]”

The third component consists in establishing links to and from your website within the sector. A website without a sufficient number of links from other relevant sites will get largely unnoticed by most search engines. This indirect search engine optimization also includes working with portals, listing the website in directories and web catalogues, distributing press releases etc.

Search engine optimization is not a one-off exercise, as the position of the website needs to be checked on a regular basis to be able to react in a timely manner if a competitor moves to a higher position or when search engine algorithms are changed.

Paid search engine advertising (PPC)

Paid search engine advertising refers to the placing of ads next to, above or below the search result lists, which are usually paid on a pay-per-click basis (PPC).

Paid search engine advertising enables you to book search terms in search engines. As soon as one of these terms is searched, an ad that you pre-defined gets displayed (usually text). Costs are incurred only if a customer clicks on the ad (pay per click = PPC).

You can determine the click price (cost per click = CPC) in advance and in this way also influence the position in the search results. If other websites book ads using the same search terms, the ad ranking will change depending on the click prices (bidding), the relevance of the website for the search term and also the click-through rate (CTR), i.e., the number of clicks in relation to how often the ad is booked. In short: The higher the CTR, the better the position of your ad.


There is no universal answer to the question of whether you should opt for search engine optimization or paid search engine advertising.

In practice, people usually choose a combination of the two. Paid search engine advertising is best used when starting with search engine optimization, as it is a cost-efficient way to test whether the website is able to transform visitors into paying customers (conversion).

We generally recommend our customers to use paid search engine advertising to shorten the waiting times until the success of the search engine optimization becomes visible or to be found  when very general and popular search terms are used in which case search engine optimization would be very costly and time-consuming.

Talk to us to find the best solution to fit your needs!