Imagine 6 billion documents in random order. Given the job of sorting them out, you'd go for the easy ones first, those that clearly say what they are. Well, its the same for search engines.
Doing well with search engines is not just about submitting correctly, optimizing well or getting a good rank for a particular term. It's about the overall job of improving how your site interacts with search engines, so that the audience you seek can find you. It’s about qualified visitors finding what you have to sell.

Search engines are recognized as one of the best ways to generate qualified leads online. Appian provides a variety of Search Engine Promotion services that include search engine optimization, promotion and marketing strategy.

Optimization vs. Pay-For-Performance Advertising

Effective search engine marketing involves optimizing your site for organic (free) listings and utilizing pay per click advertising through the major search engines.

The process of search engine optimization involves altering your website so that it may rank well for particular terms, especially with crawler-based search engines such as Google. After optimizing a site to be "search engine friendly", it generally takes weeks to produce results and this approach requires ongoing maintenance in order to sustain effective results.

Pay-per-click (PPC) advertising provides immediate exposure by having your site listed in the sponsored links areas of the major search engines. With PPC listings, you control your budget by bidding on desired keywords and establishing daily or monthly budgets. Another benefit of PPC is that you control exactly where you rank on any given search phrase by bidding for the top spots.

Appian analyzes your PPC and organic traffic, measures conversion rates, and determines what a visitor is worth to your website based on the average dollar sale as compared to conversion rate. With this valuable information, it is easy to recommend bid amounts and placement to provide the best return on your search engine marketing investment.

At Appian, we do a careful analysis of your keywords, search volume, your market position, and other factors to recommend the proper search engine strategies to deliver the results you desire.

Not sure where you stand with the search engines? Contact Appian today for a free search engine analysis.