A search engine advertising expert handles the search engine optimization and marketing strategies for a company, ensuring the highest possible ranking in queries relevant to the business. This may involve creating paid search advertising campaigns, building links to the company's website, managing activity on social media profiles, and running tests to understand the efficacy of the actions.
Search engine advertising is an aspect of Internet marketing that involves a variety of tasks meant to increase a company's page rank in popular search engines. For example, if a company sells plumbing supplies, it may hire a search engine advertising expert to optimize its website to make it more likely to show up as a result when users search for terms related to purchasing equipment or tools related to plumbing projects. This begins by reviewing the structure of the site to make sure that it conveys the proper information to search engines about its content and purpose, specifically through the use of keywords.
Keywords allow a search engine to understand the purpose of a webpage and incorporate it into results. The ranking on those terms depends on various factors, such as the overall traffic to the site and the number of other sites linking to it. As such, the expert may pay for advertising on search engines to build traffic as well as work with other sites to create links and increase page authority.