Search Engine Optimisation (SEO) has two forms:
- Paid SEO, whereby Adwords (search terms) are purchased on the basis of a media budget;
- Unpaid SEO, also referred to as Organic Search, is the way in which we can improve the search results of the large search engines by optimising content.
How does Paid Search work?
In the case of paid search engine optimisation or search engine marketing you buy so-called Adwords on the basis of a media budget. Adwords are specific search terms or combinations search terms:
- which you expect are often searched by end users;
- in respect of which you wish end users to click on to your site;
Purchasing Adwords often occurs online and is based on the system of the highest bidder. The site or link of the highest bidder will be displayed above the (free) search results with a relatively large chance that the end user will select such a link. Who offers the most for a combination of words will have to pay this amount each time an end user clicks on the link. This can quickly lead to considerable total amounts.
Paid search engine marketing is not actively supported by the UT web editors. There are facilities that can support a paid search engine campaign:
- de content tips and guidelines that apply for the Organisation or Unpaid Search Engine Optimisation;
- the fact that both the new Portal Utwente.nl, te Index and the existing websites and portals have been provided with a Google Analytics account. This account can be used, for example, to define conversion targets that can then be linked to a paid Adwords campaign.
As regards inspection of the Google Analytics account or a temporary guest, we recommend that you coordinate this with the Communication Advisor of your Faculty, Institute or Service or the Communication Manager. You can contact the Online Media department at firstname.lastname@example.org for authorisation of your guest account..