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People will use search engines to search for something that they’re looking for, and they’ll be able to find it by the organic results (SEO) or by the paid results (SEM).\r\nMost people search online before buying anything, so having a strong presence in search is crucial and using a strategic combination of both can boost your visibility in the long term.\r\nSEO is for organic traffic – so that’s unpaid or free listings, and SEM is for targeted ads that you pay for. They can be complementary but only if the website itself is SEO-friendly first, then SEM has a greater chance of being successful.\r\nSEO is the foundation for good SEM and when you have each set up properly, you have a better chance of getting high-quality traffic and improving conversion rates. Once you have an SEO-friendly site and sponsored ads that are targeted properly using the right keywords, you have more chance of showing up at the top of paid searches. 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But, there is one aspect of SEO that stays constant: SEO is made up of On-Page and Off-Page activities.\r\n<span style=\"font-weight: bold;\">What Components Does SEO Include?</span>\r\nAs stated above, SEO is comprised of two different activities:\r\n<span style=\"font-style: italic;\">On-Page SEO</span> includes incorporating selective keyword naturally into title tags, meta descriptions, heading tags, alt text, etc.; blog posts and page copy that is written and optimized with quality; clean and formatting page URLS; optimized page load speed; Google authorship incorporated; social sharing integration within your content and much more.\r\n<span style=\"font-style: italic;\">Off-Page SEO</span> includes creating a high quality, natural backlink profile (aka having other high-quality/authoritative sites link to your site naturally); social sharing signals; social bookmarking (Stumbleupon, Reddit), and so on.\r\n<span style=\"font-weight: bold;\">What Is search Engine Marketing (SEM)?</span>\r\nAccording to Wikipedia, “Search engine marketing is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPS) through optimization and advertising.” SEM includes SEO tactics, as well as several other search marketing tactics.\r\n<span style=\"font-weight: bold;\">What Components Does SEM Include?</span>\r\nOther than search engine optimization, SEM includes the use of paid search, such as pay per click (PPC) listings and advertisements. Most of the time, SEM strictly includes PPC campaigns and activities, but if you use SEO and paid search, that falls under SEM efforts.\r\n<span style=\"font-weight: bold;\">What Is the Main Difference Between SEO and SEM?</span>\r\nThe main difference between these two terms is that search engine optimization is simply a component of search engine marketing. As mentioned above, SEM includes components of paid search, such as PPC and also SMM (social media marketing).\r\nIt is important to note that you should never use the terms SEO and SEM interchangeably because although they work hand in hand, they are not the same term.","iconURL":"https://old.roi4cio.com/fileadmin/user_upload/icon_SEO_SEM.png","alias":"seo-sem"},"795":{"id":795,"title":"Marketing - software","description":"The departments of marketing companies use marketing software to market actively on various web channels via websites, email, social networks, and to automate daily tasks. 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They are also very useful in expanding businesses’ reach and allow companies to focus on more pressing matters.\r\n<span style=\"font-weight: bold;\">Why Use Marketing Software?</span>\r\nWhy to use marketing software, you might ask. Whether you are looking for ways to better manage your marketing campaign, make the most out of your resources, or improve your lead nurturing process, having good marketing software is a great way to improve your operations. Here are some of the advantages of marketing software:\r\n<ul><li><span style=\"font-weight: bold;\">Reduces Tedious Tasks.</span> If we focus on the definition of marketing software, we should be able to conclude that it is meant to eliminate repetitive duties that take up a huge fraction of your daily routine. Tasks such as compiling your clients’ information, sending emails to your leads, and scheduling the posting of content can be time-consuming and while they are important, they leave you with little time to focus on tasks that demand your immediate, undivided attention. By utilizing content marketing systems, resource optimization programs, and other marketing software; you can eliminate the hassle of juggling everything manually, allowing you to delegate more important responsibilities to your staff.</li><li><span style=\"font-weight: bold;\">Streamlines Marketing Efforts.</span> Marketing campaigns require the simultaneous use of multiple channels to communicate with your target audience.&nbsp; Marketing software solutions are designed to help you coordinate various programs in a single, easy-to-manage platform. This means you no longer have to jump from system to system to execute your campaign seamlessly. Most of these applications also offer a full suite of tools that let you manage content, nurture leads, and measure your campaign efforts accurately, promptly, and efficiently.</li><li><span style=\"font-weight: bold;\">Improves Accountability.</span> When it comes to monitoring or analyzing lead conversions and marketing campaigns, accountability plays an important role. With the use of marketing software, you can eliminate the risk of human error and make sure you get all the statistics you need at a glance.</li><li><span style=\"font-weight: bold;\">Makes Customer Management Easier.</span> Developing relationships with potential clients at each phase of the sales process is crucial to helping your business thrive. However, this is not as simple as convincing prospects to purchase products or keeping them posted on your offers. Attracting and retaining clientele are extensive processes wherein you must pinpoint the people who will most likely need your services, listen to their concerns, and respond to them on time every time they contact you. By using a CRM software or lead nurturing system, you can effortlessly schedule email campaigns, reply to leads promptly, build a better online presence, and keep tabs on current customers.</li><li><span style=\"font-weight: bold;\">Document Progress Faster.</span> Tracking your leads, resources, content, and campaign success rates may sound easy at first, but it won’t be as simple when you are dealing with multiple campaigns, handling hundreds of customers, and creating an extensive amount of content all at the same time. Using marketing systems, your company can become more agile in its varied campaign initiatives. You can quickly create accurate progress reports that help you assess the effectiveness of your strategies and determine how to improve them in the future.</li></ul>","iconURL":"https://old.roi4cio.com/fileadmin/user_upload/icon_Marketing_software.png","alias":"marketing-software"},"814":{"id":814,"title":"Landing pages","description":"In online marketing, a landing page, sometimes known as a &quot;lead capture page&quot;, &quot;static page&quot;, or a &quot;destination page&quot;, is a single web page that appears in response to clicking on a search engine optimized search result, marketing promotion, marketing email, or an online advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link. Landing pages are used for lead generation. The actions that a visitor takes on a landing page is what determines an advertiser's conversion rate. A landing page may be part of a microsite or a single page within an organization's main web site.\r\nLanding pages are often linked to social media, e-mail campaigns or search engine marketing campaigns in order to enhance the effectiveness of the advertisements. The general goal of a landing page is to convert site visitors into sales or leads. If the goal is to obtain a lead, the landing page will include some method for the visitor to get into contact with the company, usually a phone number, or an inquiry form. If a sale is required, the landing page will usually have a link for the visitor to click, which will then send them to a shopping cart or a checkout area. By analyzing activity generated by the linked URL, marketers can use click-through rates and conversion rate to determine the success of an advertisement.","materialsDescription":"<span style=\"font-weight: bold;\">What is a landing page?</span>\r\nLanding pages are selling pages. Ideally - ONE page that:\r\n<ul><li>first introduces the proposal,</li><li>then describes the “goodies” and benefits of YOUR offer,</li><li>and finally, allows you to “skim the cream” - get a subscription, letter or call from a potential client.</li></ul>\r\nAnd if you have a store or a catalog of goods (services), then get the transition to the store for purchase.\r\n<span style=\"font-weight: bold;\">Should the landing page be located on a separate resource or on my website?</span>\r\nIt is possible but not necessary. It is important to understand: a landing page in the perception of the Internet user is a separate page with a special offer. It can be physically located on the other side of the world. Or lie literally next to them. In any case, it is one click from your store. But its perception by the visitor - as well as the result - does not change in any way.\r\nThe only caveat: if the landing page is created on a reputable and specialized service with a high rating, then the likelihood of visiting it and triggering increases. And the availability of technical support for the service allows you to count on its round-the-clock availability.\r\n<span style=\"font-weight: bold;\">Landing against the site - a real contradiction or myth?</span>\r\nIn fact, the problem is far-fetched, and there is no contradiction. The landing page (selling page) and the regular site differ in many ways, but they don’t “fight” at all, and in many cases, they successfully complement each other. You can own and use productively:\r\n<ul><li>Separate landing (one or more),</li><li>A separate site (corporate office, storefront, catalog, store, online magazine or online school),</li><li>A site with an unlimited number of landings.</li></ul>\r\nAnd you can actively use a bunch of landing sites (your own or others), extracting the maximum benefit from this.<br />It all depends on the specific tasks that you set for each element of this scheme and their successful combination.\r\n<span style=\"font-weight: bold;\">What are the main differences between a landing page and a site?</span>\r\n<ul><li>The &quot;purity&quot; of the idea and its visual display,</li><li>Refusal of all superfluous, doubtful and &quot;passing&quot; elements,</li><li>Maximum emphasis on the main thing, use of the most effective means and formulations for this,</li><li>As a rule, the solution of one single task: to convince or inform about something, sell something, attract customers to the store or participants for some specific event.</li></ul>\r\n<span style=\"font-weight: bold;\">What is necessary to create a good landing?</span>\r\n<span style=\"font-weight: bold;\">1. Clear and detailed information about who and why the landing page is created.</span> A full description, actual and digital characteristics and a sufficient selection of illustrations. Approximately the same as you would surely introduce to a future partner, investor or buyer in order to arouse trust and desire to cooperate and buy.\r\nFor what? To arouse trust and desire to cooperate or buy. And, so that there is no room for silly questions. Smart ones are welcome.\r\n<span style=\"font-weight: bold;\">2. An idea of how the landing page will &quot;work&quot;.</span> In other words, the script. Where to start, what to talk about next, then to complete a &quot;conversation&quot; with a landing visitor. Where and what accents to place. What to say (or keep silent). And how to bring a potential customer to the most important thing - the formed desire to buy.","iconURL":"https://old.roi4cio.com/fileadmin/user_upload/icon-landing-pages.png","alias":"landing-pages"}},"branches":"Information Technology","companySizes":"101 to 500 Employees","companyUrl":"https://landerapp.com/","countryCodes":["USA"],"certifications":[],"isSeller":true,"isSupplier":false,"isVendor":true,"presenterCodeLng":"","seo":{"title":"Lander","keywords":"","description":" Lander is a landing page building company that offers marketers the opportunity to customize high-conversion landing page templates.\r\nWe’re committed to helping you grow your business. Period. We’ve helped countless small and mid-sized businesses blow past th","og:title":"Lander","og:description":" Lander is a landing page building company that offers marketers the opportunity to customize high-conversion landing page templates.\r\nWe’re committed to helping you grow your business. Period. We’ve helped countless small and mid-sized businesses blow past th","og:image":"https://old.roi4cio.com/uploads/roi/company/Lander_Logo.png"},"eventUrl":"","vendorPartners":[],"supplierPartners":[],"vendoredProducts":[{"id":6522,"logoURL":"https://old.roi4cio.com/fileadmin/user_upload/Lander_Logo.png","logo":true,"scheme":false,"title":"LanderAPP Landing Page Builder","vendorVerified":0,"rating":"1.00","implementationsCount":0,"suppliersCount":0,"supplierPartnersCount":0,"alias":"landerapp-landing-page-builder","companyTitle":"Lander","companyTypes":["vendor"],"companyId":8999,"companyAlias":"lander","description":"<p>With <span style=\"font-weight: bold;\">Lander App</span> you are able to get your own Landing Page without help from ITs or Designers. 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On Lander you can find high-conversion templates: make our designs your own.</p>\r\n<p>Lander gives you a powerful yet simple","og:image":"https://old.roi4cio.com/fileadmin/user_upload/Lander_Logo.png"},"eventUrl":"","translationId":6522,"dealDetails":null,"roi":null,"price":null,"bonusForReference":null,"templateData":[{"id":142,"title":"Landing Page Builders"}],"testingArea":"","categories":[{"id":814,"title":"Landing pages","alias":"landing-pages","description":"In online marketing, a landing page, sometimes known as a &quot;lead capture page&quot;, &quot;static page&quot;, or a &quot;destination page&quot;, is a single web page that appears in response to clicking on a search engine optimized search result, marketing promotion, marketing email, or an online advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link. Landing pages are used for lead generation. The actions that a visitor takes on a landing page is what determines an advertiser's conversion rate. A landing page may be part of a microsite or a single page within an organization's main web site.\r\nLanding pages are often linked to social media, e-mail campaigns or search engine marketing campaigns in order to enhance the effectiveness of the advertisements. The general goal of a landing page is to convert site visitors into sales or leads. If the goal is to obtain a lead, the landing page will include some method for the visitor to get into contact with the company, usually a phone number, or an inquiry form. If a sale is required, the landing page will usually have a link for the visitor to click, which will then send them to a shopping cart or a checkout area. By analyzing activity generated by the linked URL, marketers can use click-through rates and conversion rate to determine the success of an advertisement.","materialsDescription":"<span style=\"font-weight: bold;\">What is a landing page?</span>\r\nLanding pages are selling pages. Ideally - ONE page that:\r\n<ul><li>first introduces the proposal,</li><li>then describes the “goodies” and benefits of YOUR offer,</li><li>and finally, allows you to “skim the cream” - get a subscription, letter or call from a potential client.</li></ul>\r\nAnd if you have a store or a catalog of goods (services), then get the transition to the store for purchase.\r\n<span style=\"font-weight: bold;\">Should the landing page be located on a separate resource or on my website?</span>\r\nIt is possible but not necessary. It is important to understand: a landing page in the perception of the Internet user is a separate page with a special offer. It can be physically located on the other side of the world. Or lie literally next to them. In any case, it is one click from your store. But its perception by the visitor - as well as the result - does not change in any way.\r\nThe only caveat: if the landing page is created on a reputable and specialized service with a high rating, then the likelihood of visiting it and triggering increases. And the availability of technical support for the service allows you to count on its round-the-clock availability.\r\n<span style=\"font-weight: bold;\">Landing against the site - a real contradiction or myth?</span>\r\nIn fact, the problem is far-fetched, and there is no contradiction. The landing page (selling page) and the regular site differ in many ways, but they don’t “fight” at all, and in many cases, they successfully complement each other. You can own and use productively:\r\n<ul><li>Separate landing (one or more),</li><li>A separate site (corporate office, storefront, catalog, store, online magazine or online school),</li><li>A site with an unlimited number of landings.</li></ul>\r\nAnd you can actively use a bunch of landing sites (your own or others), extracting the maximum benefit from this.<br />It all depends on the specific tasks that you set for each element of this scheme and their successful combination.\r\n<span style=\"font-weight: bold;\">What are the main differences between a landing page and a site?</span>\r\n<ul><li>The &quot;purity&quot; of the idea and its visual display,</li><li>Refusal of all superfluous, doubtful and &quot;passing&quot; elements,</li><li>Maximum emphasis on the main thing, use of the most effective means and formulations for this,</li><li>As a rule, the solution of one single task: to convince or inform about something, sell something, attract customers to the store or participants for some specific event.</li></ul>\r\n<span style=\"font-weight: bold;\">What is necessary to create a good landing?</span>\r\n<span style=\"font-weight: bold;\">1. Clear and detailed information about who and why the landing page is created.</span> A full description, actual and digital characteristics and a sufficient selection of illustrations. Approximately the same as you would surely introduce to a future partner, investor or buyer in order to arouse trust and desire to cooperate and buy.\r\nFor what? To arouse trust and desire to cooperate or buy. And, so that there is no room for silly questions. Smart ones are welcome.\r\n<span style=\"font-weight: bold;\">2. An idea of how the landing page will &quot;work&quot;.</span> In other words, the script. Where to start, what to talk about next, then to complete a &quot;conversation&quot; with a landing visitor. Where and what accents to place. What to say (or keep silent). 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