Shifting S E O Gears to gain a rush of search engine visitors with enhanced sales and brand visibility is something every business and website owner wants to do. Since everyone is doing all kinds of optimization and marketing, it's not enough to follow standard procedures. There has to be an innovative campaign that makes the website and company behind it stand apart from the crowd.

The site needs to have a polished and professional look and feel, with a design and creative aspects that accurately convey the company's core message while providing a positive user experience. Marketing and promoting the company on the Internet calls for search optimization as well as SEM with a PPC (pay per click) campaign at its core. A business that sells products or services must also consider ways of generating leads.

At a basic level, acquiring leads and paid search traffic is nothing more than a numbers game. Fuel the campaign with a decent budget and tweak it until there's a steady flow of visitors and conversions. Any subsequent boost in sales is simply a matter of a bigger budget. Needless to say, this is feasible only when the CPC (cost per click) is small enough relative to the earnings.

PPC campaigns provide an instant dose of traffic, but SEO is a whole different thing. The aim with optimization is to set up a steady and sustainable flow of unpaid organic search visitors for a list of high-value keywords. A lot of hard work goes into giving the site a makeover and adding to it with offsite optimization over an extended period.

Needless to say, both SEO and PPC campaigns need to be handled by experienced professionals who know and keep track of the fast-changing rules of the game. Apart from search algorithms, website owners also need to keep in mind the innovation and technological advancements in the way that customers access the Internet and shop online. A traditional online marketing campaign is of no use in today's Web 3.0 environment.

SEM has to take into consideration the impact of everything from local search to smart phone apps and social networks. PPC technology now allows for search users to be targeted with ads based on their current location, time of the day and the device they are using. The groundwork that needs to be done to make the most of such microtargeting calls for a talented team with the tools to research keywords, create ads, and place and manage bids.

Running an SEO and/or SEM campaign is not something that can be learnt on the fly or perfected with trial and error. There are more than 50 million new websites being added every year, and there's no room to make mistakes and then recover. Getting traffic gets harder by the day unless the site is optimized and marketed to a level where the brand is in a league of its own, and it doesn't matter how many new websites pop up in the market targeting the same keywords.

Getting to such rarefied levels is not rocket science. However, it has a certain method that calls for an expert team equipped with a budget and all kinds of tools and software. The design and other site elements are upgraded, and SEO activities are followed up with lead generation and a hi-tech marketing operation. Those who shift these S E O Gears in the right manner will find their website and business racing forward with unfettered growth towards complete domination of the market.