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SEARCH ENGINE MARKETING: THE MOST TARGETED WAY TO REACH YOUR AUDIENCE |
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| Search Engine Optimization (SEO) has several popular definitions, but in a nut shell, it is the altering of a web site, web pages and web links to improve visibility, rank and relevance in the organic, crawler-based listings of search engines. Search Engine Marketing (SEM) on the other hand, can be defined as the process of paying search engines or directories to enhance a site's position. SEM can help web developers utilize advertising opportunities to increase frequency and rank with the search engines. However, developing a strategy to do this, and implementing that strategy can be a vexing task. To implement a successful search engine strategy, you must have a good understanding of what search engines, their users, and your customers are looking for and then build a comprehensive plan to satisfy their collective needs. It is important to consider the use of both SEO and SEM to increase the regularity with which the search engines display your site. Each of these methods is not mutually exclusive, and a comprehensive approach to search engine strategy will incorporate elements of both. Search Engine Optimization Search Engine Optimization (SEO) is the practice of enhancing the content of your site for crawler-based search engines. SEO will increase your site’s ranking in the organic results page. While it can take as long as 90 to 120 days to see results, it may be the most efficient way to ensure progress. While SEO is the starting point to acquiring better rankings, there are other actions you can take to keep your rankings high. Web site owners spend significant time and resources to achieve better rankings even as the search engines change on a weekly, daily, even hourly basis. Strategies and resources need to be developed to constantly monitor your ranking. An index of tactics used to increase SEO may include:
Search Engine Marketing (SEM), often referred to as Search Engine Advertising, is the process of buying keyword listings from the search engines themselves. Pay-per-click is perhaps the most popular form of SEM, where companies such as Overture, Google AdWords, FindWhat.com and Kanoodle.com will allow you to bid on pay-per-click rates for given searches. Here's how it works: a rate is set for keywords. Once a viewer clicks on the sponsored link, a deduction is taken from the sponsor's account. Pay-per-click (PPC) generally involves:
Search Engine Optimization is a sub-set of Search Engine Marketing, so a complete SEM plan should always include SEO. A comprehensive search engine marketing campaign contains the following functions:
On the other hand, sponsored searches cost money, but you only pay for what you use. No matter where your web site shows up in the organic ranking, SEM will put you on the first page of the searches you purchase, giving you visibility when you really need it. So what happens if you decide not to do either? Nothing… and that is exactly what you don’t want. You are in a competitive arena. Market share is being won by the folks who take these steps everyday. Buyers who use the web will see your competition long before they see you. Is that acceptable? Only you know. A comprehensive search engine strategy can help you grow your brand equity, your sales and your bottom line. A good SEM partner can help you set goals, develop strategy, monitor rankings, and make adjustments as necessary. It’s a continuing cycle with dividends that are well worth it. |
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