Promoting Your Business by Utilizing the Power and Force of Search Engine Marketing

What is Search Engine Marketing ?

Boosting your marketing strategies includes a strong understanding of Search Engine Marketing or, SEM for short. If you are confused as to what exactly SEM is, it is similar to SEO, which means search engine optimization. Those 3 letters that make up the abbreviation will be your best friend when it comes to online marketing.

The difference between SEO and SEM is that SEO entails getting ranked with organic results and natural links while SEM involves organic rankings, (ranking naturally) as well as paid search ads and other forms of advertising. When you combine the two forms of advertising, the results will be powerful.

When it comes to rankings in a search engine, such as Google, Bing, or Yahoo!, your primary goal would be to appear as close to, if not right at, the top of the search results made on your product or your content. In reference to site traffic, the sites that get the most traffic usually tend to appear near the top, but so do sites that make inordinate use of keywords.

Keywords are your bread and butter when it comes to SEM. If a short series of specific keywords keep popping up on your website and ads at a very frequent interval, then you can bet that you will skyrocket through the rankings.

Also, with regards to search engine marketing, it can be used in conjunction with specific types of searches (such as how Google offers their Web Search and Image Search).

Search engine marketing usually takes into consideration the inner workings of a search engine, as well as the content that people would look up on these search engines, not to mention a search engine that could see a level of preference above the others and is used far more often than the others.

Another way to boost your rankings by way of using SEM is through the editing of your website’s content and coding to be more SEO-friendly, this way, SEO can assist you better.

A very good example of how SEO and SEM works could is what you’re reading right now. The letters “SEM” have already appeared so many times that, if someone were to search for SEM, chances are this article would be mentioned within the first 2 or 3 pages (if all other SEO parameters are met properly).

Use SEM Wisely

However, as eager as you might be to make use of SEO and practically enslave it to bolster your website(s), you could actually find yourself getting barred from search results if you take too much of a proactive approach with SEO and SEM. Use it liberally and most importantly, naturally to, bring your website up in the rankings, but don’t push too much with it, otherwise you may find yourself in a dilemma that’s almost impossible to recover from.

You also don’t need to have any worry, as the major search engine sites, such as Google and Bing, have special tools that can help you in optimizing your website in that respective site’s search rankings…but you can also find out if that specific search engine is having any issues with managing your website in the rankings or not.

The major search engines tend to use an interesting thing called a crawler to hunt down pages to add into their search results (basically, think of insects that crawl across the rankings looking for food, which would be the websites). We also touched on this topic in our Search Engine Optimization Post

If you’ve ever heard of a little thing called crosslinking or backlinking then you’ll understand when it is said here that crosslinking is extremely important. If you are unfamiliar with the concept, crosslinking is a concept where you link one page on your website to another page on your website. An example of crosslinking is how users of Wikipedia take a phrase and link it to a Wikipedia article explaining that phrase.

Use The Right Amount of Keywords

One of the most beneficial ways to increase traffic is through the use of a keyword repeated a vast amount of times throughout your site. For example, if you’re selling a haircare product that strengthens the hair follicles and makes your hair look healthier, some good words you’d want to repeat in a variety of places on your site would be words such as “hair”, “strengthen”, “healthy”, “haircare” and the such.

Once you have created a post, article or page on your site containing those keywords, you can also use those same keywords and create an ad on Google Adwords, Bing, or Facebook. Having the same keywords will greatly increase your chances of having better ad conversions and more opt ins (prospects signing up to buy your products or subscribing to emails).

Also make sure that you update your website at a very frequent pace, so that the crawlers that search engines use have fresh information to pick at and bring back to the search engine, which, in turn will raise your rankings.

Now, in closing of what SEM means, not every website actually can benefit from the goodness of just SEO. Believe it or not, sometimes you need to take a different approach with your methods, such as pay-per-click advertisements, in order to generate enough business for your website that it does get higher up in the search engine rankings.

The Strengths of Search Engine Marketing

Now that we have the concept of Search Engine OPTIMIZATION out of the way…now it’s time to get down to the real deal. Just what is Search Engine MARKETING, and how in the world does it differ from SEO?

Well, first of all: If someone…anyone…searches up something on the Web or in a sort of directory, then they are ‘hunting’ for more information. If they are in this position at the time, there is a very good chance that this person is searching for information pertaining to something they may need in real life, or even something they’re buying. If it’s something they’re buying, that’s where you come in with your website.

Being high up in the search engine enables you to receive a good deal of traffic, especially if people are searching for information on your product, or the ability to buy it outright. You’d even get the traffic of people just looking out of curiosity.

Search engine marketing (SEM) is essentially you promoting your website or product through Internet marketing strategies that boost you higher up in the Google or Bing or some other search engine’s rankings.

When it comes to advertising (paid or unpaid, doesn’t matter), many people browsing on the Web or watching a video or anything, really, get very annoyed when an ad appears. Take YouTube, for example. In order to continue offering a free video hosting service to people, they put ads up on pretty much every other video for people to look at. Usually, people get quite ill-tempered when they see these ads, because they want to watch their video.

When it comes to you wanting to advertise your product or your website, you should consider a less invasive and forceful way of promotion. In your advertisements, offer people the chance to view more on your product or website, and keep the ad itself to a minimum length, so as to not bother the person’s current activity. This concept is known as “search-engine traffic” and it applies to almost any advertising.

In the last half a decade or so, paid advertising has bombarded the Internet, and this is mostly due in part to the major search engines requiring an alternative to their current income, as well as more marketers yearning for this “search-engine traffic”, and because both marketers and the search engines place a very high value on the people who make use of search results, they can be considered as the putty of both the marketers and the search engines to mold.

Is there an Easier Way to Get Ranked?

There are some marketers who believe that there are special “tricks of the trade” that they can utilize that can help to bring up their ranking…this is a complete and utter fallacy. If you were looking for any tricks to help you boost your ranking on your website, then you might experience a very hurtful penalty.

These “tricks” can often result in you getting the complete opposite result of what you initially intended to do. It’s much better to do the hard legwork and grind the old mill of “doing things the right way” than to take the easy path of marketing and be left with a website that practically is an online “ghost town”.

When it comes to SEO and SEM, both can be accurately compared to Public Relations, abbreviated as PR. All three of these concepts involve you being able to hire people on an internal or external basis, as well as utilizing a third party externally to help you through the concept of paid search marketing.

 

3 Ways That You Can Better Optimize Your Website Through Various Search Engine Marketing Strategies

There are 3 ways that you can truly benefit from SEM through the use of SEO and other strategies.

  1. Analyzing and Doing Extensive Research on a Keyword

This idea comes from 3 steps that you have to take.

1) You have to really look hard and be absolutely sure your website is properly indexed within the search engines. You can do this by searching for “site:www.yoursite.com” in Google.

2) You have to take some time to think about keywords, and which ones would be the best to use on your website to best promote your product or your site itself. If the market is competitive, choose lower competitive keywords that will be easier to rank for.

3) In conjunction with the second step, you have to take said keywords and apply them to your website in such a way that you will bring droves of traffic to your website and convince people to buy your product, or buy your service, or simply read your information (whichever your site pertains to, if not something else).

  1. The Popularity of a Website and its Saturation

How much of a presence does your beloved site have on the search engines? If you find out how many pages you have indexed in the search engines (which would be what saturation is), and you can also find out just how many backlinks you have on your site as well (this would be popularity), you will have the major information that you need.

On top of this, it would be best to have keywords that your potential clients/customers or simply visitors would be looking for, and at that point, you can also check to assure yourself of how high your pages rank in the Google, Bing, Yahoo!, or other search rankings. Now, this may be a bit technical for you at the time, but the algorithms of many websites’ rankings often contain link popularity, which is what was described above.

  1. Making the Best of Back-End Tools

Analytic tools and HTML validators are often considered the best of the back-end tools to make proper usage of, as you get all of the dirt on your website, as well as its visitors, and you will be able to properly assess the success of your site. There are a variety of tools, and their level of technicality can be measured based on whether they are simplistic tools to simply count your traffic, or you can really get into the thick of things with diverse, complex tools that allow you to access the very logs of a website itself to gather multiple statistics, not just the traffic, but who the traffic is, what the traffic’s doing, and when the traffic comes to your website and leaves it. Google Analytics and Webmaster Tools are great tools that can be used on a beginner and expert level.

Making it to the Top

With those three major concepts locked up inside your head, as well as being able to grasp SEO itself and just how vital its role is in SEM, you will have more success on building your website up, advertising it (or a product through your website), and most importantly, letting your website barge through all the others and make it to the very top of the search rankings.

When it comes to making it to the top of the search engine rankings, there’s plenty more to know, and you can find more helpful tips on the rest of our website…but you now know the basics and some of the advanced tips in regards to SEO and SEM and some of the SEM/SEO tools you can use to help you out further, so now you can take this knowledge with you and put it to use with your website. Hopefully in the near future, you do a search on your website for fun, and it’s number one!

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