Search Engine Marketing Defined
Paid Search Is Now SEM
Search engine marketing, now called “Search Marketing” a process for getting site visitors (aka traffic) which translates into more visibility to a website from the search engines via non paid tecniques and paid advertising. Search engine marketing is now often referred to as merely “search marketing.”
Search Marketing Includes SEO and SEM
Search Marketing therefore has two component . . .
- SEO: (Search engine optimization: Earning traffic through unpaid or free listings
- SEM: (Search engine marketing): Buying traffic through paid search listings
Note that “Search Engine Marketing” as an overall phrase has been shortened to “Search Marketing” and is now the overall term for both SEO and SEM. The term “search engine marketing” (SEM) has now become the common term for paid search engine entries like Google AdWords.
Search engine marketing is most often referred to as “Pay Per Click” or PPC where you, as a business owner, pay for advertising by paying a specific amount of money every time one of your ads is clicked on by a prospective customer. This is really nothing more than paying for site visitors as opposed to using the organic or “free” method for gaining search engine rankings to attract site visitors.
Although there are other types of pay per click, the search engine advertising is by far the most common. The ads in a PPC arrangement are placed by advertisers bidding for the search engine’s links, so the more you bid the higher your link will be placed in the PPC link structure.
Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering. If you bid on the keyword “Big Software” for example, your ad could appear at the number one advertised position on the Google search engine results page (SERP).
What is PPC?
Every time our ad is clicked, sending a visitor to our website, we have to pay the search engine a small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it. In other words, if we pay $3 for a click, but the click results in a $300 sale, then we’ve made a hefty profit.
A lot goes into building a winning PPC campaign: from researching and selecting the right keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions. Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business. So if you want to start using PPC, it’s important to learn how to do it right.
SEO – Is is truly Free?
Although website owners do not pay Google directly for listings (aka rankings) in the Google organic search, top rankings are rarely “free.” We need to be very clear about this: To get top rankings in major market niches in high population areas, you must employ professional SEO techniques. This means either the website owner learns SEO or he/she must hire an SEO company to perform this service.