Search Engine Marketing is a digital marketing
approach
to boost awareness and create traffic to a website search
engine results. This is primarily done through paid advertising and it is one
of the most efficient methods of business growth in a highly competitive
marketplace. With rapid increase of business striving towards a target, search
engine marketing is definitely the extra needed to be ahead.

This is a rapid increase in the
number of inquires made by costumers online towards items which are available
online for sale. Costumers use the internet to do relevant research of products
and view services before they do any transaction and with the unprecedented
growth in online activity, all business should take up the advantages of SEM to
bring increase to visitors on their websites because it is an important
component for marketing, advertising and promoting business.





Why Should I Use SEM?


Improve brand awareness:
SEM gives
significant exposure and awareness for your brand. There are literally millions
of online search every day and 80% of search ads improves brand awareness by
the same percentage thereby reaching out to lots of potential customers. Though
your ads may not receive multiple clicks which will redirect to your website
but your brands continues to stay at the top related search and remains visible

It is a dependable traffic source


Types Of
Search Engine Marketing

Types Of Search engine marketing ads networks mostly used
are two basic search networks that search engine marketing experts focus on are
Google AdWords and the Bing Ads.

Google AdWords is divided into two
networks: Google Search Network and Google Display Network. Google search
network consists exclusively of search-related websites owned by Google, while
the google display network includes properties such as YouTube, Blogger and
Gmail.

The Bing Ads because of their
alliance with Yahoo,allows customers to buy ads on both the Yahoo’s network of
websites and Bing’s network.

However, Google AdWords is a larger
network and the price is often more cheap on Bing Ads. Marketers could be able
to get a better rank for a competitive keyword phrase for less than they get on
Google.


How Does
Search Engine Marketing Work?


SEM uses what is known as a
sophisticated algorithms to ensure the required results are received per click
with relevant informations. To get the required visibility may be difficult as
there are a lot of competition also, it is therefore vital to go for the paid
search advertising. In the category of paid search advertising, the paid ads is
positioned at the top or side of the search engine page, when users search
online using keywords. Your ads will be displayed and also as a related search
results.

As a customer looking for a product
or service online, you go using a search engine and type in your search terms
(also known as keywords). Ads will be displayed at eye catching locations on
the page – along with the other relevant search listings that match the
keywords used. The paid listings are highly relevant to the specific search,
making it likely that the users will click on them and get the information they
want. Though it is not important to use all components of search engine
marketing but having a blend of all component is not a bad choice either. It
will only improve awareness in all forms.

From the marketer's view, search
engine marketing networks are self-serve operations and functions. When the
marketer selects the network, he or she can get a campaign up within a short
period of time.

When campaign is set within an SEM network, the marketer is
prompted to:

  • Select a set of keywords related to their website or
    product;
  • Select
    a geographic location for the ad to be displayed within;
  • Create
    a text-based ad to display in the search results;
  • Bid
    on a price they are willing to pay for each click on their ad.
  • Text-only
    ads are easy to produce. Marketers put in a headline, text of their for
    the body of the ad, a call-to-action and a URL for the hyperlink for the
    website.

How To Do
Search Engine Marketing?

It
is noticeable through search engine marketing that major number of web traffic
on a website KS from related web search. For major search engines such as
Google, Yahoo, Bing they have certain ground rule of major standards for
creating search engine promotion. There are two different ways of advertising
using search engines and they are search engine optimization and paid search
advertising. Search engine optimization is a method of developing a website
whereby the content get top rankings on search results while the paid search
advertising as discussed above is just simply the purchase of paid listings
using selected keywords.

To effectively use the search engine
marketing
to attract the necessary traffic to your website, you need
to:

Hire a SEO expert or marketing professional: Although you can learn how to structure and develop the
search engine marketing, it is important to employ someone with top experience
who can create the platform and develop the vital changes needed for your
website. You can develop a budget of a search engine marketing executive.

Use a Search Engine for Advertising

Research vital keywords :
Deciding which keywords are very commercial and beneficial for your website
will profitable for search engine optimization and paid search advertising.

Conduct searches using what you decided to be your most
popular keywords
: Compare the relevance based on
your competition. If that search results brings up competitors and other
products that offers the services you offer, then you may try to get a larger
share of that market. If the search results don't bring up similar products to
yours, change your terms to try to find more specific words that will be more
profitable.

Try some paid advertising for research : Set up Pay-Per-Click campaigns using your top keywords on
Google AdWords for example. Determine the number of sales made for your ad to
get a percentage.

Analyze the commercial value of your keywords by
establishing the profit you get from the clicks you receive
. Consider how much money you reap per 100 visitors. For
example, if you receive 1000 clicks from a PPC ad promotion and you make a
profit of an amount of money then you can determine the value of one click.

Develop your website with a clear hierarchy: Each website should have at least 1 fixed text link. In
order for a link to be popular in all related search and achieve high search
engine ranking, it should be easy to find, remember and quick access.

Avoid hiding your keywords inside rich media: While JavaScript and web developing tools might improve the
outlook of your website, the information in your site will be hidden so that
search engine crawlers cannot see it. Select a straight forward web design
whenever possible, easily accessible and use.

Use simple URLs that contain your keywords: Each page of your website with important content should
contain at least 1 of your profitable and commercial keywords. Simplify your
URLs before you post content to your site.

Hire writers to create content: To get higher ranking on search engines, articles, videos,
tutorials and other content should contain your profitable keywords in the URL,
headline, first sentence and first paragraphs. This concentration wilol improve
your website ranks in search results.

Use landing pages: Creating
a visually appealing page for your content that focus on your customer's needs
will increase your conversion rate. Landing pages can be set up to monitor
vital search engine data, so that you can evaluate them next to your website
homepage.

Develop high-quality content: Most search engines propose that you invest in high-quality,
customer oriented content which costumers can relate with. The more you
motivate people to return to your website, the more popular the link is and the
ranking will be higher on search engines.

What Are
Search Engine Marketing Strategies?

Getting the right awareness,
publicity and traffic to your website using a search engine results page can be
challenging and if you're not utilizing the proper strategies it could become
worse. The information asymmetry makes search engine marketing strategy
difficult to implement reason being that SEO experts lack the major information
about major search engines algorithms for high ranked site. Their are no 100%
effective strategy for search engine marketing but there are 4 major elements
which can be used and are effective, which will be explained in my next Blog is
divided into four parts:


  • Positive
    On-Page SEO Signals
  • Positive
    Off-Page SEO Signals
  • Negative
    On-Page SEO Signals
  • Negative
    Off-Page SEO Signals

A search engine marketing strategy
should guarantee that the positive on-page and off-page signals are increases
while concurrently ensuring that that negative on-page and off-page signals
decreases. However, before going into what elements and signals should be
considered in a search engine marketing strategy, it is probably necessary to
explain a few key terms.

Search Engine Marketing strategies are blend of all these
activities. But it is mostly known by the term Pay-per-click ads. These ads are
more of visual and product awareness based that gives fast information at a
glance to the users. In simple words, Search Engine Marketing strategies are
anything that you do to improve your site’s ranking in search engines and in
turn pulling the traffic to your site.

Search
Engine Marketing Strategies

To excel in Search Engine Marketing
strategies what must be done first is to create a SEM plan which is
specifically designed document prepared by experts in the field of search
engine marketing.

Here are few points for creating
Search Engine Marketing strategies plan.


  • Who
    is your target audience? Do a research and carry out a survey to find out
    who actually wants to visit your site before you execute your plan

  • Define
    your goals. What is your main target and through which medium you are
    going to achieve the set target?

  • Prepare
    the tools for SEM. For instance, Keyword analysis tool will help in
    finding out the keywords which will just right for your business

  • Test
    your keywords often and include fresh content to the website and update
    your web design regularly.
  • Start
    with your link building technique. Develop your links in blogs, forums and
    other websites which will boost your search engine rankings
  • Don't
    be static to just your website, create some videos and post them on
    YouTube for example.
  • Include
    write-ups and articles about your site in article submission sites and
    give a link to your site along with the article
  • Update
    blog or RSS feed on a regular basis.



Post By : Lovegin John (3 Posts)

"Lovegin John is the CEO & Founder at Cubet Techno Labs. With 10+years of IT Industry experience, spanning from Web/Mobile application development, Product Development, Quality Assurance and Offshore/Onsite Projects management, Lovegin is a true lover of technology and entrepreneurship."

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