Search Engine Marketing is
digital marketing
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

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

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:
    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:
    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:
    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:
    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

  • 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
ranking in search engines and in turn pulling the traffic to your site.

Search Engine Marketing Strategies

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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