Search Engine Marketing - Online Marketing

What is Search Engine Marketing (SEM)?

The purchase of the Ads on search engines like Google, Yahoo or Bing gains the market online and thus is known as Search Engine Marketing (SEM). By increasing the visibility on the Search Engine Result Page (SERP), the promotion of the website is increased.

What are Search Engines?

Algorithms are used by the search engines for providing the relevant results to the user. They not only query the search keywords entered by the user but also the user’s location, the type of device and the operating system worked on, according to the preference of the user and the identities.

The user is happy with the results for better search algorithms.

Search Marketing Approaches

Search marketing has two approaches:

  • Earning traffic through unpaid or free search listings (SEO Methods)
  • Buying traffic through paid search listings (PPC Ads)

The traffic is earned by the advertisers through unpaid listings and this is done by two methods – organic and non-organic search.

Organic SEO
Non-organic SEO
More time is taken to create as it is more concentrated towards content creation, building hyperlinks, keyword enhancement etc
It is speedy.
It yields late effect.
It brings immediate effect.
It focuses on long term results.
It focuses on short term results.
It is inexpensive.
It is very expensive.
They cannot be affected financially.
Once the design of the website and its content is good, it requires less management.
They can get affected financially.
It required high degree of management.
Organic SEO is called White Hat search tactic.
Inorganic search is Black Hat search tactic.

How to Get Organic Results?

Search Engine Optimization yields the organic results. Time and expertise need to be invested in creating an efficient website for yielding long lasting trust in the business.

The business website is build as per the SEO techniques where White Hat Tactics are used for rank improvement.

How to Get Inorganic Results?

They can be improved in two ways −

  • Improving your quality score
  • your bids for keywords and Ads

The checklist of the inorganic search optimization is as follows:

  • The keywords are to be properly minded and are to be grouped into relevant themes.
  • Correct match type need to be used by estimating the bid on all the match types and the benefiting one is selected.
  • The Ad copies and the landing pages are to be tested.
  • CTR need to be improved.
  • Aim for higher quality score.
  • Relevant locations are targeted and the places that are likely to give the business results are targeted.
  • The search query report is run and the prominent keywords are filtered on the most searched keywords.
  • Bid the keywords accordingly. Calculate and strategize methods to achieve ROI.

Organic versus Inorganic Search - Which is Better?

It is always advisable for the small businesses to start with Organic SEO as it is associated with low-cost investment. The presence of internet is built gradually and a solid foundation for the business is created. The organic search results get more viewer attention.

For targeting the customers, inorganic SEO is suggested, such as PPC advertising. It is to be ensured that the investment is made in appropriate advertise. Huge funds are required for hiring a management or a dedicated expertise for looking after the searches.

Though organic and inorganic results are independent of each other’s performance, the business need to perform well in both for boosting the business. Paid Ads boost the business and website ranking. Organic results marks trust on the business.

What are the steps Involved in Search Engine Marketing?

The following are the steps involved in search engine marketing:

Step 1 − Define Effective Strategy

  • The target audience are to be defined.
  • Their needs and motivations are identified.
  • Highlight on how best the product serves the needs.
  • The position of the business in the market place is reviewed.
  • The competitors are to be identified.
  • Specific goals and benchmarks are to be identified.

Step 2 − Choose Right Keywords

  • The phrases relevant to the business are selected.
  • The phrases that are searched by the target customers are selected.
  • Brainstorming sessions are to be conducted when customers think about products and capabilities.
  • The sales and the customer service team have to be interacted.
  • A keyword research tool has to compile a list of highly searched terms.

Step 3 − Optimize the Website Content

  • Focus on the website structure. Keep it simple.
  • When the website is visited, the search engine targets for the underlying code of the website.
  • The user’s attention can be retained by creating a crisp, clear and correct content.
  • The keyword phrases are used relevantly in page title tags, heading tags, directory names, alt tags and meta tags.
  • Pay attention to meta description. It is shown in the search results below the link, providing a great opportunity to bring visitors to the Website.

Step 4 − Submit the Website for Indexing

It is ensured that all the pages of the website are completely indexed by the search engines like Google, Yahoo and Bing to make the business online to the customers.

To get indexed by other engines, the website is submitted to DMOZ.org, an Open Directory Project. Once the website is accepted at DMOZ, the website can be indexed by Yahoo and other search engines.

Step 5 − Add Quality Links to the Website

  • Build links to the website from valued links of other websites that are frequented by the targeted visitors.
  • The website becomes more popular among Google and other engines when the quality of the inbound links is more.
  • The website content is made link-worthy. Interesting and informative content is created on the website like library of best practices articles, blog trends in the industry, etc.
  • The links from vendors, customers, business partners, and trade associations need to be garnered.
  • Distribute press releases and articles online.

Step 6 − Manage Paid Search Advertise

  • The most relevant keywords are bid and are not selected only on the basis of popularity.
  • It is to be ensured that the potential customer is interested in the product offered.
  • The bidding strategy is tied to the business results. High ROL is produced by a lower Ad in many cases.
  • Finally, a compelling ‘call to action’ is included in the Ad and traffic is sent to a relevant landing page tied to the Ad.

Step 7 − Measure Success of Advertise

  • Check the past performance
  • The CPC, CPR, Clicks, Bounce rate, Impressions, ROI, etc are to be measured.
  • The progress and problems are monitored by employing the Web Analytics.
  • The position in the search results is regularly monitored.
  • Identify problems and plan strategies to improve the results in the future.

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