Search Engine Marketing - an Overview

Search Engine Marketing (SEM) is starting to become a popular term used in web marketing circles. Some confusion still exists though as to how it differs or fits with Search Engine Optimisation (SEO). In this article we take a look at what Search Engine Marketing is all about and why it’s important for any online business.

What is SEM?
Search Engine Marketing (often shortened to SEM) is the term commonly applied to the overall planning and marketing for online businesses through using various search engines. This normally involves the development and then implementation of a complete marketing/advertising plan.

Search Engine Optimisation (SEO) is therefore usually an important component of any SEM but is only part of an overall approach that would include other search engine advertising avenues. These advertising avenues would typically include paid listings/advertising in some form. This may include:

• Paid Inclusion into some of the major search engines
• Pay-per-click (PPC) Advertising
• Placement in specific directories, shopping, or search-related sites.

In practical terms, SEM is therefore all about planning for how best to maximise the use of both free (often referred to as “organic”) and also fee-based options.

Importance
While website owners are gradually becoming more aware of the needs and benefits of undertaking Search Engine Optimisation, they are less aware of how other search engine advertising can assist the overall marketing of their sites. For example, pay-per-click advertising through major sites like Overture is a prime component of advertising plans and budgets for many major on-line companies. Advertising of this type can produce immediate results that might otherwise take some time to achieve through organic search engine results.

Marketing plans involving various search engine options provide substantial benefits to most businesses. The simple reason for this relates to the fact that potential customers sourced from the search engines are actually already looking for the product/service. This allows the opportunity to more readily convert targeted customers into sales.

The Future
Businesses hoping to be competitive in the on-line world will increasingly look to take a more holistic approach to their marketing efforts. Already we are seeing SEO specialists also offering SEM services that include development of overall marketing strategies and the management of pay-per-click campaigns. As part of this approach, many services are also undertaking detailed monitoring and reporting to ensure that relevant ROI rates are achieved.

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