Search engine marketing, or SEM as it is abbreviated, generally refers to the practice of increasing exposure to your online business through search engine results. By combining a variety of techniques, SEM sets out to make your website a prominent result for users searching for any product or service you offer.
By increasing the relevance of your site in relation to your products and services, it’s possible for a SEM company to deliver marked results in terms of both visitors and conversion rates. It achieves this by creating a synergy between your website, and the way that search engines determine their results.
Although there are viable secondary methods of internet marketing, including viral marketing and word of mouth, SEM marketing remains one of the most viable means of penetrating the online market. There are two basic methods of achieving good rankings in SEM. First, a company may use a paid advertising model, such as Google Adwords, to get what are known as “paid rankings”. Second, they may carry out search engine optimisation, (SEO), either in-house or through the services of an SEM firm. This generates what are known as “organic” or natural rankings.
Logic suggests that the paid model probably achieves quicker results, (depending of course on how much you can afford to pay) in terms of ranking highly. However, it’s an interesting insight into the virtual habits of users to note that in many (but not all) cases, organic results are considered more effective. This is largely because of the fact that organic results are based on the presence of the term you’re searching for on the page, while paid results are triggered based on your advertisement keywords, and therefore do not necessarily reflect the exact information you were searching for.
Search engine marketing services usually involve either or both the management of a pay per click advertising model, and the search engine optimisation of your website. The end goal is always to ensure that whenever a user searches the internet for a keyword term related to your business, your website shows up as a prominent result.
The greatest website in the world is useless if nobody can find it. This simple truism is not only the foundation of SEM, but the basis of the demand for it. With literally millions of websites and users online, getting your product in front of the user who’s looking for it is not only important, it’s essential. And that makes SEM essential too.