What is SEM?
Some may argue, but I have no doubt SEM (search engine marketing) is the most important element to a powerful internet marketing strategy. The competent SEM engineers of today know that a well balanced organic, social and PPC campaign leads to long term results. Since search engines control most of the referral traffic on the web it’s a safe bet that your website will be hard to find if the engines don’t know you are there. With a good SEM strategy you can compete instantly in any market, whether it’s saturated or not. That said many website owners still turn a blind eye on a viable SEM strategy for their business.
Hopefully this article helps demystify search engine marketing in today’s world for you.
Where Does SEM Begin?
Optimization strategies for both organic and paid traffic campaigns begin when the internet user enters a keyword into a search engine. We must recognize when an internet user enters a keyword they are in a particular mood. The more we can understand about the mood they are in, the better our chances of a desirable action being taken on our website. Today’s SEM (search engine marketing) professionals really could use a degree in psychology to improve campaign result.
One common mood all web searchers share is the anxiousness to have their query answered. We can assume after the keyword is entered by the internet user, they are in a hurry to find resolution. Once an internet user lands on your webpage how well does your web page answer their query?
Is your Website Optimized for People or Search Engines?
Google Search technology is more human than ever before. With the latest Google updates in place they’re ready to answer your search query the same way a human would. Some of Google’s new technology can be attributed to the online giant’s engineer; Navneet Panda who brought Google Search machine learning technology. Additionally the Google search quality team claims to update its filters and algorithms every day “almost twice over”. If Google is optimizing their search technology to be as human-like as possible, who do you think you should be optimizing your website for?
The big question we need to ask ourselves is “Are we optimizing our websites for people or search engines?” Moreover, do we understand the goal of search engine quality control engineers is to answer search queries like a human?
The old school of SEM included paid and organic ranking. Today social presence is part of the mix after Google announced Social personas are ranking signals in Google search (December 2010). The reputation of a Facebook or Twitter persona is also factored into Google search.
There are three core elements to SEM; PPC, organic ranking (SEO) and social media. The artistic science of blending them into your marketing plan is up to you. Make no mistake an online presence depends on your ability to effectively leverage these traffic drivers.