Statistics such as those reported by The Ultimate Guide to Search Engine Optimization (Entrepreneur Press, Madison, Wisconsin, 2008) show that 70 percent of adults use the Internet and that over 80 percent of online transactions start with a search using a search engine such as Google, Yahoo, Bing, or Ask.
Those listings that come out at the top of the results lists from those online searches are using search engine marketing (SEM). As such, SEM is responsible for the success of a slew of online retailers and web based businesses. The foundation of SEM is search engine optimisation (SEO).
SEM
What is SEM and how is it used? A few quick facts about SEM will help explain the basics:
- SEM and SEO are used interchangeably. Both relate to marketing a website via search engines. SEM is basically improving the rank of a website in the search engines using a combination of search engine-related techniques to get a web site optimally ranked.
- SEM also involves using links to other pages and other websites that are directly related to the company's website.
- To achieve a high search engine rank, SEM strategies have to be implemented.
- Both SEM/SEO techniques are just part of the toolset in a company's marketing toolbox and cannot be considered an end-all to marketing.
- Anyone can learn to use SEM effectively.
- Google, who is responsible for much of the technology that drives SEM, has webmaster guidelines available at its site. Take at look at those guidelines before getting started.
SEO
A few facts and guidelines about SEO include:
- SEO involves finding and using targeted keyword phrases throughout the content of a website. Keywords are words or phrases that customers would enter into the search engine search box.
- There are several ways to find keywords and phrases. Look through competitor's websites, read trade related magazines for catchphrases and words, or do test searches by typing in words and phrases in the various search engines and see who comes to the top of the list. A faster and often more reliable research method is to buy a subscription to an online commercial program. There are several effective and low cost keyword research programs available such as wordtracker.com and keyworddiscovery.com.
- Keywords and phrases found through the research should be used in every aspect of the website including the domain name, page titles and subtitles, articles, advertising, press releases, fact sheets, internal and external links, and throughout every page of the site.
To see the results of SEM and SEO, spend time doing serious search trials in the big four search engines (Google, Bing, Yahoo, Ask) and review the results list to see which sites come out at the top of the list.
Look to see how many of the results contain the word used in the search box. Or, try searching for book or music titles at Amazon or do a job search at Monster.com. Both of those online companies use SEO/SEM to its fullest.
Search Engine Marketing
Web success is an opportunity that any size or type of business can achieve by implementing a few practices such as SEO and SEM.
As with all things Internet or cyberspace related, experience is the best teacher. With just these few basics, a company can start considering using search engine marketing.
Search Engine Optimisation, Search Marketing
seo, seo tips, search engine optimisation