With advancements in the marketing landscape and the emergence of Digital Marketing trends, the constant question of What Is Search Engine Marketing revolves in the minds of business owners.
The idea of this paper is to answer the fundamental questions about; What is Search Engine Marketing.
Search Engine Marketing is usually abbreviated as SEM. This is a way to reach the online market, through advertisements in search engines. Like Google, Yahoo, or Bing.
SEM practice revolves around website promotion on SERP. This is done to increase website traffic and business conversions.
Search Engine Marketing uses paid and non-paid advertising. To optimize online business promotion.
In this article, we also include 5 easy steps to Search Engine Marketing strategies. This will help you to understand how both ‘paid & non-paid means’ work under the terms Search Engine Marketing.
85% of businesspeople surveyed said; Benefits of Search Engine Marketing (including through paid advertising and SEO) to be the most effective customer acquisition tool.
For effectiveness, we just enter the main material which will bring you to understand the characteristics of search engine marketing in depth.
Table of Contents
5 Examples Of The Most Important Search Engine Marketing
1. Definition Of Search Engine Marketing
According to Search Engine Land; “Search Engine Marketing is the process of getting traffic and visibility from search engines, through paid and non-paid efforts.”
SEM includes SEO and Paid Advertising. Where SEO is the practice of getting traffic through organic or free search. While Paid Advertising, you buy traffic through third parties. Like Google, Yahoo, or Bing.
Paid advertising is known as Paid search ads. This helps businesses get more web traffic, through desktop or mobile web search.
To understand what search engine marketing is, it is important to understand the methods of paid and non-paid advertising. SEM is one of the best ways to use competitive costs per acquisition technique, to attract new customers, increase rankings in SERP, increase website traffic through search engines, and optimize other marketing strategies.
What will the Search Engines do? They will provide what searchers are looking for, and SEM helps businesses by displaying advertisements on Search Engines. So, users who look for information on their needs will find your website that offers relevant products or services.
To understand what search engine marketing is, you must be able to see from the factors given below. Where SEM works in;
- Understand the target audience
- Set specific goals for Ad campaigns
- Choose the right keywords to target
- Arrange these keywords into promotions and focused ad groups
- Make a convincing ad
- Guide traffic to a web landing page, which provides enough information and is optimized for conversion
2. Synonyms & Acronyms Related To SEM
The next thing to know when learning what Search Engine Marketing is. Among them are, about different synonyms and acronyms related to SEM. Because this can be a little confusing for beginners.
Actually, at the beginning of search engine marketing, the term ‘SEM’ was a general term for “Search Engine Optimization (SEO)” and Paid Search Techniques. But over time, SEM tends to refer to paid search.
Below are various search engine marketing based on the most commonly used terms.
- Paid search ads
- Paid search advertising
- PPC / pay-per-click (pay per click)
- PPC / pay-per-call
- CPC / cost-per-click (CPC / pay-per-click)
- CPM / cost-per-thousand-impressions (cost per thousand impressions)
3. How To Get Organic & Inorganic Traffic Through Unpaid SEM
Why the title is written what is Search Engine Marketing and How to in 5 easy steps, this is to eliminate confusion about the various layers that are incorporated in Search Engine Marketing.
We start this article by giving a brief look at Unpaid and Paid SEM, and now it’s time to explain this.
Getting traffic through organic or unpaid or free search listings is in the Search Engine Optimization method.
SEO unpaid SEM can also be further divided into two separate categories –
- Organic SEO
- Inorganic SEO
How To Get Organic Traffic
To get organic results with SEO, it is important to learn SEO. So you can create websites that are compatible with SEO. It’s also useful for building long-term trust in your business.
You must know how to use the White Hat SEO Strategy for website optimization. Or you can use Professional SEO Services, where the SEO Expert team will optimize your business website.
Websites, which are optimized for search engines and focus on relevance and organic ranking, can be done with White Hat SEO techniques.
Some White Hat SEO practices include-
- Offer quality content and services and make your site easy to navigate
- Fast site loading time and mobile-friendliness
- Use descriptive and keyword-rich meta tags
This is actually included in the On-Page SEO strategy. You should also consider the Off-Page SEO strategy for maximum results.
How To Get Inorganic Results
You can get inorganic results by increasing your quality score and using your bids for keywords and ads.
While organic results may take time, inorganic results allow you to get immediate results.
However, An-organic SEO is also sometimes considered as paid SEM or PPC.
Below are given some important tips for inorganic SEO−
- You need to mine keywords correctly and then you have to group them into relevant topics
- You must use the correct match type
- You must estimate bids on all match types and they must choose the most profitable
- You should continue to test the Ad Content and your landing page
- You must strive constantly to increase your CTR
- You should aim for a better quality score
- You should target relevant locations and always look for ways that seem to benefit your business more
- You must create a Search Query Report to filter for keywords that stand out
- You must bid higher on the most searched keywords
- You must calculate and strategize SEO methods to achieve a better ROI
4. How To Generate Traffic Through Paid SEM, Which Is PPC
PPC or paid Search Engine Marketing helps you implement an Online Advertising System. Where it directs online traffic to your website and for that, you need to pay a certain price to the publisher, when your PPC ad is clicked.
Types of Search Engine Marketing through PPC advertising are-
- Product Seller
- PPC Marketers
- Landing Page
- Landing Page Provider
- Viewer or Visitor
The general formula for calculating PPC is- Pay per click ($) = Advertising costs ($) ÷ Number of ad clicks
The success of a PPC promotion depends on how good the content is, how effective, convincing, and concise your Google AdWords Advertising material is.
To run an AdWords PPC campaign, you must follow the steps given below-
Steps for Running an AdWords PPC Campaign –
To find out what Search Engine Marketing is, it is important to practice below given 4 steps-
Know the elements of PPC Advertising that are important for framing any AdWords Ad. The PPC Ad Element is-
- Display URL
- Description Lines 1 and 2
Identify your True Competitors and let your users know your Seller Assets, USP and Credentials
Create an effective CTA and write your ad copy
Add Extensions, repeat keywords on the landing page, and do a test
We will write this in the form of a special tutorial. Just wait.
Also, read about top skills for a digital media expert in 2020
5. Steps To Search Engine Marketing
Knowing the steps of Paid Search Engine Marketing is the last one. But one of the most important points of ‘What is Search Engine Marketing itself’.
To run an SEM promotion, below are given 7 steps, which play an important role. So let’s dig into it-
(I) Determine Effective Search Marketing Strategies
- You must define your target audience and identify their needs and motivations
- You also need to know how your particular product or service can be the best to serve their needs
- You must review the market position of your business and identify your competitors
Now you need to identify the goals and important benchmarks suggested by ‘What is Search Engine Marketing’ and that are search rankings, website traffic, sales, and other important ROI metrics
(II) Choose The Right Keywords For Your SEM Campaign
The next step according to ‘what is Search Engine Marketing’ is to choose relevant keyword phrases, plus, you also have to look for keywords that are often searched by your target audience.
- You should conduct a brainstorming session to find out what popular terms your audience uses when searching for the types of products and services you offer
- You must continually interact with your best customer, sales and customer service teams to find out frequently used phrases
- You can also use a keyword research tool to compile a list of highly searched keyword terms
(III) Optimize Your Website Content
To optimize your site’s content to work perfectly in SERP, it’s important to focus on the site’s structure and make it simple while SEO Friendly.
Important suggestions in Search Engine Marketing about site optimization are; every business person needs to understand that, search engines look for the basic code of a site when visiting your website.
You should always look for the right, clear, interesting, clear and perfect content that can affect your users
It’s important to use relevant keyword phrases in the page title tag, category name, heading tag, file name, meta tag, and alt tag
You should pay attention to your Meta description, which is displayed in the search results under your link and offers a great opportunity for you to attract visitors to your website
(IV) Submit Your Site For Indexing
The next thing you have to do is submit your site for indexing. Because this allows your site to be seen online to customers
You must make all pages of your site indexed by search engines. To speed up the process, you can submit your site to DMOZ.org which is an open directory project
Websites that are accepted by DMOZ get easy approval from other search engines
(V) Add Quality Links To Your Website
In the ‘Search Engine Marketing’ strategy, this is one of the most important steps and businesses must build links to their sites. And of course valuable links from other sites that your targeted visitors frequently visit
Having quality backlinks is directly proportional to the popularity of your site in the eyes of search engines
It’s also important here to create site content that deserves a backlink, and for this, you need to create interesting and informative content on your site.
You should also try to get links from business partners, trade associations, vendors, and customers
Distributing press releases and articles online is also one of the important Search Engine Marketing strategies.
(VI) Manage Paid Search, Advertise, To Optimize Your SEM
By understanding what Search Engine Marketing is, Paid SEM strategies are an integral part of Search Marketing today
You have to build the most relevant keywords, plus, you also have to make sure that your product is attractive to your potential customers
To run a PPC campaign, you should pay attention to the following checklist-
- Budget per month
- Budget per Day
- Geographical Targeting Scope
- List of Keywords
Ready Creative that includes- Header (25 characters), Description Line 1 (35 characters), Description Line 2 (35 characters), Display URL (35 characters), Destination URL (1024 characters), Landing Page URL, Landing page design ready / not ready, Image is required (if any), etc.
(VII) Measuring The Success Of Advertising Promotion
Measuring the success of your promotion is one of the most important Searches Engine Marketing strategies.
To measure the success of your SEM promotion, you need to measure CPC, Clicks, CPR, Impressions, Bounce rate, ROI, etc.
You must use Web Analytics, to monitor the progress and problems of the Search Engine Marketing Strategy
You should always Monitor your position in SERP. And plan strategies to improve your search results.