What is Search Engine Marketing?
These days, online marketing is an integral part of running a business, especially one that relies on its online presence for sales or advertisement in any way at all. Whether you’re an internet marketing company in Florida, or an online store based out of Madrid, you can benefit from improving your search engine marketing. In this article, we’re going to talk about what exactly search engine marketing is, and then how search engine marketing and search engine optimization are different and finally, we’ll share a few tips for getting started on boosting your online marketing presence through search engine marketing.
What is SEM?
Search engine marketing is one of the most effective online marketing tactics out there right now. In fact, you’ve most likely come across it before — when using a search engine like Google or Bing, there are often results at the top of the list of search returns that are marked with a flag that denotes that they are ads. Search engine marketing is the practice of bidding on this ad space and then placing pay per click ads targeted to specific keywords at the top of relevant search results. This is useful whether you’re planning on marketing a new line of items, or if you want to link particular entries to products on your online store. No matter what you’re marketing online, search engine marketing is probably a good idea to look into.
SEM versus SEO
Because the terms are so similar, it can be easy to confuse search engine optimization and search engine marketing. The two concepts, while related through the basic medium of the search engine, however, are very different. As we just discussed, search engine marketing is about using search engine return pages as ad space. In order to successfully perform search engine marketing, you come up with a number of keywords you’ve researched and are popular, and then you bid on advertising space related to the search return pages associated with those keywords.
Search engine optimization, meanwhile, is the practice of optimizing your web content and web pages in order to appeal to the algorithms that determine the rankings for search results. This also includes keyword research, but it comes from the opposite direction in a way. Other popular techniques for search engine optimization include link building and social media tie-ins.
Tips to get started
As we mentioned already, one of the most important parts of doing search engine marketing is keyword research. This is the same concept as coming up with a good place to put a billboard, or a time of day to run a television advertisement — not only do you want it to be seen by a bunch of people, you want those people to be the kind of people (generally) who are interested in your product.
By the same token, you want to research what keywords people who are interested in your product or service are using. You can do this by using a keyword tool, such as the free one provided by Wordstream. You can also check Google AdWords Quality Score to judge the metrics associated with your advertising content. Getting highly ranked on that service can really help because Google prefers to list ads that are highly relevant to the words that users are searching for.
Hopefully, this guide can help you get started with the very powerful practice of online search engine marketing! Remember that keywords, ad space and search engine results are all part of a larger online ecosystem that you are now participating in. As a final piece of advice, make sure not to get too invested in a single piece of your advertising structure. Opinions and markets are always changing, and it’s best to be ready to change along with them.