Search Engine Marketing (SEM) or Search Marketing is a set of strategies that are geared towards increasing traffic to a company’s website with the use of inner rankings on search engines like Google, Bing, and Yahoo! There are basically two processes under SEM namely organic search engine optimization and pay-per-click advertising. New developments in SEM through the years have well expanded the scope if the industry, which have made it easier for organizations to use a set of strategies that answer to their individual needs.
Search Engine Optimization
Is a critical element of SEM and is made up on-page and off-page techniques which assist search engines decipher and understand the niche and relative importance of online pages. Pay-per-click advertising on the other hand refers to advertising platforms that companies such as Google, Bing, and Yahoo provides to companies for ad placement. One major difference between these two SEM strategies is that SEO is free in nature, while PPC entails clients to pay a predetermined amount to get their placements aptly posted during search.
As mentioned earlier, SEM is evolving in that new techniques are being added on top of SEO and Pay-per-click advertising online. Here are a few of the strategies that are increasingly being used by web developers and business owners these days:
- Social Media Marketing
You can increase traffic, thereby improving credibility of your website with the help of social networking platforms namely Twitter, Facebook, and YouTube among many others. These sites feature search fields that are being heavily monitored and considered by search engines as well. Useful content that are being placed on these sites can surely help in increasing awareness of your website, if and when necessary.
- Integrated Vertical Search
One of the more well-known search marketing strategies is Universal Search or integrated vertical search. This term simply pertains to the incorporation of various types of results in SERPs. The search will generate relevant content in various forms online media namely press releases, images, and videos to name a few. The integrated vertical search prompted web developers and SEO specialists to optimize content found in various channels so they can successfully appear in search engine results pages. This brand new strategy of optimization is now referred to as Digital Asset Optimization.
Integrated Vertical Search is both challenging and rewarding form of SEM
- The challenge is that since the first top ten in SERPs can come in a variety of digital forms. By continuously finding ways to optimize your content, you are more likely to be on top of organic search results. It will also motivate you to make use of different types of channels to promote your website and generate profit as well.
- There is but greater chance of success by beating all the challenges posed by Integrated Vertical Search. In this day and age where every search can be analyzed and evaluated, SEM specialists now find ways on how to improve optimization efforts so they maintain reputation and profitability on the long haul.
As you may have observed, search marketing is an ever expanding field, and that continuous learning and skills practice is but necessary to get on top of the game!