In general, search marketing is a process of improving website presence on a SERP through both paid and organic efforts. It includes two aspects - SEO (search engine optimization) and SEM (search engine marketing). SEO refers to organic optimization that leads search (organic) traffic. SEM is all about non-organic traffic, which came to a website through paid search listings.
Recently the definition of SEO marketing served as an umbrella for both notions SEO and paid search activities. Nowadays, this term refers more to paid search techniques. The following terms are used to refer to SEM activities: pay-per-click, paid search ads, cost-per-click, and other related word combinations.
Nowadays, search engine marketing is one of the most effective techniques to improve business online presence and generate the new leads. It helps online merchants to grow their business quickly in an increasingly competitive marketplace. SEM can make your site visible to millions of your potential customers from all over the world.
In this article, you will find some basics of search engine marketing and learn how to implement it effectively.
What should I know about search engine marketing?
A lot of website owners start building their online campaign with SEO, missing such critical component as search engine marketing. SEM has a broader definition than SEO. It is used to describe the various options available to improve site rankings, including pay-per-click ads. Advertisers bid on the most relevant to their business keywords that their potential customers may use when searching for particular products or services in a definite market niche. Search engine marketing gives an opportunity for advertisers to show their ads in front of the concerned users who can be turned into customers and double their revenue.
The basic SEM services include keyword analysis and research, search engine optimization, building advertisements, geo-targeting, pay-per-click marketing campaigns development.
SEM gives an opportunity for website owners to pay only for those user clicks on their ads that convert into site visitors. These ads may come in a variety of formats. There are product listing ads as well as short text-based advertisements. Ads on search engines enable users to check all relevant information about website products or services at first glance. Search engine marketing perfectly serves for both local businesses and big enterprises, raising their sites click-through rate and conversion. The main advantage of PPC is that you can put your ad in front of motivated customers who are ready to make a purchase.
What is the difference between SEO and SEM?
Have you ever wondered what the difference between search engine marketing definition and SEO is? Ok, let’s first say that SEM has a broader definition than SEO. SEO is all about organic search results, while SEM completely refers to paid search results or in other words website advertisement. SEM helps to send more targeted traffic to a web source and be first on SERP. However, there are some disadvantages of PPC. First of all, it is a costly affair, especially in competitive market niches as marketers are ready to provide higher rates to get to the search TOP.
Moreover, PPC has a periodical effect. As soon as you decide to stop investing in your advertising campaign, your site rankings will fall as well as traffic and conversion. To benefit from PPC advertising, you need to invest in it monthly. That is why most SEO experts advise combining search engine optimization and PPC advertising to receive long-lasting and efficient results.