Aug
24

SEM stands for “search engine marketing.” It is the process of gaining traffic from or visibility on search engines. The phrase is also sometimes shortened to “search marketing.”

Search-Engine-Marketing
SEM is an umbrella term that covers two broad areas:

  • Gaining traffic through free SEO efforts

  • Gaining traffic through paid search advertising

While the results of successful SEO and PPC appear on the same page of search engine results, the underlying processes to get each result there are quite different to each other.

SEO has strengths where PPC does not, and vice versa. Combining the strengths of each is why the two processes are so powerful when used together.

PROS & CONS

  • Traffic to your web site from SEO takes anywhere from 3 to 18 months to ramp up, but PPC traffic can be gained in a matter of hours, days or weeks, depending on how extensive a campaign is setup.

  • The cost per web site visitor for PPC will tend to be higher than it is for SEO because you pay for every click on your PPC text ads, but you don’t pay when one of your organic search engine results (left-hand, SEO-induced) is clicked on, although there is the time and effort involved with attaining the SEO rankings in the first place.

  • Owing to the fact you can pretty much bid on any search phrase you like with PPC, you are able to test different search phrases to determine which are the most effective for your business.It is more difficult to precisely target search phrases with SEO, so PPC is very useful for making decisions on what the most effective search phrases for your business are, which you can then SEO your web site for.

  • Organic search engine results (left-hand, SEO-induced) get far more clicks from searchers than the PPC text ads (right-hand), owing to where they are on the page. More clicks equals more traffic, customers and profit! Imagine what it is like once the SEO and PPC efforts start to mature and your web site is ranked high on the 1st page of Google with both a natural (left-hand, SEO-induced) search engine result and with a Google AdWords text ad (right-hand, PPC) for the same search phrase! This is quite possible and has been done for many of 1stPageProphets’ own clients.

Search Marketing Advice At Cleint Trust
Here at Client Trust, we provide search marketing advice and information in a variety of ways:
How To: SEM is our section devoted to practical tips and tactics about search marketing in general.
Search Engine Land Columns are where we publish a number of regular columns on various aspects of search marketing, including:

  • Brand Aid

  • Conversion Science

  • In House

  • In The Trenches

  • Just Behave

  • Small Is Beautiful

  • Strictly Business

SEM Tools is another area of Search Engine Land with a collection of stories we’ve written about search marketing tools. It includes these subtopics:

  • SEM Tools: Keyword Research

  • SEM Tools: Links

  • SEM Tools: URL Shorteners

  • SEM Tools: Web Analytics

82 Responses to “Search Engine Marketing”

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