“Attract customers by improving SEM. See how good SEO can not only attract organic traffic but also reduce PPC costs“
The phrase “Search Engine Marketing” SEM was first introduced by Danny Sullivan in 2001 to describe all the activities undertaken by businesses to drive their online business. Search engine marketing (SEM) is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages through a process called search engine optimization (SEO), but also through paid advertising in all its internet forms.
Search engine optimization (SEO) is a complex process that starts with keyword analysis. This selects the keywords on which the website will be optimized. This takes into account the search traffic for the keywords, the expected profitability, and the conversion once the customer has landed on a particular page.
Each page on the website is then adapted in line with the SEO rules including site structure with SEO Power Pages, technical quality of the pages, SEO content and the correct page title and meta tag information. SEM, in addition, has the possibility to attract traffic with pay per click (PPC) through for example Adwords.
Here the customer is attracted to the site by clicking on an advert placed on the search engine results. The search engine operator is paid an amount per click depending on the keyword and a number of other factors including the organic SEO ranking. The higher the organic ranking the less the fee per click.
SEM also involves other types of traffic generating activities such as affiliate marketing and social media marketing. In social media marketing traffic is generated because content about the companies products or services is spread by social media users to other social media users. Through discussions on social media, it is also possible to influence the opinion about certain products or brands which can impact sales later on.
Affiliate marketing is about forming partnerships with companies in similar fields of endeavor where adverts are placed on the affiliate site. Traffic is generated because customers click on the adverts and are redirected to the companies site. A fee is then paid based on the number of clicks to the affiliate company.