There’s A Lot of Acronyms Out There, What is SEM?
We’ve gone over the difference between SEO and SEM, But what is SEM? Try thinking of SEM (search engine marketing) as a broad term and SEO (search engine optimization) as a specific term. SEM is to marketing as SEO is to public relations. SEM is like an umbrella over different components and SEO is just one of those components.
SEM – Search Engine Marketing
Search engine marketing, or SEM, is marketing specifically tailored to search engines. I know that sounds like a cop out but that’s what it is. SEM is not only SEO but using all the online tools at your disposal to promote your site. Paying for search engine results, link building, blogging and email are some options in SEM.
But SEM is not just about paying to promote your site. There are plenty of options that are non-paid and will results in natural, or organic traffic.
Pay Per Click (PPC)
Think of the results that come up first when you search for something on Google. Those first listings are PPC (pay per click) ads, and online advertising is a key part of many companies SEM. Pay Per Click ads also decorate many other sites, including Facebook, Yahoo!, USAToday.com, ESPN.com and on and on.
Quality Content
Providing relevant, topical and informative content on your site will bring people to the site, and keep bringing them back. Google also rewards quality content. You are the expert in what you do and provide to your customers.
Link Building
Link Building refers to the process of gaining links to build the popularity of your site. While links aren’t the only thing that determines your placement, they are very important. Think of the search results as a popularity contest and each link as a vote. The more votes you get the more popular you are and the better your ranking.
Video
Did you know YouTube is the second largest search engine? People love video. Video is watched on cell phones, social media, web sites, email and blogs. And marketing videos are becoming the best, easiest and fastest way to reach customers.
Email Marketing
First rule in email marketing: it’s not about you. Don’t tell your customers how great you are. Instead tell them about the latest industry news, trends or tools to help them run their company and make money. At the bottom of the email provide an incentive like a coupon or a referral bonus. And use a reputable company like Constant Contact or MailChimp. We had one client that insisted on sending mass distribution emails from her own account with no opt out and no verification that any one had opted in. People complained to the registrar of her site, and they blacklisted her.
Google Analytics
Google Analytics helps you get inside the head of the visitors to your site. Web site performance is easy to measure. Make changes in navigation and content and placement based on what your web site stats show.
So What is SEM?
Bottom line, it’s an ongoing commitment that may use many different components including quality web site content, link building, blogging, PPC, video, email marketing and more. As you start to implement these different options you will discard some and embrace others, depending on your products and services, target audience and results.
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