Published On: June 8, 2020
Defining Search Engine & SEO Marketing
Search Engine Marketing (SEM) and SEO Marketing is a popular means of optimizing content and socially connecting with your online target audience.
The world of internet marketing is competitive. It is also quite varied. There are many different ways for a company or website to contact potential customers and entice them to visit the company’s website. After all, this is the ultimate goal — bringing in visitors and converting them to customers.
But there are so many methods for successfully doing this that it can be difficult to figure out where to start. The first thing a company should do when considering various online marketing strategies is to learn the different types.
But what is it? How does it work? And how can it help your business connect with potential customers?
Here are a few SEO Marketing facts to help clarify this type of Digital Marketing:
- What Search Engine & SEO Marketing is
- The Importance of Keywords in SEO
- Search Engine Marketing vs Search Engine Optimization
- Benefits of Search Engine Marketing
- How to Use SEO Marketing
What Search Engine & SEO Marketing Is
In short, search engine marketing is a strategy to drive traffic to your website through appearances on search engine results pages. And just like much of the internet, this term has evolved over time.
SEM originally included the various methods of using search engines to increase the visibility of your website. This included search engine optimization (SEO), but it has grown to mean something separate.
Search engines provide results for the input query, but they also display related advertisements. These advertisements often appear along the side of the search results page, as well as above the listed results. This positioning makes these advertisements incredibly visible, which increases their efficacy.
These ads are what we refer to as search engine marketing, also known as pay-per-click advertising.
The Importance of Keywords in SEO for SEM
Keywords are the holy grail for search engine marketing. Keywords are the signposts of internet search queries. These terms trigger a response from the search engine to display related material. And this same system that brings up relevant articles and websites will also bring up relevant advertisements.
These processes work in tandem because this will produce the most effective advertisements.
But why would the search engine care if the advertisers are successful?
Because a successful advertisement equals payment for the search engine. Google Ads is an example of SEM. In this system, the advertiser doesn’t have to pay unless the ad receives a click from a user. Every successful ad rewards the search engine.
Advertisers must include relevant keywords in order to gain the attention they’re after. A person searching for elephants won’t care about a local car wash service. So that car wash better include keywords relating to local car cleaning in order to reach the customers that stand the best chance of needing their services.
Search Engine Marketing vs Search Engine Optimization
SEO uses keywords to appear in search results pages just like SEM, but the approach is quite different. The first difference is in the fact that SEM is a paid marketing strategy. However, this payment helps put the material directly in front of potential customers and usually provides a quicker return.
Aside from pricing, the overall strategy of two methods of marketing are different. Think of it as a push and a pull. SEO hopes to pull readers into the website with interesting and useful content. SEM pushes readers to visit the website by directly targeting the people likely to use the website’s services.
Benefits of Search Engine Marketing
A properly run search engine marketing campaign will show quick returns. In fact, these efforts are often rewarded within days of launching with higher search traffic and conversion rates. This is because it isn’t a blanket marketing method. Other marketing tactics like TV and radio ads go out to the general public. But there are very few services that are used by everyone. Better results are seen when businesses are able to directly target those who have a realistic need for their services.
The fact that payment is only needed in the case of an actual click means the advertiser doesn’t waste their money on ineffective advertising. Search engine marketing that targets the proper keywords and demographics has a much higher chance at success than most other forms of marketing.
These campaigns are also highly customizable. The website is able to dictate how much they want to spend, when they want their advertisements to run, what they want to target, and more. The extensive metrics of SEM also allow the website to alter their efforts to better target their audience if they aren’t seeing their projected returns.
How To Use SEO Marketing
SEM campaigns can be set up using specifically-targeted keywords. These keywords are awarded to businesses through auctions. Your purchased price will be enforced whenever your ads are clicked up to your preset daily budget.
The quality of these ads factors heavily into how prevalent they are in related search results. Google’s algorithm rewards quality advertisements to ensure related advertisements are showing up for the correct keywords.
The best way to make sure you are getting the most from your SEM efforts is with the help of an experienced marketing agency like JLB. We serve businesses in Nashville and all over middle Tennessee.