For many people, the world of search engine marketing can be a confusing and rather frustrating market to look into. Others openly confuse it for search engine optimization and thus never look to expand it any further.
The problem is that many people aren’t fully aware of what search engine marketing can bring to the table; as far as they are concerned it’s just another factor that has to be taken into account.
According to SEMPO, search engine marketing is a “non-intrusive” method of marketing that looks to give you an easy way to get involved with clients. Instead of being intrusive and forcing yourself upon the client and making them see you as “the” solution, with SEM you instead become more passive.
It’s easily described as the kind of marketing that answers the question that a client might have at that moment in time.
When someone goes online and starts looking for answers to specific questions, they have a genuine reason for doing so. With search engine marketing, it merely looks out these moments and tries to refer them to you as the solution. The person might not be ready to buy from you just yet, but this form of marketing makes sure that when they are ready you are there as the perfect solution.
In essence, it acts as the easiest way for a client to find you without actively seeking you out. The idea is that with SEM that you will appear as the best solution when they start searching the search engine for an answer. Let’s say they are looking for the best place to buy a guitar online within their local region.
If you can help then you can build up an SEM campaign that will promote you as the right choice via search engines when they look for a query that fits with the range you have set.
The idea is to combine all of the power of PR marketing with the authenticity of normal content marketing. Search engines base their entire mixture of information provided by the content on the screen mixed with the own preferences of the user demonstrated over a period of time. However, one thing you should learn about SEM is that it cannot be gamed or played with; people who turn to SEM need to accept there is no way you can cheat your way to the top.
This only works if you allow your business to push the right agenda through smart content marketing. Don’t let your business push itself through any of these loopholes as not only do they final to work but they are considered “black hat”. This means that they will actually hurt your rankings and leave your website discredited with the search engines.
From there, working with that website and that domain name might be pretty tough. You should always try and improve your position by using organic SEM, particularly with the help of an expert who works within the industry. Taking the organic path with SEM is more rewarding than the “shortcut”.
Image courtesy of TopRank Online Marketing on Flickr.
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