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Search Engine Marketing
By peace | January 12, 2007
It was found that 81% of Internet users rely on search engines and directories to find the information they need. Search Engine Marketing, or SEM, is a set of marketing methods to increase the visibility of a website in search engine results pages. It is the process of making a web page or site score well in the search engine rankings. Search engines can bring a significant amount of pre-qualified and highly targeted traffic to your web site, if your site is properly optimized for the search phrases that people are using to look for web sites like yours.
Search Engine Marketing is different than Search Engine Optimization. Search Engine Marketing deals with the actual submission of the web site to the Engines for spidering and to the Directories to be reviewed for acceptance. It covers paid inclusions on sites that allow placement based on investment as well as keyword purchasing for search terms and pay per click programs. It has to do with making dynamic pages crawl able and participating in associate programs that work. It even includes the process of optimization of the site and it’s pages.
The main thing to remember is that the more accurate a search engines’ results, the more traffic it will generate. With the main focus of engines today being on the relevancy of content, searches are arguably the most accurate they have ever been. There are three important areas of search engine marketing: proper web site optimization, submission to the various search engines, and maintenance.
Many people assume that submitting their web site to lots of search engines will automatically increase traffic to their site. This is of course not true. If your site does not appear within the top ten pages listed in a search result, over 70 percent of those searching will never see you. Most people make their selections from the first page of search results. Only 20 percent or so continue to page two of the search results. How can someone get their site into the top ten? The three main methods of SEM are:
- Search engine optimization attempts to improve rankings for relevant keywords in search results by improving a web site’s structure and content
- Pay per click advertising uses sponsored search engine listings to drive traffic to a web site. The advertiser bids for search terms, and the search engine ranks ads based on a competitive auction as well as other factors.
- Paid inclusion can provide a guarantee that the website is included in the search engine’s natural listings. However, as of 2006 the leading search engine, Google, does not offer this service.
Search engine marketing normally takes several months to a year before you see profitable results and it may not be cheap, but done correctly, search engine marketing can bring you highly targeted, pre-qualified visitors that are looking for what you have to sell them. The search engine marketing process is an ongoing process. Patience and perseverance is the key to a successful search engine marketing program.
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