Search Engine Marketing
Search engine marketing or SEM goes beyond website development and search engine optimization to ensure maximum exposure for a company’s web presence. Much like traditional marketing and internet marketing, search engine marketing is an all encompassing term to describe the practices of marketing a company’s web presence.
Search Engine Marketing Guide - The practices involved in SEM leverage relationships with major internet based marketing partners to produce links on other sites that direct users to the company’s website. The approach to acquire these links can vary, but general focus on three areas of development.
Pay per click (PPC) programs are the number one means of increasing site traffic through search engine marketing. These programs work, but because they work they can be very expensive. Pay per click programs are generally managed by affiliate networks or the search engines themselves. In these programs, the marketer identifies keywords or key terms that their customers associate with the buying process. They then offer to pay the PPC provider a fee each time a person clicks on links associated with that keyword or phrase. Another less common variant of PPC marketing is Pay Per Impressions (PPM) in these programs, the company pays a fee when a set number of individuals view their company name and link.
Another alternative to PPC marketing is the link exchange or paid inclusion approach. In this approach to search engine marketing, the company pays popular websites to feature information about their company on the website directly. This could in the form of a link, a full article, or just mentions of the website in the context of their articles. This approach is less popular, but paid inclusion can still be highly effective in certain industries. However, only the most advanced marketers should attempt this approach. It is very easy to violate the rules of the search engines in paid inclusion or link exchange programs. Doing so get your site listed as spam, blocking it from any search engine results.
Article distribution or link islands are the third most popular form of search engine marketing. In this approach, the marketer leverages Web 2.0 properties to create articles about your product or service. These articles act like product reviews or editorials. Because of the high ranking of these web 2.0 sites, your site will quickly rise in the ranks. However, the same caution must be applied to this approach. There are many rules to the creation of link islands. Violating them could have the same disastrous effects.
Search Engine Marketing can be very productive. However, bad partnerships and inexperience in SEM practices can easily lead to unnecessary expenses, poor results, or worse. If you choose to try this type of marketing on your own, first consult an expert. Then study the approach you wish to take and the rules of each search engine. Once you are ready to start your SEM effort, remember to adhere closely to your marketing plan and branding. These two tools will help you identify keywords that will generate fiscal results.
Most marketing firms with an internet division study search engine rules pretty closely. The typical SEM partner will be able to guide you through the process with no risk to your search engine results. However, if you choose to partner with a marketing firm during this process, it is wise to hold them to the same basic guideline. By doing so, you can focus the majority of your SEM budget on keywords and phrases that lead to a higher percentage of sales and positive marketing results.
Just remember, there are two types of SEM marketing companies: White hat and Black hat marketers. Much like the days of the Wild West the good guys wear the white hats. They choose to obey the rules of the search engines and produce sustainable long term marketing results. Black hat marketers will skirt the rules to produce immediate gains that have little long term values. These tactics should be avoided if you wish to stay active on the internet for the long haul.
Score Consulting and SEM Services
Score Consulting is an ethical, “white hat” search engine marketing company. Our approach to search engine optimization produces long term marketing value without risking your company’s reputation with the search engines. Before proceeding with a self-managed SEM process contact Score Consulting to discuss your search engine marketing strategy.
