about SEARCH ENGINE MARKETING
TERMINONLOGY
Search Engine Marketing
Search Engine Marketing, or SEM, is a form of Internet Marketing that seeks to promote websites by increasing their visibility in the Search Engine result pages. SEM methods include but are not limited to: Search Engine Optimization (SEO), Pay Per Click (PPC), and paid inclusion.Search engine optimization (SEO)
AKA “Natural”, “Organic” Search Results
Based on keyword relevance, search engines use special algorithms to determine a site’s ranking worthiness. However they do not rank a site and its keywords unless it is submitted properly. SEO is the process of improving the websites keyword concentration and ensuring their inclusion into the search engine’s data banks.
As a marketing strategy for increasing a site's relevance, SEO considers how search algorithms work and what keywords people search for. SEO efforts involve a site's coding, presentation, and structure, as well as fixing problems that could prevent search engine indexing programs from fully spidering a site. Other efforts include adding unique content to a site, ensuring that content is easily indexed by search engine robots, and making the site more appealing to users.
CONS: SEO typically takes four to twelve weeks to provide measurable results. It is the slower of the processes and requires recurring review and submission to be successfully. ROI is hard to measure.
PROS: Most cost effective method and efforts have a more lasting result.
Pay per click (PPC)
is an advertising model used on search engines, advertising networks, and content websites/blogs, where advertisers only pay when a user actually clicks on an ad to visit the advertiser's website. Advertisers bid on keywords they predict their target market will use as search terms when they are looking for a product or service. When a user types a keyword query matching the advertiser's keyword list, or views a page with relevant content, the advertiser's ad may be shown. These ads are called a "Sponsored link" or "sponsored ads" and appear next to or above the "natural" or organic results on search engine results pages, or anywhere a webmaster/blogger chooses on a content page.
Pay per click ads may also appear on content network websites. In this case, ad networks such as Google AdSense and Yahoo! Publisher Network attempt to provide ads that are relevant to the content of the page where they appear, and no search function is involved.
While many companies exist in this space, Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter are the largest network operators as of 2007. Depending on the search engine, minimum prices per click start at US$0.01 (up to US$0.50), these prices are often referred to as Costs Per Click (CPC). Very popular search terms can cost much more on popular engines.
CONS: PPC is highly competitive and cost intensive. If/Once your monthly budget runs out your listings are no long visible.
PROS: Instant results. Your listings will become visible immediately. ROI is very measurable.
Traffic Analysis
Google Analytics (GA) will be installed for tracking. GA is used to monitor usage of the site and provided detailed information about users’ behavior, offering many opportunities to maximize the value of your traffic leading to greater interest in NFA's and services.
GET STARTED: search engine marking