Search Engine Marketing or SEM has become the need of the hour for entrepreneurs who want to reach out to their clients through the World Wide Web. What actually is SEM? Search Engine Marketing is an overall process for making a website more visible. The two methods SEM essentially uses for the purpose are search engine optimization (SEO) and the pay per click advertising (PPC). Search engine marketing employs both SEO and PPC because each of them has its own sets of advantages and has strengths in areas the other does not. Another method used for SEM more often than not is reputation management.
Search Engine Optimization
SEM uses SEO to market the website better. SEO basically helps in marketing the website by making it more visible. Some of the methods that SEO employs include
- Offering proffered content to your client base
- Presenting the content in such a manner that it is easily found through search engines
- Building relationships leading the inbound links.
It goes without saying that SEO is definitely the most important constituent of SEM because it helps to lay all the groundwork of online marketing measures. And once the SEO tools are put to work they will last for many years to come. Paid advertising will die out as soon as you stop paying but SEO is something that will always help you to attract newer clients.
A very important part of SEO is the SEO customer analysis. This means as an entrepreneur you need to be very clear about your target audience. Only when your target audience is determined will you be able to create contents that will be attractive to them. Choosing the right keywords while building the content is equally important as well.
Pay Per Click Advertising
Pay per click advertising works by placing ads on your company on search engine results page (SERP) for certain keywords. This is more economical than other kinds of advertising because you will have to pay only when someone clicks on the ads that you have placed. This goes a long way in marketing your website better.