SEM: Search engine marketing for business

Written on the 27 December 2012 by Snap Marketing

The term search engine marketing (SEM) refers to a number of techniques used to make a website achieve better rankings in search results and therefore increase traffic to that site.

While some techniques involve paying for services to increase website visibility, others are free. Search engine marketing can be broken down into three main categories:

  1. Search engine optimisation (SEO) involves writing web content in a way that gets noticed by search engines. By strategically placing keywords throughout your website, your webpages will rank higher in search results for those same keywords. Thats why its essential to get your keywords right, position them well and make sure they accurately describe your business so youre attracting the right web traffic.
  2. Paid advertising includes traditional online ads and pay per click campaigns. Traditional ads appear in response to the keywords entered into a search and are charged based on impressions (the number of times the ad is displayed). Pay per click (PPC) advertising involves bidding the amount youre willing to pay per click you receive. Higher bids result in better ad locations in search results.
  3. Pay for inclusion (PFI) relates to the many general and exclusive directories that exist on the web. While some offer free listings, others charge for your website to be included. Some search engines also charge you to add your site to their database immediately the alternative being to wait for the search engine spiders to detect your site in its own time. This can be useful if you change your website frequently and wish to test how changes influence your search ranking.

Tips for SEM success

Here are some top tips to help you achieve SEM success:

  • Understand your online business.
  • Understand your online clientele.
  • Make your website engaging and easy to navigate.
  • Update your website regularly.
  • Include a blog on your website.
  • Be active on social media.
  • Research and choose your keywords wisely.
  • Dont overuse keywords.
  • Track your search result rankings.
  • Monitor your website traffic and statistics.
  • Dont forget about smartphone and tablet technologies.
  • Monitor results from paid advertising.
  • Do your research on how search engines work.

Contact Snap today to find out how we can help you with your business website.


Author: Snap Marketing
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