SEM is an abbreviation from search engine marketing. It involves the use of paid advertising tools to increase the site position in search results. Using SEM as part of a marketing campaign is a quick way to attract traffic, and in the long run, get into the TOP of organic search results.
Marketing experts believe that the ideal formula for SEM looks like this: SEO (Search Engine Optimization) + SEA (Search Engine Advertising). VSM (Video Search Marketing) successfully complements this formula, which is a contextual video advertising used on video hosting sites.
There are dozens of different practices for increasing targeted traffic, but SEM include the following:
Since Search Engine Marketing is not a specific direction, but a whole complex, it is worth attracting specialists from different areas to work: SMM, SEO, SERM, PPC.
To be successful, professionals should:
This term refers to all contextual advertising that is present on the pages of search results. To create advertisements, specialists use Google Ads.
Search advertising is displayed as a result of matching user’s requests and keywords specified while placing an advertising order. Usually, SEA is located to the right of the main results or in the first top rows and is indicated by the label «advertising».
SEA has a number of significant advantages:
But at the same time, this method has certain disadvantages:
SEO marketing, like any other method, has its advantages:
The main difference between SEM and SEO is that using SEM, the company pays Google for clicks, and thanks to SEO, it gets high positions in the search engine for free, using the most relevant content for the keyword search query. In addition, SEM works with ready-made queries, and SEO increases the chances that while searching for a query of interest, a potential client will see your site in a search engine.
As mentioned above, SEM gives first sales results from the first day of the advertising launch, and if you do not extend it, site traffic will drop sharply.
Website optimization for search engines also gives good results, but it may take several months before the first profit is received.
For the most effective development of your business, it is important to use SEM and SEO in combination in your online marketing strategy. But in addition to such methods of promoting web resources, there is a method called SMO, which is more aimed at keeping the user on the site.
SMO (Social Media Optimization) is one of the modern methods of website promotion by optimizing the resource for social networks. In general, this method involves optimizing in such a way as to encourage more users to use and share links to the website through social networks.
When using SMO, you should be extremely careful because thanks to this tool, people who are familiar only with your social networks get to the site. And you still need to interest them, which not every resource can do. Therefore, if the visitor does not like the content, you can forget about traffic.
In order for search marketing work to bring the expected results, use an integrated approach. Think carefully about your marketing strategy and assemble a team of specialists from different fields, and then you will be successful.