7 SEM Tips From the Pros

These folks are passionate about SEO and SEM! Some tips very usefully for the beginners and experts.

SEM Is (Somewhat) Revolutionary

Search engine marketing represents a radical break from traditional media promotion. How important is this marketing channel? Should every company be addressing SEM issues and making an effort to extend their brand onto search results pages? Opinion differs on the revolutionary effect of SEM, but every expert in this roundup agrees that targeting searchers is a marketing approach with unique advantages.

David Wallace, the C.E.O. and founder of SearchRank emphasizes the readiness-to-consume among Google users who are searching for something, as opposed to the relative inertia of consumers watching traditional advertising.

Search engine marketing is revolutionary in that it targets people who are actively looking for the services you offer. Conventional advertising such as television, radio, print, and the like, will try to get a person’s attention. That person could be watching a football game or listening to their favorite radio station. Then an advertisement appears and tries to get them to change whatever they are doing or thinking about in order to focus on the product or service that is being offered. With search engine marketing, that person is already thinking about a particular product or service and they are actively searching for a business that offers it.

Therefore the business simply needs to make sure they can be found. With conventional marketing, you find customers. With SEM, they find you!

David Wallace — www.searchrank.com

Andy Beal, Vice President of Search Marketing at KeywordRanking notes the sheer volume of consumer traffic through search engines, and compares SEM to advertising in the Yellow Pages.

Search engine marketing is one of the most cost-effective methods of marketing available. Over 500-million searches are conducted worldwide each day, and every one of them is a request for a product, a service, or information. For an investment that often equates to the price of an annual Yellow Pages listing, a business can reach an audience that far exceeds even that of a Super Bowl commercial.

Bottom line, if you have a Web site for a commercial reason, whether to sell a product or promote a brand, you will benefit from search engine marketing.

Andy Beal — www.keywordranking.com

Kalena Jordan, C.E.O. of Web Rank Ltd., demurs on the revolutionary aspect of search marketing. She describes a future that realizes a more mature venue in which advertisers will connect with qualified leads.

SEM is not so much revolutionary now, as evolutionary. Most people don’t know how to search the Web properly, meaning they are often frustrated with the results presented. Search engines are recognizing this and have begun to promote their “Advanced Search” features more transparently and educate users on how to get the most out of advanced search techniques rather than use “hit-and-miss” techniques.

As the search engines learn more about their users, better technology is being developed to meet the needs of those users. The better the search engines become at providing high quality, relevant search results, the more people will come to rely on them to find goods and services. This provides an enormous opportunity for companies to use search engines as vehicles to be seen by a local, national, or global audience.

Savvy companies have already implemented SEM. Search engine marketing is very inexpensive compared to offline advertising and much more effective in terms of ROI because of the targeting potential, so it simply cannot be overlooked by any company serious about their online business. SEM and SEO should be seen as a vital and
compulsory component of any Web site budget. After all, what’s the point of launching a web site if you are going to sabotage its ability to be found?

Kalena Jordan — www.webrank.biz

Scott Buresh, from Medium Blue

Search engine marketing is indeed revolutionary, and is a great fit for most businesses. Some companies still continue to believe that their buyers are not online, but an analysis of the popularity of keywords and key phrases related to their business will usually demonstrate otherwise. Typically, if people are looking for something offline, they are also looking for it online (and a recent study conducted by the Georgia Institute of Technology found that 85% of prospective Web customers use search engines to find product solutions and vendors).

Another revolutionary aspect of search engine marketing is that results are directly quantifiable, much more so than any other form of advertising. When you spend time and effort to increase your search engine positions or spend money on pay-per-click advertising, the results of your efforts are directly available in real-time.

Sophisticated and affordable analytic tools tell you how many additional visitors you are getting, what phrases are bringing you the most traffic, and even which phrases are bringing you the most valuable traffic (whether “value” is defined as buying your products, visiting your contact page, filling out a request form, or downloading a product demo). Try getting those types of metrics the next time you run some newspaper ads!

Scott Buresh — www.mediumblue.com

Barry Schwartz, President of RustyBrick, Inc., notes that SEM is 10 years old and most Web designers and developers are not aware of optimization basics. On that basis, “revolutionary” is not an appropriate descriptor for SEM; Barry believes that SEM should be mainstream.

I would not say SEM is revolutionary, as it has been around for 10 years — ever since the search engine was developed. Many small businesses are not really aware of SEM, and I have seen several big businesses that do not utilize Google AdWords, let alone the SEO basics. The beauty of SEM or SEO is that if you are paying for or optimizing for the correct keyword phrases, then leads from search engines are already qualified prospects for your business. It is probably the best type of lead a company can obtain, except for a client referral.

Putting ads in newspapers or specialized Web sites are not as good by nature. Today, I think the most crucial aspect of SEO for all businesses is that the Web designer or Web developer is often lacking the knowledge of what “Search Engine Friendly Design” is all about. Many, many Web developers just do not understand the basics of SEO and deploy Web sites that do not comply with simple standards.

Barry Schwartz — www.rustybrick.com

To Michael Marshall, C.E.O. and founder of Internet Marketing Analysts, LLC, perhaps the most revolutionary aspect of search marketing is the democracy of it; small businesses can compete effectively with larger corporations on the same search page.

Search engine marketing is revolutionary in the sense that it is an advertising medium that levels the playing field to a significant degree. A small or new business can compete with older and larger businesses because what makes the difference in successful advertising in search engines is more a matter of what you know, not who you know or how much money you can throw at it.

Furthermore, if you have optimized your site correctly, ALL of your search engine traffic is pre-qualified targeted traffic! What you have is the least expensive (often free), just-in-time (exactly when they want your product) advertising. This is why every company should be directing resources along this avenue. Chances are your competition already has.

Michael Marshall — www.internet-marketing-analysts.com

Finally, Prabuddha Raychaudhuri, C.E.O. of Search Engine Optimization Guru Pvt. Ltd., quotes marketing figures to make his point that most companies should be more involved in search marketing.

A company should invest in all avenues of internet marketing, including SEO/SEM to maximize its ROI of marketing spending. According to one SEO report by CyberAtlas, it was found that “nearly 46 percent of the marketers surveyed said they allocate less than 0.5 percent of their annual marketing budgets on search engine optimization (SEO) services, while only 10 percent spend more than 25 percent of their marketing budgets on increasing their visibility on the Web.

Prabuddha S. Raychaudhuri — www.searchengine-optimization-guru.com

There have been 3 comments | Subscribe to Comments | Jump to Form »

Markus

These tips helps me a lot. Thank you very much.

1

Mert TOL

@ Markus :

These tips helps me a lot. Thank you very much.

Your welcome and I’m glad to helps you.

2

James Anderson

Revolutionary is the perfect term to describe SEM/SEO :) Nice post!

3

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