What is Search Engine Marketing?
The digital landscape has transformed dramatically over the last decade and online marketing is becoming an important prerequisite for any company who wants to remain profitable.
The digitalization era has brought many changes to the marketing world and the way customers prefer to do business with the digital marketing platform leading the way.
There are many different areas on the digital marketing platform including search engine marketing abbreviated as SEM which is concerned with the promotion of web pages or websites through mainly paid efforts to gain traffic and visibility on search engines.
As the number of websites increased in the world, web based tools called search engines emerged to locate information which are popular and precise to the search engine query.
The concept which lies behind incorporating a search engine marketing strategy as a part of a company’s online digital marketing strategy is promoting relevant products or services through a Search Engine Marketing campaign.
When a customer searches the web for information about a product to satisfy a current or future need, the search engine responds by delivering the most relevant web pages and on it paid advertisements.
These advertisements that appear on the search engine results page offers information as well as the possibility for advertisers to engage with their target customers with a call to action (CTA), response or for them to revert at another opportune time.
Search Engine Marketing is not rocket science. Unfortunately, it looks like rocket science to most of the individuals. If you take a closer look at the basics of Search Engine Marketing, you would realize how convenient and easy to understand it is. When you approach SEO experts and inquire about search engine marketing, you would be provided with complex answers. For example, the SEO experts would explain the complex algorithms to you. However, these algorithms are nothing but some mathematical formulas. You don’t need to be a mathematician in order to have a clear understanding about the ranking factors or the search engine algorithms. You just need to analyze the basic principles and have some common sense in order to figure out what they are. Then you will be able to learn more advanced techniques without going through much hassle.
Here is a list of factors that have created an ideal platform for Search Engine Marketing
Digital mobile devices
Mobile devices have proliferated around the world and are today fashionable accessories, used by the old, the young and from professionals to just ordinary folk.
Digital internet marketing professionals use these easily accessible devices to take their search marketing strategy using different platforms available to their prospective customers first and fast.
Satisfying customer needs
Prospective customers using digital handheld devices look for every tit bit of information that they need when they need it and vigilant internet marketing professionals would always be alert and satisfy those needs by providing the right information at the appropriate time.
Penetrating customer weaknesses
Customer weakness would be their urge to click compulsively into their digital handheld mobile devices or their personal computers to get all the information that they need before they purchase.
It is this weakness which can be converted into an advantage by internet marketing professionals with an effective search engine marketing strategy by providing the information the customer needs at the time he needs it and convert it into a call to action (CTA).
The internet provides the right mediums for internet marketing professionals to get through to their prospective customers silently without much ado and get messages they need to convey right to their palms.
Marketing professionals of yore never had their work cut out as today, and with traditional marketing methodology and strategy taking a backseat, internet marketing is the future and its tentacles are reaching far and wide across the world making life for all those trying to sell anything from, products to services even ideology having a whale of a time.
Accessing the internet
The internet is freely accessible by anyone anywhere provided they get a paid connection from any of the many internet accessible devices which today can be obtained at very competitive prices as there are more than enough facilitators around the world.
What is internet marketing?
Internet marketing is the use of the World Wide Web (www) or the internet for propagating the marketing concept of facilitating the conveying of messages from seller to buyer to end in engaging one with the other to call to action (CTA), or conclude a sale.
Using internet marketing strategies
Marketing professionals using internet marketing strategies need to be on their toes as the ground situation is very fragile and also volatile as changes happen very fast and even the best strategies that had taken long hours of planning would need to be shoved aside and a new one initiated, as the competition would be aggressive and cutthroat.
Competitive internet marketing
Competition on the internet marketing platform is not for the faint hearted, and those taking on this very competitive industry need to be smart, alert and quick thinkers if they would want to survive.
Countering the very intense competition that internet marketing professionals would confront once they choose to make this billion dollar industry their profession would require guts to take the glory that would be bestowed on them if they could come out unscathed.
Influencing prospective customers through SEM
Influencing prospective customers to buy your brand would need a sustained search engine marketing or sem campaign which would create a special niche for your brand to be always visible to them.
Using the availability of their digital mobile handheld devices a good campaign should win the day if effectively strategized.
Backing words with deeds
Search Engine Marketing (SEM) professionals should always strive to back their words with deeds and providing their customers all the information they would need to know to engage with them.
Openness and transparency would always win the day and search engine marketing is very competitive with every brand worth their salt doing something or other to get their brand on the right platform to gain high visibility which is what would ultimately win the day for the brand.
Openness and transparency
Customers prefer openness and transparency before they would commit themselves to engage in business and the onus lies with the SEM marketer to expound this trait which would tilt the balance in his favour.
What are search engines?
Search engines are what Google, Yahoo and Bing are offering to their millions of users who come onboard their platforms searching for information that they would need from time to time.
The search engine with better User Experience (UX) would always be more popular and as today it is Google that leads the way with new user friendly innovations being introduced on their search engines regularly and some of them are far ahead of their time.
Search engine optimization
Customers searching for what they need would impulsively enter the word or phrase that their search would entail and search engine marketing professionals by putting these words which are referred to as “keywords” into their written content would stand a chance of being found by the searcher or internet user.
This is called search engine optimization or abbreviated as SEO and an important aspect in the information technology industry.
Challenging search engine optimization
Search engine marketing professionals strive to get the right keywords which is the key to success on the internet or search engines, as high visibility for a brand will have it’s work cut out.
Profiting from the internet
Search engine marketing professionals have their work cut out and are profiting immensely from the easy access they have to their millions of customers just at the click of a few keys on their digital mobile hand held devices.
This has provided their prospective customers too, the opportunity to gather all the information they need before they take the final step to engage in business, with another. It is a win and win situation for a customer as he could obtain every tit bit of information before arriving at the final decision.
Effective steps in Search Engine Marketing (SEM) strategies to success
Once you have a better knowledge how to do sem and with what, how and with whom you have to cross swords on the competitive digital marketing platform you could take the plunge to test your skills with an effective sem campaign to take up the gauntlet and succeed.
Search Engine Marketing professionals employ many strategies to get their messages across to their prospective customers employing the facilities of the search engines. Their objectives have got easier with most of their customers accessible first and fast right on their palms due to the prolific use of hand held digital mobile devices that are in use.
The sem campaign you intend executing should take into consideration every factor that would help to make it successful. The first priority is to target your potential customer base, because trying to sell a refrigerator to an Eskimo would not be possible.
Next you should identify what their needs are, and an example would be, the same Eskimo does not have the need to refrigerate his meat in a refrigerator.
You have to find out what would motivate the customer to engage with you, does what you are offering appeal to him and would satisfy his need.
Highlight your product with your competition give the advantage which would meet his needs, features don’t sell it is only meeting the need of the customer that would sell.
Next set the objectives that you want to achieve and the mediums you would want your sem campaign to be on the mediums that you choose have to be regularly monitored and guided. If it is not performing as per your planned strategy, change whilst it is ongoing.
Check your SEO rankings, is it getting better, has an increase in traffic seen, is the call to action (CTA) bringing positive responses, all these would indicated to you whether the sem campaign is on track or not.
Search Engine Optimization (SEO) are the keywords
The strategic area of your sem campaign is the challenge to increase your rankings on the search engines and maintain search engine optimization (SEO), as this is what will bring your product onto the public domain continuously and consistently.
Towards this objective the right keywords should be picked which would target your website with what your prospective customers are finding for to satisfy their needs.
Post effective and readable content
Your content posted should be readable and customers must read it through to the end to know what you are offering and the advantages that he would have by engaging with you.
The content should be well presented to address to tickle the response you would need from the customer because that is what matters at the end.
Prioritize your sem campaign
You should prioritize on the three leading search engines, Google, Yahoo and Bing to enable optimum exposure which would put you on the citadel you want to be.
Engage other related links
Engage with other related and popular links that are visited by your potential customers and bringing effective content linking the contents of those links would put you on that integrated link platform.
This would be picked by the search engines and provide you the priority access that you desire and it should be a continuous process.
Monitor response and measure success
Monitor regularly to ensure that your call to action (CTA) is effective and customers are drawn to it with the overall sem campaign is running successfully.
The responses should be forthcoming regularly and your product should be on a high SEO and everything you have done should work to plan and precision.