Search Engine Marketing(SEM)

Search Engine Marketing Calicut

With an increasing number of consumers researching and shopping for products online, search engine marketing has become a crucial strategy for increasing a company's reach.In fact, the majority of new visitors to a website find it by performing a query on a search engine.

In search engine marketing, advertisers only pay for impressions that result in visitors, making it an efficient way for a company to spend its marketing dollars. As an added bonus, each visitor incrementally improves the website's rankings in organic search results.

Since consumers enter search queries with the intent of finding information of a commercial nature, they are in an excellent state of mind to receive marketing messages and to be nurtured as prospective customers.

Search engine marketing reaches consumers at exactly the right time: when they are open to new information. Unlike the majority of digital advertising, search engine marketing is non-intrusive and does not interrupt their tasks.

Search Engine Marketing Cochin

Search engines use complicated algorithms to ensure the most relevant results are returned for each search, including location and other available information. In paid search advertising, sponsored ads appear at the top of and on the side of search engine results pages to gain more visibility and prominence than the organic results.

Let's say that you are a customer looking for a product or service online. You go to a search engine and type in your search terms (also known as keywords). In your search results page, you will come across various company ads whose keywords match the keywords in your search. These ads appear in prominent locations on the page – along with the other search listings that match your keywords. The paid listings are highly relevant to your specific search, making it likely that you will click on them.

When setting up a campaign within an SEM network, the marketer is prompted to:

  1. Select a set of keywords related to their website or product
  2. Select a geographic location for the ad to be displayed within
  3. Create a text-based ad to display in the search results
  4. Bid on a price they are willing to pay for each click on their ad

Types of Search Engine Marketing (SEM)

There are three main types of search engine marketing (SEM), all aimed at helping you earn greater visibility in search results.

  1. Pay-Per-Click (PPC) or Sponsored Search Results
  2. Local SEO
  3. Organic SEO

The main differences between the three are:

  1. what prompts your display in search results
  2. how quickly you can start showing up in search results
  3. the dominant factors that influence your ability to achieve a page 1 ranking
PPC Calicut

Google AdWords or Pay-Per-Click is Google's form of online advertising. Advertisers bid on "trigger" words and phrases which prompt their ads to display in sponsored search results. Advertisers pay a fee every time someone clicks on one of their ads.

Google's Quality Score is "Google's rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process."

  1. Paid search results are the first to be seen by searchers.
  2. They can start displaying in search results very quickly.
  3. They are a great way to experiment, "test and learn".
  1. Ads tend to be less trusted than organic or local search results.
  2. 70-80% of searchers ignore paid advertisements. (3) New businesses and inexperienced practitioners tend to pay higher rates while their quality scores improve. A high-quality score (influenced by past performance) will lower your cost per click.
  3. Your visibility lasts only as long as you're willing to pay for it.
Local SEO Bangalore

Local SEO is a type of search engine optimization (SEO) that focuses on getting your business listing to show up in Google map results. There is no charge for clicks.

Your positioning in local search results is largely influenced by:

  1. your Google My Business (GMB) listing must be verified, complete and accurate
  2. your chosen business category must be appropriate and relevant
  3. proximity – the searcher must close to you or specify a geographic qualifier that includes your location
  4. online reviews – quantity, quality, and keyword relevance
  5. citations – quantity, quality and consistency
  6. organic influencing factors
  1. Local search results stand out (because of the map).
  2. They're very prominent on mobile devices.
  3. Local SEO also gains you visibility in online directories and on GPS devices.
  4. Searchers tend to trust local search (probably because of the 1st-page positioning, address verification requirements, and reviews)
  5. There is usually less competition.
  1. It can take months before you begin to see local search results.
  2. Local results do not display for every search query.
  3. You are limited by geography; you won't show up when geographic qualifiers exclude your business location.
Organic SEO Cochin

Organic SEO is a search engine optimization process that results in your website content gaining increased visibility in unpaid, non-local results. There is no charge for clicks through to your site.

Your organic ranking is influenced by over 200 ranking factors, each factor with as many as 50 variations. Factors fall into four main groupings:

  1. Your website architecture (structure, layout, design, coding). Google has to be able to find, understand, and index your content before you will begin to show up in search results.
  2. Content – Your content must be relevant and high quality in order to earn repeat visits, links, and social mentions – signals Google uses to boost your rankings.
  3. Backlinks – All things being equal, the more high-quality, relevant backlinks you can earn, the higher you will rank.
  4. Competitors – SEO is a competition. Your ability to rank depends on the volume and strength of your competitors.
  1. Organic search results are considered trustworthy and earn the most clicks.
  2. Organic results offer maximum flexibility – you can display for any search term
  3. Results (if arrived at via white hat methods and maintained over time) will continue to compound and grow over time.
  1. It can take months before you begin to see organic search results.
  2. Organic search results are subject to daily algorithm updates and market adjustments. Results can be volatile.
  3. There are only 10 blue links on page 1 of organic search results. Competition is tough and getting tougher.

Integrated Vertical Search

Probably the most well-known Integrated Vertical Search is Google's "Universal Search" – although all of the major search engines have now adopted similar search formats. This is the practice of incorporating different types of results in the Search Engine Results Pages (SERPs), such as news releases, images, videos, etc., depending on the query. This was a game changer for SEO when it was first introduced – it became necessary to create and optimize many different types of content because they all show up on SERPs. The term for this comprehensive approach is referred to as Digital Asset Optimization (DAO).

This is both a challenge and a great opportunity. The challenge is because the organic spots aren't what they used to be – there used to be ten organic spots on the first page to compete for – and only five above the fold, (which refers to the vertical limitations of a user's screen and the amount of content one can view without scrolling). Now there might be local search results, news releases, images and video included in the results – many of those above the fold. What's the new number one spot? Is it the first local result, news release, or organic listing?

There's also great opportunity in universal search for those that learn how to play the game. You can own more real estate on the first page of results if you can get your site in the local, news, video and image results as well as the organic results.

If these activities are causing your listings to show up on sites and pages that aren't search engine results - can you really call it search engine marketing? What most of these advertising methods have in common are that they are all 'keyword driven.'

There are also a few more similarities. All of these marketing methods are measurable to an extent never seen in any other media. Every click can be measured – where and when it came – and followed through to the conversion, the sale and the lifetime customer value. This feedback loop creates optimization opportunities that can create huge incremental improvements in your SEM campaigns.

Success through SEM comes from consistently repeating three things: testing, measuring and tweaking. The data gathered from your site will not only measure the click-through, but e-mail capturing, pre- and post-sale customer retention.

SEM is a broad and growing field, and is one of the most targeted methods of getting the right visitors to your site at the peak moment of their interest – when they're searching for a solution to a problem you can solve.

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