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Master SEM ASAP
A Quick Guide to Search Engine Marketing
The concept behind Search Engine Marketing (SEM) is quite simple: when a consumer or businessperson visits a search engine or directory (like Google or Yahoo!), and performs a search, they are in “hunt mode.” Think of it as the Yellow Pages of the Internet.
Organic search engine results are like the listings in the Yellow pages and are gathered based on the relevance of the text the search engines see on your webpage, combined with external elements such as links and user behaviors/preferences.
Paid listings are like Yellow Pages Advertising and result from the purchase of terms by marketers available from all of the top 15 search sites as ranked by Media Metrix and NetRatings.
Paid inclusion involves paying a fee for a major search engine to review your site on a regular (monthly or weekly) basis, like arranging for the Yellow Pages to come out more than once a year.
To leverage the power contained within this targeted traffic source, marketers must understand that search engine traffic is unique in the following ways:
- Search is unique in tapping a searcher at the exact moment they are seeking knowledge or a solution. Searchers are on a mission - its just-in-time marketing.
- Search engine traffic originates from a voluntary, audience-driven search. This means the visitors chose the search query that resulted in your listing being shown.
- To truly qualify as pure search traffic, the search must be one that the searcher initiated either by clicking a search link in a directory style portal or by filling out a search query box.
Search marketing has already proven itself a valuable part of an overall integrated campaign, for both branders and direct marketers. All kinds of marketers can easily benefit from a dialogue with a searcher; whether that searcher is facing a problem, is in need of information, or is ready to purchase.
Want to market more effectively to your current customers? Call or email O’Neil: 866–659–0824 or sales@oneildata.com.
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