The mysterious world of digital marketing is complex. Search engine marketing (SEM) is one of many strategies and there are strategies within SEM, all trying to drive organic traffic. Millions of online shoppers use search engines to source products and services, so SEM is an essential aspect of good digital marketing.
Search engines use specific sets of algorithms and Google are very secretive about this, although they do offer help via Google Analytics; you should register with Google Analytics and make good use of their state-of-the-art software they have developed.
SERP
The SERP or ‘search engine results page’, is what the user sees when they carry out a search and most consumers find what they are looking for on this page. Using a top PPC management company in Cardiff, for example, would have your ad right next to the organic results, and there’s no better place to have your ad. Google Ads is one of the best PPC (pay-per-click) platforms out there and with a leading agency in your corner, the only way is up!
SEM & SEO – The Differences
There are a lot of terms used in digital marketing. ‘Search engine marketing’ differs from ‘search engine optimisation,’ as the latter is exclusively dealing with free, organic traffic from search engines, whereas SEM includes PPC and other ways to reach the SERP. Ideally, you need a tailored approach and with real-time tracking, you can make adjustments to your copy, which should see an improvement.
Here is a summary of the three types of SEM.
Organic
This involves optimising a website to improve its ranking within Google searches. Of course, there are several techniques that make a website more visible to search engines. Keyword research is critical with organic SEM and when you use custom WordPress web development services, your content is integrated with the right keywords that Google notices.
Pay-Per-Click
Google Adwords is the best platform for PPC and as the name suggests, you pay a fixed fee, per click, to the publisher. Google Adwords in itself is complex and a leading PPC agency would give you a high ROI.
Local
Local SEM involves the use of Google Maps to help users find your place of business. This is suitable for businesses that rely on local patrons and can be very effective in reaching those who live within a specific area.
Planning Your SEM Strategies
The best way to effectively plan SEM strategies is to outsource to a leading web development agency, where a team of SEM professionals can audit your online presence and put together an effective and aggressive SEM plan. If you run a small restaurant, local SEO is ideal, while PPC would suit an e-commerce business. Your strategies should depend on your SEM goals.
Search engine marketing can be a powerful tool that drives traffic to your website and with the right agency in control, your SEM campaigns will pay dividends. You also need to decide on a monthly budget. SEM should be ongoing and with all data tracked by the experts, you will get more traffic than you thought possible!