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About Search Engine Marketing
What is Search Engine Marketing (SEM)?
Search engine marketing is a component of an overall integrated online marketing strategy that aims to increase your website's positioning (referred to as "visibility") within the search results of the major search engines (like Google, and Yahoo!) so that higher numbers of Internet users (also known as "traffic") will visit your website.
SEM strategies include both natural search engine optimisation (so that your website will appear at or near the top of the organic search listings) and pay per click advertising (so that your website will appear within the advertising or “sponsored listings” sections on search results pages) and paid inclusion (so that unique landing pages can be submitted and included within the indexes of various engines that accept XML feeds).
Comprehensive SEM also includes conversion enhancement strategies, which ensure that more of your visitors take the actions you want them to take once they arrive at your site, as well as Web analytics, which allow you to measure and improve upon the results generated from your SEM campaign.
Why is Search Engine Marketing Important?
Search engines are the most widely used vehicles for generating traffic to websites. In fact, research confirms that over 90% of Internet users utilise search engines to find products, services or information. In Malaysia, the numbers are growing rapidly as broadband penetration is more accessible throughout the country. Research also clearly demonstrates that if your website isn't found within the top 10 to 30 search results (the first three pages), no one will find it. And if they don't find it, you lose potential customers as they will find your competitors instead.
The process of Search Engine Marketing
Search engine marketing is a complex art and science that combines the intricacies of human behaviour, linguistic preferences, marketing techniques, analytics, website usability and technology to drive qualified visitors to your website and convert them into customers. An integrated, thorough SEM campaign, that thoughtfully and effectively utilises these disciplines, provides the best results. This involves:
- Utilising natural search engine optimisation techniques to create a foundation for the campaign
- Incorporating the practical advantages of paid inclusion
- Establishing the appropriate mix of pay per click advertising
- Discovering where you're reaping the most value through Web analytics to improve your ROI
- Increasing the likelihood of visitors becoming customers using website conversion methodologies
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