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Response To: "A 30,000 Foot Primer on Search Engine Marketing"

Response to the author of the blog post on ADM titled:

A 30,000 Foot Primer on Search Engine Marketing


In her blog post, which seems to have several false statements and descriptions that are simply WRONG, the author describes "SEM" and "Search Engine Marketing" as terms used to describe Search Engine Advertising, Pay-Per-Click Advertising and Paid Inclusion... Suggesting that Search Engine Optimization of free or "Organic" listings is not part of Search Engine Marketing and Search Marketing as these terms are used by the search engine experts.... WRONG, WRONG, WRONG!

Search Engine Marketing (SEM) is a broad based category that includes ALL strategies and tactics that seek to leverage Search Engines for marketing communication objectives. SEM is NOT JUST paid advertising, it includes SEO! Here are a few of the REAL definitions for your use so that the lame and poorly constructed blog post referenced does not make you sound like a fool when you seek or inquire about Search Engine Advertising:

search advertising: Also called Paid Search. An advertiser bids for the chance to have their ad display when a user searches for a given keyword. These are usually text ads, which are displayed above or to the right of the algorithmic (organic) search results. Most search ads are sold by the PPC model, where the advertiser pays only when the user clicks on the ad or text link.

search engine marketing (SEM): The process of building and marketing a site with the goal of improving its position in search engine results. SEM includes both search engine optimization (SEO) and search advertising, or paid search.

search engine optimization (SEO): The process of making a site and its content highly relevant for both search engines and searchers. SEO includes technical tasks to make it easier for search engines to find and index a site for the appropriate keywords, as well as marketing-focused tasks to make a site more appealing to users. Successful search marketing helps a site gain top positioning for relevant words and phrases.

search engine results pages (SERPs): The page searchers see after they've entered their query into the search box. This page lists several Web pages related to the searcher's query, sorted by relevance. Increasingly, search engines are returning blended search results, which include images, videos, and results from specialty databases on their SERPs.

Search engine marketing.

Also known as:

Search engine optimization is the art and science of publishing information and marketing it in a manner that helps search engines understand your information is relevant to relevant search queries.

SEO consists largely of keyword research, SEO copywriting, information architecture, link building, brand building, building mindshare, reputation management, and viral marketing.

SEO Copywriting
Writing and formatting copy in a way that will help make the documents appear relevant to a wide array of relevant search queries.

There are two main ways to write titles and be SEO friendly

  1. Write literal titles that are well aligned with things people search for. This works well if you need backfill content for your site or already have an amazingly authoritative site.
  2. Write page titles that are exceptionally compelling to link at. If enough people link at them then your pages and site will rank for many relevant queries even if the keywords are not in the page titles.

See also:

Search Engine Results Page is the page on which the search engines show the results for a search query.

Search Marketing
Marketing a website in search engines. Typically via SEO, buying pay per click ads, and paid inclusion.

What is SEO/SEM?While many of you are familiar with the terms SEO, SEM, SERP, PPC, etc. others don’t know what all the acronyms in this business stand for and are not sure that the internet and online marketing can help them achieve their goals for their business or organization. We have prepared this brief overview to provide a definition, help you understand the industry and decide if you could benefit.SEO refers to search engine optimization, the process of structuring a web site so that it will appear at or near the top of a search engine results page (SERP) for your chosen keyword phrases. It also involves researching the best keywords to use for your industry, and they are not always the ones you would expect. Often our potential customers use different search terms than we would use, or they search for the solution to a problem without knowing exactly what they need. Keyword research is an important part of SEO and critical to the success of any campaign.SEM (search engine marketing) is a term that encompasses SEO and all the other things you have to do to be successful in online marketing. With growing competition and increased sophistication of search engines, it is no longer enough to choose your keywords and make sure they are used properly within your site. There are now many more elements to a successful online marketing program. Among other things, you must regularly update your content and add new content. You must get links to your site from other sites, but it is important to know which sites can help you and which are a waste of your time.Search engines take as many as 200 different elements into account when determining how to rank your site. The more of these elements you get right, the better you will do. It is an ongoing process, so once your site is doing well you will have to keep up with industry changes and ever-increasing competition in order to keep doing well.You may also want to spend some of your SEM budget for pay per click advertising (PPC) which allows you to bid for ranking position among the listings labelled as sponsored. These usually appear above and/or to the right of the regular search results. All major search engines have PPC programs. The benefit is instant visibility on search engines. The downside? You have to pay for every click, and as soon as you stop your visibility disappears.SEM has also come to include analysis of your site traffic and conversion rates. A number one ranking and increased traffic are no longer the only things necessary to declare success. They must be accompanied by increasing conversion rates and sales (or signups, phone calls, downloads or whatever action it is you want your visitors to take).When done correctly, SEM will lead to targeted traffic that converts well. Targeted traffic means the people who arrive at your site are already interested in what you offer and are specifically looking for your products or services. You’re better off with 100 targeted visitors than 1000 visitors who have done a more general search and end up leaving your site right away. For example, if you run a luxury hotel and fine dining restaurant in Vancouver, you don’t want the visitors who have searched for a very general term such as ‘travel’, ‘hotel’ or ‘accommodation’ since they could be heading anywhere in the world, or a more specific term that does not relate to your business, such as ‘cheap Vancouver motels’. Instead, depending on your keyword research, you would focus on terms such as ‘luxury Vancouver accommodation’, ‘5 star Vancouver hotels’ or ‘fine dining in Vancouver’.If you have a local business and don’t sell online, do not discount the power of the internet. Many internet-savvy people (and their numbers are growing every day) use the internet to find local businesses or to research products before walking through your door to buy them. This also applies to larger ticket items that would not normally be sold online and shipped, such as appliances, swimming pools and cars. I researched my last vehicle purchase online, narrowing my choices to 3 or 4 before ever walking onto a sales lot for a test drive. So while I did not buy a car online, the internet was a big part of my decision making process. Countless people do comparison shopping online before making a purchase, whether it’s a car or a digital camera.Depending on the size and structure of your business or organization you can learn to do SEM yourself, train a staff member to handle it, or hire an outside individual or company to do it for you. If you are hiring someone outside your organization it is still a good idea to gain basic knowledge of the processes involved so you can ask the right questions, take an active part in decision making and be confident the job is being done right.SEM is also a great opportunity for individuals and new or existing businesses. As more businesses decide to harness the power of the internet, more skilled people are needed. Existing SEM firms hire new staff, individuals start their own small businesses to offer this service, and firms doing related work, such as web design and traditional marketing, expand their service offerings to include SEM. Marketing a website in search engines. Typically via SEO, buying pay per click ads, and paid inclusion.

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