Overview of Search Engine Marketing Strategies (SEM)
Search engine marketing is more commonly known by its acronym ” SEM. ” SEM is one of the most effective ways to grow your business online and promote your products. Search engine marketing strategies are focussed on improving your website’s visibility in search engines. In simple words, Search Engine Marketing strategies are anything you do to optimize your site’s ranking in search engines and increase the traffic to your site.
The concept of Search Engine Marketing strategies is quite simple :
Searching for a product or service online means they are in ‘hunt mode’ and need relevant information to meet their immediate or future demand.
A signal is sent to the search engine that the person is looking for information and the search engine provides some of the best sources of targeted traffic.
Search Engine Marketing strategies is an inclusive term that includes several other activities like
- Search Engine Optimization
- Search retargeting
- Submitting sites to directories
- Managing paid listings in search engines
- Finding out the online marketing strategies
- Social media marketing
Search Engine Marketing strategies are a combination of all these activities. But it is often known by the term pay-per-click ads. These ads are more visual and product-based, giving users information at a glance.
Search Engine Marketing Strategies
To be successful in Search Engine Marketing strategies, all you need to do first is to create an SEM plan. Here are a few points to remember while creating Search Engine Marketing strategies.
- Who is your target audience? Research and discover who wants to visit your site before you delve into your plan.
- Define your goals. What is your target, and through which means are you going to achieve the target?
- Get ready with the tools for SEM. For example, the Keyword analysis tool will help you find the keywords that will work best for your business.
- Test your keywords frequently.
- Add fresh content to the site and update your web design
- Start with your link-building technique. Build up your links in blogs, forums, and other websites, which will boost your search engine rankings
- Think beyond your website. Create some videos and post them on YouTube
- Add articles about your site in article submission sites and give a link to your site along with the article
- Update your blog or RSS feed regularly.
- Track your site performance using a tracking software
Search Engine Marketing Strategies Tools
I was wondering what tools some of the top competitors use in the industry use. There are four essential tools for Search Engine Marketing strategies. We shall discuss in detail about these tools in the below section.
Keywords are the foundation of Search Engine Marketing strategies.
Do comprehensive research as a part of your keyword management strategy before choosing your keywords.
This research will also help you find the negative keywords or search terms you should ignore in your marketing campaign.
Some keywords have a high commercial intent or a strong indication that the searcher is in the decision to buy something. Examples of such keywords are Buy, Discount, Deal, Coupon, Free shipping, and others.
Another critical factor is Keyword grouping and account structure.
An adequately structured account contains five elements in the following order.
- Ad campaigns
- Ad groups
- Add text
- Landing pages
Link building is the most critical factor in optimizing your website for search engines. Search engines measure website saturation and popularity in terms of the site’s number of inbound links. Most search engines include link popularity as one of their aspect in the ranking algorithm.
A URL shortener is an online application that converts a long URL into its condensed form. URLs are to be shortened because of the following reason.
- Some posts have character limits. For example, Twitter
- Short URLs have an aesthetic appeal
- Some URL shortener application comes with traffic monitors. You can count on the number of clicks the shortened URL has achieved.
Measurement is always the first step to control and eventually improve. Drafting a web analytics framework will help you focus on your goals. Web analytics will help you measure simple traffic counts to more detailed data.
Many tools are available, and these tools can deliver conversion-related information.
Smart Search Engine Marketing Strategies
How do you let Google know your business exists?
Here are a few Search Engine Marketing strategies that can benefit your business.
Pay-Per-Click (PPC) Advertising
No strategy is as effective as PPC ads. PPC is focused on promoting your site through paid advertisements based on targeting keywords. Two critical players in PPC advertising are Google Adwords and Yahoo/Bing. Let’s have a look at these two in detail.
Google Adwords helps customers market their products or services in the search engine. Adwords uses text ads that will be displayed when people search for keywords that are related to your business or product.
What you want to do is bid on a series of phrases or keywords that are related to your business or site.
The main advantage of using Google Adwords is you can bid as many keywords as you want, but you will pay only if someone clicks on your PPC ad.
PPC ads will be displayed as short text ads with a title and a brief description.
There are a lot of benefits to using Adwords for promoting your business.
- You can reach a large number of users through Google Adwords. This provides several opportunities for your business.
- You can have complete control over your ad, like where and when it should be displayed and how much you will have to pay per click.
- The budget will not be an issue while opting for Adwords. You can work with any budget. It is highly selective.
- You can directly reach your target customers using Adwords if you have chosen the right set of keywords.
Yahoo!/Bing Search Marketing
Next to Google, the search engine that gets the maximum number of daily searches is Yahoo. You need to sign up on the Yahoo search marketing platform to advertise your product on Yahoo!/Bing network. The most significant advantage of using this network is the merger between Yahoo! and Bing Search.
This marketing platform also works similarly to Google Adwords.
Choose a set of keywords related to your business or product and make an ad to be displayed in the search results.
You will have to pay only for the number of clicks you receive.
Yahoo!/Bing search marketing has its own set of advantages
- You can reach a new group of potential clients who do not use Google for search
- Yahoo! and Bing search engines have high exposure, and it is proved in research that searchers who use Yahoo! and Bing spend more time than the average internet user
- As the users spend more time, there are greater chances of conversion
- This is cheaper than Google Adwords as the competition is less
Site design is an essential aspect of Search Engine Marketing strategies. Use the best website developer in the market to create a beautiful website for your business. The website is always the first impression that makes the visitors stay on your site and view the details. Focus more on quality content.
Sales copy of the products.
Pay Per Click (PPC) advertising is the best way to get clicks through Search Engine Marketing strategies. Grabbing the attention of the customers is essential. What you want to do is oversell a product or talk more about the features of the product. Make sure that your PPC ads and sales copy gain customer interest. Do not underestimate the power of a product sales copy.
Reverse image search
This is a new and different link-building tactic. It is one of the best ways to get links.
Now here are a few points to help you do that
- Go to Google Image Search
- Enter the search string like your site name or URL
- You will get all the images on your site that Google has indexed
- Click on the pictures to view the details
- If you find out someone is using your website’s images without any link to your site, then contact the site owner.
- Send them a mail saying that the image is originally from your site and request them to place an attribution link.
Determining your key demographics
Who are your customers?
Are you selling to a customer, or are you selling to a business?
Know what your key demographic will be to convert leads into sales. The lead time is the difference in sales between a customer and a business. Selling to a customer has a shorter lead time than selling to a company. Selling to a customer increases the rate of conversions.
Let’s move to the following Search Engine Marketing strategies.
Monitor Competitor’s backlinks
Find out your top competitors. Keep track of competitors’ backlinks. This will help you in getting ideas for quality links. Once you find their target keywords enter them into your backlink tool and get a list of backlinks for your site.
Remember the customer
Getting the highest rank in search engines should not be your only motive in Search Engine Marketing strategies. Always think about a site from the customer’s perspective. If you forget about the customer, you cannot convert your leads into sales. Search engines do not buy your products. Ultimately, the customers will click on your advertisement and buy your products.
Infographics are the most powerful link-building in Search Engine Marketing strategies. It deals with visual content marketing. Creating infographics costs a bit, but you can also make your infographics. Below are a few points that will help you create compelling infographics.
- Write unique description
- Include real data sources
- Include your website link in the infographic source code
- Use a pleasing design
- Keep your information short and crisp
- Use statistics that will gain more attraction
- Share your infographics on social networks
- Use a lot of creativity to make your campaign more successful
Be available online
Online business is not just about creating a quality website and content. Maintain a good customer relationship.
Make your site user-friendly, and don’t be spammy. Be available online 24*7 to answer the queries of your customers.
Monitor the activity of your customers online.
You can check out forums and blogs for discussions relating to your business and involvement in the debate. People will start knowing you and will withdraw links to your website.
Let’s move to the following Search Engine Marketing strategies.
Reverse Guest Posting
This is just the opposite of guest posting. Guest posting is finding a third party to write good content for your site. At the same time, reverse guest posting is finding good bloggers and authority to write content for your business and maintain a good relationship with them.
Research and find the best bloggers through Twitter, Google, or any websites you already know.
Define three things before starting with reverse guest posting
- What do you want to get out of a guest writer
- The subject of guest articles
- How often do you want the blogger to contribute to the blog
Listed are the benefits of reverse guest posting
- Builds a strong relationship with bloggers
- The post can be shared through social media
- It gives a new perspective to your writing
- An excellent method to share your site link
Get frequent feedbacks
This is one of the easiest ways of getting backlinks for your site. There are a lot of websites where feedback is accepted, and backlinks are created. You need to register on the site, submit your website and write a short description of your product or service.
Getting links from brand mentions
Check out whether any customer has mentioned your brand or business. Get to know what the customers think about your business. Any say about your brand, company, or product online is one method of getting links for your site.
Tools are also available to track mentions about your brand or business online.
If you come across any mentions from your customer without a link, you can send them an email saying thanks and asking them to place a link to your site or product kindly.
Let’s move to the last Search Engine Marketing strategies.
Getting reviews about your product or service from blogs is the best way to get good backlinks for your site.
It requires a lot of hard work to grab the attention of bloggers.
How do you attract bloggers? Here are a few tips
- Offer some free stuff
- Share some information that can help people to learn something
- Make your content attractive without any grammatical mistakes
- Don’t ask the bloggers to post anything about your site or product
Here are some articles that will help you to get more detail about the search engine marketing strategies, so just go through the .link