Q&A - Search Engine Marketing (SEM)

Q: What is Search Engine Marketing?

A: Search Engine Marketing is about using search engines like Google to attract visitors to your website. There are two basic ways of doing this; Search Engine Optimization (SEO) and Pay Per Click or Paid Search (PPC).

Search Engine Optimization (SEO).

This is about trying to gain prominence in the 'editorial' section of the search engine's return page (SERP). This is often reffered to as an ‘organic’ or ‘natural’ listing. In this section, when someone clicks on your link it doesn’t cost you anything. Search Engine Optimization requires patience, investment & a long-term approach.

Pay per Click or Paid Search. (PPC)

These ‘sponsored links’ are essentially results that advertisers have control over. Companies choose to place ads that are matched to specific search queries. These links tend to be found on the right of the page and at the very top. You undergo a cost every time somebody clicks on them. You define how much you’re prepared to pay – it’s essentially an auction that governs ad position, with the top ad typically paying the most per click.

Q: How important is Search Engine Marketing?

A: Search Engine Marketing is critically important for all businesses.

Even if your business does not sell products or services directly online, you need a search engine marketing strategy if you want to Get More Customers.

Today's savvy consumer uses the web to arm themselves with information before making a considered purchase. Search engines let marketers reach consumers at a critical time in the purchase process - the consideration phase. Consumers use the web when they are actively ‘searching’ for something. Search engines offer marketers an effective and cost-efficient medium.