Search Engine Marketing – What is it?

Search Engine Marketing (SEM) is split into two areas, Search Engine Optimisation and Paid advertising.  This section details how both methods work and the techniques required to implement them.  These techniques will work for individuals, Bloggers and Small business.

Although not seen as a direct part of Search Engine Marketing I have added a section about Social Media Marketing, as this can have an affect on the Search Engine Results.  This section also includes an introduction to the Search Engine Optimisation (SEO) series which is a step by step guide to SEO techniques and methods.

Search Engine Optimisation (SEO)

There are two recognised forms of Search Engine Optimisation (SEO), there is White Hat SEO, which is also known as Organic or Natural SEO.  This is the process of optimising a site in conjunction with the search engines best practise policies.

The other form is known as Black Hat SEO and is the process of trying to trick the search engines into giving high placement to sites that have been optimised using techniques that do not improve the visitors experience. Organic SEO results show below the paid adverts on a search engine results page (SERP).  This is the page you see when you do a search in any search engine and you get a list of results.

I have broken down SEO into the following series to make sense of the sections. Begin at number 1 and work your way through the series to get a better understanding of the process:

SEO Series – Step by Step Process to Improve Your Website Ranking

1. SEO Tools – Check your Site
2. Keyword Analysis Research
3. Web Content Writing – Web Copy
4. SEO Web Design – Search Engine and User Friendly Structure
5. Link Building – The Natural Way
6. SEO Service – Revisiting, Fixing and Optimising your site.

None of the six points shown above involve Black Hat SEO.  Although it is a very time-consuming exercise, the results of an Organic search campaign for the business (or blogger) and the improvements in visitor experience make it worth while.

Pay Per Click Advertising

Pay Per Click Advertising is the method of paying for adverts on the search engine results pages.  These adverts are usually shown at the top or right hand side of the page.  It usually says sponsored links at the top of the results.

Pay per click works by charging you for the amount of clicks your advert receives or the amount of impressions (amount the advert has been shown).  The cost can vary depending on the relevancy of your site and the competition for the keywords that people type into the search page.   For more on Search Engine Pay Per Click

Social Media Marketing

Social Media has changed the landscape of online marketing, it is possible to spread your message through blogs, social networking sites, document sharing, microblogs, social bookmarking, video sharing and podcasting.  By implementing these additional marketing tools you will gain more presence in the Search Engine Results.

There are also social media websites where you can have PPC adverts shown to targeted audiences (i.e. Facebook).  All of these methods are explained in Social Media Marketing

Above all it pays to have a holistic marketing strategy including some or all of these techniques on this page to really promote your blog or business to the best of your ability.