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, Yahoo!, MSN and others)
so that higher numbers of Internet users (also known as "traffic") will visit your website. SEM strategies include both natural search
engine optimization (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.
Lesson 2: 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 utilize search engines to find products, services or information. 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, not
only won't they become customers — they will find your competitors instead.
Lesson 3: It's Not Easy
Search engine marketing is a complex art and science that combines the intricacies of human behavior, 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 utilizes these disciplines, provides the best results. This involves:
Increasing the likelihood of visitors becoming customers using website conversion methodologies
See our complete line of Search Engine Marketing Services or continue learning, at iProspect's Search Engine Marketing University™.
Lesson 4: Just When You Think You've Got It, Everything Changes
Top search engine rankings are ever-moving targets. Each of the major U.S. search properties uses a proprietary methodology, algorithm or
formula to determine a website's relevance to keyword queries. Each of these methodologies is constantly evolving, changing and becoming more
sophisticated — creating new ranking challenges for your website on a regular basis.
