What does it take to get your site in the number one spot on the first page of search results?
Relevance? Duh. That’s what you expect out of a search engine, right?
How about popularity? Yeah, that has something to do with it too.
So, can you buy your way to the top? Well, in a way…you bet!
That’s where search engine marketing comes in – and that is what I have spent the better part of two weeks researching. Starting off with just a primitive knowledge of the subject, I looked to the Internet to study up on the topic and found a dynamic and rapidly evolving industry in search engine marketing (SEM hereafter). So what did I learn? I learned that SEM is hard to learn.
So I bought a book devoted to the topic because it helps me learn if I have something tangible that I can write in and reference later. But, in my opinion the most effective education can be found in others by listening and taking note of their experiences. This is why I have taken on a new chapter in the Rockfish Interactive blog, and as I pick up tips and learn about this ever-changing industry, I will pass those pearls of SEM wisdom on to you! Be sure to take notes – this will be on the test later. Let’s start with the basics.
What is SEM?
SEM is the placement of your Web site in the search engine results page. It consists of two practices, pay-per-click and search engine optimization. Although these two practices are very different, they have similar goals – achieving the top spot in search results. Search engines such as Google, Yahoo and Ask offer SEM services on a pay-per-click basis. This means that you only have to pay when someone clicks on your advertisements, and the amount you pay depends on how much you bid on the keywords that led the viewer to your advertisement.
Why should I use this method of advertising and how do I know if it is right for my company?
If you have any desire to increase your online presence, then this is something you need to be doing. SEM is unique because you are able to send your message to an audience that is searching for a product or service that you offer. It is also relatively inexpensive since you can set your own maximum spending limit, and it is also easy to track the return on investment of your advertising.
So how was your first lesson in SEM? Be sure to check back frequently for tips and trends surrounding SEM. This is an exciting time for SEM at Rockfish Interactive since we are trying these tactics on our own brands, Filsend.us and Fourthbook.com. Like the case studies you read in school, I’ll be discussing what works, what should work and what doesn’t work at all. There won’t really be a test later, so don’t worry.