Search engine marketing is a type of marketing that involves the use of search engines to reach a set of audiences whenever they use a search query related to the advertisers targeting or keyword.
In this guide, you’ll learn an overview of search engine marketing basics as well as some tips and strategies for doing search engine marketing right.
Before proceeding into search engine marketing and what it’s all about i would like to explain the difference between Search engine marketing and search engine optimization.
SEM vs SEO.
SEO which abbreviates to search engine optimization simply means all the processes involved in improving your website and getting more organic traffic from search engines, such processes includes creating good content, using security certificates to improve the security of your websites, longtail keywords, back-linking and so on.
How Search engine optimization works.
Search engines such as Google and Bing use bots to crawl pages on the web, going from site to site, collecting information about those pages and putting them in an index. Next, algorithms analyze pages in the index, taking into account hundreds of ranking factors or signals, to determine the order pages should appear in the search results for a given query.
Search ranking factors can be considered proxies for aspects of the user experience. Our Periodic Table of SEO Factors organizes the factors into six main categories and weights each based on its overall importance to SEO. For example, content quality and keyword research are key factors of content optimization, and crawlability and mobile-friendliness are important site architecture factors.
The search algorithms are designed to surface relevant, authoritative pages and provide users with an efficient search experience. Optimizing your site and content with these factors in mind can help your pages rank higher in the search results.
Unlike paid search ads, you can’t pay search engines to get higher organic search rankings.
Coming to search engine marketing you pay search engines to make you appear in their search results and even rank you at times depending on your bid.
Keywords are the bedrock of search engine marketing your SEM won’t be effective without an efficient keyword research as you won’t be able to reach the desired people.
In addition to this removal of negative keywords also help you conserve you budget by filtering out people that are very less likely to convert.
A very good example of this, take for instance an Oatmeal seller adding keywords like Oatmeal recipes or how to make Oatmeal is a no-brainer as these people are no interested in your product but want to learn more so they can make theirs although it might convert but the possibility is very low.
Before you can choose which keywords to use in your search engine marketing campaigns, you need to conduct comprehensive research as part of your keyword management strategy.
First, you need to identify keywords that are relevant to your business and that prospective customers are likely to use when searching for your products and services. One way to accomplish this is by using a Free Keyword Tool from Wordstream.
Simply enter keywords that are relevant to your business or service, and see related keyword suggestion ideas that can form the basis of various search engine marketing campaigns.
Ad auction or Bidding
One of the most enduring misconceptions about search engine marketing is that whomever has the largest advertising budget wins. Although a larger advertising budget can certainly be advantageous, especially when targeting highly competitive keywords, but it’s far from a requirement for success with search engine marketing. This is because all ads go through a process known as the ad auction before appearing alongside search results.
How it works.
The ad auction process takes place every single time someone enters a search query into Google. To be entered into the ad auction, advertisers identify keywords they want to bid on, and state how much they are willing to spend (per click) to have their ads appear alongside results relating to those keywords. If Google determines that the keywords you have bid on are contained within a user’s search query, your ads are entered into the ad auction.
Factors that improve your chances of wining the ad auction.
- Maximum bid. Maximum bid is the maximum amount you have specified you are willing to pay for a click.
- Quality score. Quality Score is a metric based on the overall quality of your advertisement.
These metrics are calculated during the ad auction to determine ad placements.