It’s easy to be bamboozled by Search Marketing so here’s a back to basics on what it is and why it’s essential for your online business. You’ll soon discover that online marketers love Acronyms, but don’t worry we just use them to make us look clever! First off is SEM, which stands for Search Engine Marketing. In truth it should really be called Google Marketing as Google is the major player in the search world. Yes, there is Bing, yes there is AltaVista and a hundred more search engines – but Google is the one you want to crack first.
We’ve split our beginners guide into Paid and Natural Search – the bread and butter of every successful online campaign. Both are search models which revolve around keywords – if you separate the two then you’ll quickly find your paid search team paying for links on keywords which you you rank no.1 for (for free!). You can see this yourself when you search for a brand and they appear at the top of the natural search results – yet they stick paid links up! They pay for what they are getting for free – a classic example of Paid and Natural Search being separated. We believe in a single Search Engine Marketing (SEM) strategy.