Search Engine Marketing
Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of, paid placement, contextual advertising, and paid inclusion. SEM is NOT SEO and vice versa. SEO is "optimizing" web site pages. SEM is utilizing various means of "marketing" a person's website in order for it to become more relevant in regard to search engine searches and their rankings. SEM can utilize Ad words; which constitute PPC, article submissions, advertising and making sure SEO has been done. Also, key word analysis needs to be done for both SEO and SEM; but not necessarily at the same time. SEM is a constant and tedious task. It changes and needs to be updated and monitored continually. Another part of SEM is SMM, or Social Media Marketing. You can do SEM without doing SMM but you can't do SMM without doing SEM because SMM is a higher level of SEM.
Google has a quote on its site, “No one can guarantee top rankings in search listings.” This is true; no one can guarantee raw rankings because only the search engine companies have the control. Using PPC for Overture and Google Ad Words is the only way to secure top rankings for specific “paid” keywords. Only through optimizing and management of your search engine marketing campaign, can you ensure your marketing efforts are fine tuned to produce the best results.
NOTE: PPC and Keyword marketing can be and is an expensive component of marketing. One of the aspects of it, which we do not like, is the fact Google and other sites utilized in this type of marketing do not and will not offer any verification of who and where the “click throughs” are generated from; meaning, we have no way of verifying the charges and costs associated with alleged users who have clicked on your ads and keywords. This makes us uncomfortable; especially when large amounts of money are involved. Refusing to provide irrefutable evidence which can be verified leaves us no alternative but to question its integrity. Due to this omission, we feel it imperative to educate our clients on this issue and inform them of this fact. If then our clients still wish to pursue this means of marketing, we feel we at least have done our due diligence educating and warning them regarding our concerns associated with this type of marketing.