Search Engine Marketing (SEM) refers to the practices and strategies used to increase a website’s visibility and drive traffic from search engines like Google, Bing, and others. It encompasses both paid advertising (e.g., pay-per-click/PPC) and organic efforts (search engine optimization/SEO).
Some key SEM strategies and tools include:
Paid Search/Pay-Per-Click (PPC):
- Keyword research (e.g., Google Keyword Planner, SEMrush, Ahrefs)
- Ad copywriting for search text ads
- Landing page creation and optimization
- Bid management and budget allocation
- Campaign structure (by location, device, product/service, etc.)
- Remarketing to previous visitors
- Popular PPC platforms: Google Ads, Microsoft Advertising, Amazon Ads
Search Engine Optimization (SEO):
- Keyword research for informational and commercial intent keywords
- On-page SEO (title tags, meta descriptions, header tags, content optimization)
- Technical SEO (site speed, indexability, schema markup)
- Link building through content marketing and outreach
- Local SEO optimization for local businesses
- Popular SEO tools: Ahrefs, SEMrush, Moz, Google Search Console
Marketing Analytics:
- Setting up conversion tracking and goals
- Connecting PPC and analytics platforms
- Calculating key metrics like cost-per-click, cost-per-conversion, ROI
- Conducting A/B test experiments
- Popular analytics tools: Google Analytics, Adobe Analytics, Mixpanel
Some key SEM strategies include:
- Understanding the customer search journey and user intent
- Researching keywords thoroughly based on relevance and search volume
- Creating compelling ad copy and landing page experiences
- Structuring campaigns and allocating budgets effectively
- Optimizing content and website for SEO best practices
- Continuously testing and refining based on performance data
- Leveraging automation and AI capabilities where possible
- Investing in skilling up SEM practitioners and team capabilities
The overall goal of SEM is to be present when potential customers are searching online, influence them through ad messaging and SEO-optimized content, and ultimately drive high-quality traffic that converts into leads or sales.
