The Keys to Effective Search Engine Marketing, Part 2

Per our last article, here are the four principal methods under the SEM umbrella are Search Engine Optimization (SEO), Keyword Buying, Paid Inclusion and Social Media Optimization.

Understanding how these four methods work with a defined budget can give you a leg up on your competitors and better insure a positive ROI for your site.

1. Search Engine Optimization is the process of setting up a Web site to achieve high rankings based on content and search-engine friendliness.

These results are called: natural, organic or free. This method attempts to improve rankings for relevant keywords in search results by improving a Web site's structure, content, and relevant backlink count.

2. Keyword Buying uses sponsored search engine listings to drive traffic to a Web site. The advertiser purchases or bids for keywords (search terms), and the search engine ranks and lists ads based on a competitive auction and other factors. The three types of keyword buying are: Cost Per Click (CPC), Pay Per Click (PPC) and Sponsored Listings.

3. Paid Inclusion submits listings into search engines, typically comparative shopping sites like Nextag.

4. Social Media Optimization promotes Web sites by placing ideas regarding your site within online communities with the hope that they will spread virally.

In essence, Search Engine Marketing is a means of direct marketing – creating a 1-on-1 communication with a prospective customer. It is a marketing tactic that is trackable, measurable and repeatable, enabling companies to see their direct return on investment and adjust their strategy in real time.

No matter the company size or marketing budget, any company doing business on the internet should include SEM in their marketing mix.