SEARCH ENGINE MARKETING
-Definition: "Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising. SEM may use search engine optimization (SEO), which adjusts or rewrites website content to achieve a higher ranking in search engine results pages, or use pay-per-click (PPC) listings (search engine advertising (SEA))".
Search Engine Optimization (SEO)+ Search Engine Advertising (pay-per-click)(SEA) = Search Engine Marketing (SEM)
SEO= Within the company’s website to score well on ranking
SEA= The campaign the company runs in order for their ads to be displayed
Search Engine Results Page (SERP): The top left hand side of the first page is more important and viewed most, the second page of results is rarely visited.
-ORGANIC LISTINGS (SEO)
Advantages:
· - Low cost, no money gets paid to the search engine
· - People are 80% more likely to click
· - If high positions are achieved they last long into the future
- It is perceived as a quality endorsement
Disadvantages:
· - Long time required before results appear
· - Difficult to get good positions and highly competitive phases
· - There are no guarantees of success
· - It’s not possible to fully control what appears
- PAID FOR LISTING (SEA)
Advantages:
· - The listing is guaranteed and instant
· - Flexible, it allows for trial and error
· - Search engine provides reporting (Google Analytics)
· - It can be geo-targeted (target ads geographically)
Disadvantages:
· - High costs, both initial and ongoing
· - Users are 80% less likely to click
· - Requires close management, very time-consuming
· - Competitors with more money can outbid you
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