Search engine marketing (SEM) is the new buzz phrase that marketers use to describe SEO.
SEO has developed so much, It encompasses everything from the design and user experience of a website through to the ongoing content and link building. Therefore it needed a new name that suggested it was a long-term game, not a one-off service. So welcome to the birth of search engine marketing.
What does Search Engine Marketing involve:
There are hundreds of cues that affect a website’s ranking in search engines. Some that are secret, some that are legend and some that are blatant. To list them all here would be lengthy and laborious. What is clear is that the new ‘SEO’ focuses on the ‘friendliness’ of your website, the content it produces and how you then market that!
Over the last couple of years, the user experience (UX) of a website and its audience-friendly copywriting has become essential. No more ‘keyword stuffing’ which made the content hard to read or secret pages of duplicate content with just a location change. Easy to use websites, with a simple navigation system that tells the reader exactly what you do is what Google is looking for.
The optimum page will have the information above the line before people have to scroll. Here make it clear what you do and how to find out more. It doesn’t have to be lengthy just obvious!
Make sure that if you have video or photos on any page that they are not compromising page speed. Speed is part of the UX. Increase speed, reduce bounce rate and increase ranking. Simple really.
SEM involves your blog (or whatever you choose to call it!). To encourage Google to come back and re-rank your site you need to be regularly adding, well written, highly relevant content that us useful to the reader. Not ‘salesy’. Useful. Having a blog is particularly important for businesses that may not be adding new products to their site regularly, but even then you need ‘non-salesy’ stuff to add in between that content.
Then share it! There is minimal point spending time crafting amazing content if you are not going to share it via social media. Not only does it get the new blogs under people’s noses, but it can also increase new visitors to your website. This gives you organic links back to your website from trusted sources, encourages people to interact with your brand all while giving the nod to Google that your content is compelling and people want to see it!
All those keywords that you want to rank for but aren’t because your parent pages are already optimised to the hilt…use them in blog posts. But do your keyword research first to ensure that they are phrases that are searched for in the first place. You will be surprised!
Don’t spread yourself too thinly when it comes to social media. Start with one account, grow a following and then start another. And while we encourage sharing your content via social media accounts, that isn’t all you should be doing. Take a look at our social media blogs to get some more support in that area.
PR & Trustworthy backlinks
Although backlinks are nothing new, the new SEM encourages you to put yourself out there and do some PR. Getting links back from trustworthy and highly authoritative sites are cues to Google that your website is sort of a big deal.
Follow #journorequests on Twitter and pick up some coverage for you – it may end up with a link back to your website or at least some amazing content for you to share!
Take a look at our Press Office and Executive Profiling services to help you and your business gain coverage and some high-quality backlinks along with the way.
So search engine marketing is just SEO but upgraded. And if you want the results you need to put in the time and effort.