We are all about online marketing these days. It comprises SEM, SEA and SEO. These acronyms stand for search engine marketing, search engine advertising and search engine optimization respectively. Here we are going to discuss how each one works and affects our business and online marketing efforts.
Summary: 5 Minutes read, Level: Beginner
The goal of online marketing is the same as that of traditional marketing. We want to attract more visitors and initiate more sales, thereby increasing profit. Online marketing is measurable and you can even know the number of people who viewed your online advertisement and identify who actually purchased the product. The following are some essential aspects of online marketing:
The goal of online marketing is the same as that of traditional marketing. We want to attract more visitors and initiate more sales, thereby increasing profit. Online marketing is measurable and you can even find out the number of people who viewed your online advertisement and identify who actually purchased the product.
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The following are some essential aspects of online marketing:
SEM stands for search engine marketing. It is the process by which you can gain website traffic by purchasing online advertisements on the leading search engines. Search engine marketing was once used to denote both SEO (search engine optimization) and all online paid search activities. Over time, the term SEM has come to solely mean paid search. Now most of us generally use SEM and/or paid search to refer solely to marketer-paid listings. The following are some of the most frequently-used terms also used to denote SEM activities:
PPC (most common form of SEM) stands for pay-per-click. It is a model of internet marketing in which marketers and advertisers pay a definite fee each time any one of their online ads are clicked. By function it’s a way of buying visits to your website. Bear in mind that there is no attempt here at earning those visits organically.
If you know a thing or two about Google AdWords, you must know that it is the most popular paid search platform available online. It is very frequently used by search marketers and online marketing experts, followed by Bing Ads (Bing search engine). There are also a number of second tier online PPC platforms and PPC advertising options on the leading social networks. So to sum it up, SEM has the following major search marketing platforms:
Remember, each platform has its own perks and offers its own functionalities and scope.
Search engine advertising (SEA) can be understood as a part of SEM itself. It is a branch of broader online marketing and, coupled with SEO, it becomes a separate discipline of search engine marketing (SEM). In simple words, SEA is said to happen when advertisements are placed on search engines like Google, Bing or Yahoo! These ads can be in the form of text or attractive images. These advertisements appear prominently in the SERP (search engine results page).
Search engine advertising will eventually become a part of your marketing or branding strategy if you seek a strong online presence. One of its primary objectives is to boost your click-through rate through clever posting of advertisement space. In addition to this, conversion rate of the website matters here, particularly as it will ultimately determine how high your advertising costs are. SEA (search engine advertising) is used by marketers to influence their customers. It works as a fine tool for gathering more and more customers online. Thus, one of the main objectives of it becomes to increase conversions in the form of sales. Therefore, newsletter subscriptions, PDF downloads, or reviews and, of course, leads can all be manipulated with SEA to result in higher conversions and sales.
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SEO stands for search engine optimization. This is the practice of organically increasing both the quantity and quality of your website traffic and ranking higher in the leading search engines’ results pages.
Quality and relevance of traffic is essential. You can attract more and more visitors from across the world, but they should be interested in what you have to sell. Therefore, it becomes essential for you to be able to attract the most genuine visitors who are willing to subscribe to your offerings at least if they are not willing to make a purchase right away. Quantity of traffic comes next and exactly when you have the right people or your target audience clicking through your pages from your organic search engine results pages (SERPs). This is the time to focus on increasing the amount of traffic. 100% organic results are an outcome of SEO. Today paid ads make up a significant portion of numerous SERPs. Organic traffic on the other hand is all the traffic that one doesn’t have to pay for.
Google is a search engine. Yahoo! is a search engine. Bing is also a search engine. Basically these all are just websites that we visit on a regular basis to look for a product or service, typed or spoken as a question into the search box. The search engine in reply to your query presents you with a long list of links to websites and pages that answer your question. But how is that done in such a short span of time and so accurately?
Let’s take Google for example and explain it in the simplest way possible. Let’s say you typed a query such as “health clubs and spas in (your particular location)”. The search engine will show you a list of links that contain the text “health clubs and spas in (your particular location)” the moment you press enter. Now if you have a look at the organic results, you will notice that their descriptions contain your query itself. A marketer develops relevant content that includes those keywords and phrases and posts the same on his web pages. This enables Google’s crawlers to pick these websites and bring them to you in the SERPs in response to your query. Simple!
Online marketing is diverse and SEM, SEA and SEO are its various tools. Your online marketing strategies rely heavily upon these tools and business websites or emails and much more to reach out to your users. Without the use of either of these you can’t facilitate a business transaction.
But remember, all these three terms and their meanings are constantly evolving. As the times change, their applications will also vary. We will have to be willing to evolve and adapt with them if we want to be successful in this competitive arena that we call online marketing.