The Business End of Search Engine Marketing

Posted on 12. Jan, 2009 by Pete Hollier in Search Marketing

Recently I read a Search Engine Marketing article (Small Businesses Fear SEM) claiming many small to medium sized businesses were not taking advantage of the powerful marketing tools of Search Engine Marketing.

The reason given was a lack of understanding of Search Engine Marketing (SEM). However, the article did state those businesses that did undertake a Search Engine Marketing program found it very beneficial and had a high return on investment.

What is Search Engine Marketing

Search Engine Marketing is the process of marketing your business Web Site with the objective of improving search engine results position and increasing targeted Web Site traffic. The process of SEM includes Organic Search Optimization, Keyword Research and Analysis, Pay Per Click Analysis and Link Building Programs.

The terms Search Engine Optimization and Search Engine Marketing are quite similar in meaning however, SEM is more likely to include some form of paid Search Engine promotion.

Search Engine Marketing Management

Small to Medium businesses do need to miss out on the opportunities Search Engine Marketing and the Internet provide to drive customers to their businesses.Some of the reasons given for not partaking in SEM were:

• Keywords may become too expensive (You don’t pay for Organic SEO keywords)
• Search Engine Marketing is to complex
• SEM is time consuming

There is some truth to these concerns, however Search Engine Marketing Management is a viable solution. A Professional Search Engine Marketing Firm has the expertise to provide businesses with solutions to assist with the complexities of all aspects of Search Marketing and these solutions don’t necessarily have to be expensive.

I believe that there is some sort of urban legend as to the expense of Search Engine Marketing Professionals, I do not believe this to be absolutely true. Sure at the top of end of the scale Search Engine Marketing Professionals working for large multi national companies charge large fees up to $150,00 per contract. However, many competent SEM Firms are likely to be less expensive than a trip to your Lawyer, Accountant, or Dentist.

So the reality is, Search Engine Marketing really is within the financial grasp of the majority of businesses, and that is no wonder, since in the US 99% of businesses are in the SME market place employing less than 99 people per company

What You Should Expect From you SEM

Your Search Engine Marketing Consultant should start the process with a Search Engine Marketing Report. This report should address the following issues:

• A business analysis to discover
  • Business goals of Web Site
  • Current online and offline marketing programs
  • Analysis of current Search Optimization of business and competitor’s web sites

On completion and submission of this report it is imperative your Search Engine Marketing Professionals are available to answer any questions which may arise from the above report.

Once a thorough understanding of the current Business and Web Site situation is achieved, it is then time to develop Search Engine Marketing Campaigns which will enable you to achieve your business goals at a cost which is affordable to your business and achieves a positive ROI.

What Should Your Search Engine Marketing Campaign Cover

Your Search Engine Marketing Campaign will be dependant on numerous issues, but as a guideline the following should have already been completed or will need to be addressed in the Search Marketing Program:

• Web Site Analysis for SEO and Usability issues
• Process to complete identified SEO and Usability issues
• Keyword Research and Analysis – Used for both Organic SEO and PPC initiatives
• Process to integrate identified keywords into HTML, Content and PPC advertising copy
• Develop program to increase inbound links, Blogging, article submission, press releases
• Prepare Pay Per Click strategies as required
• Put in place methodology to measure Search Engine Marketing Campaigns performance

Search Engine Marketing Campaign Conclusions

Search Engine Marketing is necessary to achieve success online, all to often Web Site owners develop a wonderful site and once it is online wait for something to happen. Well sorry, but in this competitive environment the real work begins when the Web Site goes live. To get traffic to your web site takes effort and commitment. Admittedly Search Engine Marketing is complex to those not involved in the industry. It is important for your business to get professional search engine marketing services from a dependable company and build a long term relationship with the company selected. Search Engine Marketing is not an overnight success it takes time and commitment. A company that commits to a solid SEM campaign in the long term will have a solid and competitive online presence.

Get started now beat your competition to the finish line believe me it is imperative to your online business success.

If you would like to use this article on your web site please contact pete@seowizardry.ca for an html version. All I request is you provide Seo Wizardry with a reference to this article and provide a link back to www.seowizardry.ca