Search engine marketing, or SEM, refers to several ways of marketing online, including pay-per-click advertising (PPC), search engine optimization (SEO), and search engine marketing (SEM). Though these three strategies often go hand in hand, they are independent of one another. If you want to learn more about each of these three strategies and how they work together, read on!
Digital Marketing
Defined Digital marketing is a combination of paid media and earned media that marketers use to drive awareness and direct traffic to their product or service. A majority of digital marketing tactics are measurable, making it a popular strategy for businesses looking to grow. Paid marketing methods include search engine marketing (SEM), social media optimization (SMO), search engine optimization (SEO), content marketing, influencer marketing, display advertising, email marketing and retargeting. In contrast, earned media includes guest blogging on relevant websites and leveraging publicity through social proof such as reviews from users who have tried your product or service. Another way marketers leverage SEO is by creating content around valuable SEO keywords.
Search Engine Marketing
A Digital Marketing Strategy Search engine marketing, or SEM, is part of a digital marketing strategy. How do you differentiate between SEM and digital marketing? It all depends on who you ask. If you ask someone at Google, they’ll tell you that SEM refers to paid advertisements (including search ads) and content strategies designed to attract more traffic from search engines.
Organic Traffic
The first type of search engine marketing is organic traffic, which refers to free, natural, or organic clicks from a search engine. Traffic comes through websites that show up organically (or naturally) in a search engine results page. Organic traffic refers to any click on a listing that doesn't come through paid advertising or promotional activity. (See also: organic.) You can attract more visitors to your website by improving your page rankings for certain keywords and phrases. If you're interested in learning more about organic traffic, check out our post on seo basics 101 : Writing great content helps you rank higher with search engines so people who are looking for something will be directed toward your site.
Landing Pages
Google Analytics is a free service that helps you measure how visitors engage with your website. By placing code snippets on your site, Google will be able to track and provide data about what pages are being viewed, which pages convert and where traffic comes from. Knowing all of these things is important because they allow you to identify marketing channels, focus your efforts on them and determine whether or not they’re working. Keyword research: SEO isn’t just about rankings—it’s also about making sure you’re using keywords that your target audience is using to search for products or services like yours. Keyword research helps you discover what terms might work best so you can incorporate them into content pieces or find new ones that people might use while searching online.
Analytics
Google Analytics is by far one of my favorite tools. I use it to monitor and understand what users are doing on my site so that I can optimize it to provide them with a better experience. Specifically, I like to track how often people are returning, where they're coming from (Google search, Facebook ad etc.), and which pages they're using most frequently. Analytics also helps me understand what types of content users prefer so that I can improve my site for them. For example, if it turns out that visitors like recipes but don't use many of them, then there may be room for improvement when creating a new recipe or including more photographs. The possibilities are endless!
Paid Advertising
The most basic form of search engine marketing is paid advertising, which gives companies visibility among searchers at a specific cost. These costs can be per click or per impression and usually include a keyword bidding system that drives up prices based on how much competition there is for your desired keywords. For example, if you want to bid on shoes terms that have tons of competition will run you $40 per click while more generic terms like dress shoes can be as cheap as $5. When deciding which keywords are right for your business, keep an eye out for those with both high traffic and low competition; you’ll get bang for your buck (and avoid wasting precious budget dollars). Another advantage of PPC ads: increased website engagement from targeted audiences.
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