Search Engine Marketing

Search Engine Marketing (SEM) aids businesses to gain market online by purchasing Ads on search engines like Google, Yahoo or Bing. The SEM practices revolve around the promotion of websites in SERPs to optimize brand presence and conversions.

A. What is Search Engine Marketing | Definition

According to search engine land, "Search marketing is the process of gaining traffic and visibility from search engines through both paid and unpaid efforts." SEM encompasses SEO and Paid Advertising in which SEO (Search Engine Optimization) is the practice of earning traffic through unpaid or free listings while Paid Advertising is buying traffic through paid search listings.
Paid search ads help marketers get more web traffic via desktop or mobile web search.

To understand what is Search Engine Marketing, it is important to understand both paid and unpaid means of Search Marketing. SEM is one of the best ways to use competitive cost per acquisition techniques to draw in new customers, improve ranking in SERPs (Search Engine Results Page), boost Search Engine presence, and optimize other marketing campaigns.

The primary aid of Search Engines is to deliver exactly what a searcher is looking for, and SEM assists businesses to influence Search Engines to display their Ads to searchers.
To understand what is Search Engine Marketing, it is important to understand both paid and unpaid means of Search Marketing.

• Understanding the target audience
• Setting specific goals for the Ad campaign
• Selecting the right keywords to target
• Arranging those keywords into focused campaigns and ad groups
• Creating compelling advertisements

B. Know The Synonyms & Acronyms Related To SEM

Below given is the list of some of the synonyms and acronyms that most of the ‘What is Search Engine Marketing Guides’ use to demonstrate SEM -

• Paid search ads
• Paid search advertising
• PPC (pay-per-click)
• PPC (pay-per-call)
• CPC (cost-per-click)
• CPM (cost-per-thousand impressions)

C. Learn How To Get Organic & Inorganic Traffic Via Unpaid SEM

The unpaid SEM i.e. SEO can also be further divided into two separate categories-

1. Organic SEO
2. Inorganic SEO

1. How To Get Organic Results

To get organic results by SEO, it is important to learn SEO so you can create SEO compatible website that helps you build long-lasting trust in your business.

2. How To Get Inorganic Results

While organic results may take time, inorganic results are known for highlighting immediate results. However, In-organic SEO is also sometimes considered as Paid SEM or PPC.

Below given are some of the notable tips for inorganic SEO−

• You need to mine keywords properly and then you should group them into relevant themes
• You should bid higher on most searched keywords

D. Learn How To Earn Traffic Via Paid SEM i.e. PPC

PPC or Paid Search Engine Marketing assist you to implement an Online Advertising System that drives online traffic to your websites and for that, you need to pay a certain price to the publisher when your PPC ad is clicked.

E. Know Steps Involved In Search Engine Marketing

 

Knowing the steps involved in Paid Search Engine Marketing is last but one of the most important points of any ‘What is Search Engine Marketing Guide’. To run an SEM campaign, below given seven steps play an important role, so let us dig into those -

(i) Define An Effective Search Marketing Strategy

• You should define your target audience and identify their needs and motivations
• You should also know how your particular product or service could be best to serve their needs

(ii) Select Right Keywords For Your SEM Campaign

• Next step according to ‘What is Search Engine Marketing Guide’ is to select the relevant keyword phrases, plus, you should also go for the keywords that your target audiences frequently search for
• You should conduct brainstorm sessions to know the popular terms that your audiences use while searching for the kind of product and services that you offer
• You can also use keyword research tools for compiling a list of highly searched keyword terms

(iii) Optimize The Content Of Your Website

The important suggestions that "what is search engine marketing guides" give about site optimization is every marketer needs to understand that search engines look for the underlying code of sites while visiting your website

(iv) Submit Your Site For Indexing

(v) Add Quality Links To Your Website

• According to ‘what is search engine marketing guides’, this one is one of the most important steps and marketers have to build links to their site from valued links of other sites that your targeted visitors frequently visit
• It is also important here to create site content that is link-worthy, and for this, you need to create engaging and informative content on your site
• You should also try to get links from business partners, trade associations, vendors and customers
• Distributing press releases and articles online is also one of the important Search Engine Marketing strategies suggested by ‘what is search engine marketing guides’

SEO, Types and Techniques

SEO stands for “search engine optimization.” It’s the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as "organic") search engine results.

A. Search Engine Optimization

SEO is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines. SEO is a methodology of strategies, techniques and tactics used to increase the number of visitors to a website by obtaining a high-ranking placement in the search results page of a SERP - including Google, Bing, Yahoo, and other search engines.

To understand SEO Marketing more comprehensively, you need to delve into two categories of SEO. 
They are On-Site SEO & Off-Site SEO. Let us understand both of these separately -

1. On-Site or On-Page SEO Marketing :

Refers to the activities that are carried out on the page that is to be published.

On-page SEO is the practice of optimizing individual web pages to rank higher and earn more relevant traffic in search engines. On-page refers to both the content and HTML source code of a page that can be optimized

 

The On-page SEO activities primarily Include infusing keywords in the right quantity, inserting internal links, meta tags, Meta description, building a customized URL structure, inserting the alt attributes, taking care of the image SEO and most importantly providing the users with quality content. Different on-site SEO elements are -

• Backlinking
• Title Tag
• Meta Description
• Wordpress Use
• Internal Linking
• Header Tags
• Inbound and Outbound links
• Image Names
• ALT Tags
• URL Structure

2. Off-Site or Off-Page SEO Marketing (Link Building):

Off-page SEO involves external optimization practices that happen away from your site rather than on it. The main technique used for off-page SEO is backlink building since quality backlinks to your site from external sites tell search engines that your site is valuable and high-quality, and this builds authority.

Some of the most popular off-site SEO practices are-

• Integration of SEO & Social Media
• Mobile Site Optimization
• Mobile App Streaming
• Social Community Group
• Blog Posts
• Forum Posting
• Social Bookmarking
• Social Media Engagement
• Exchange of Links
• Link Baiting
• Cross-Linking
• Photo Sharing
• Video Promotions
• Local Listings and Yellow Pages
• Press Release Promotion
• Classified Submission
• Business Listing
• Q & A
• Document Sharing
• CSS, W3C, & RSS Directories Submission
• Widget or Gadget Development
• PPC Ad Campaign
• Localizing Pricing and other Information
• Combining through Reports and Accessing ROI
• Compiling reviews from Multiple Sources

B. Factors that play a key role in Search Engine Optimization Marketing 

The ranking in the search engines depends on so many factors, but fortunately working on only a few of them can ensure a better ranking for you. So, let us go through those factors and understand how they can help you in ensuring a better online presence -

(i) Domain Authority : 

Domain Authority is a metric that was created by Moz (SaaS company), to rate a website on a scale of 1-100, (100 being the best and 1 being the worst). So, the higher the domain authority of a website, the higher it's ranking in search engines.

(ii) Keywords :

Keywords comprise another important factor for SEO Marketing. The right keywords can be brainstormed or even found out by the use of keyword tools such as Google's keyword planner. Keywords range from having low to high competition, based upon your keyword strategy you can use either low, medium or high competition keywords or a mixture of two.

(iii) Relevancy :

It will serve you well if you stick to high-quality original content rather than a copied one because search engines can also figure that out.

(iv) Links :

When you have relevant links on your website you can expect to get higher points on SEO. Between inbound and outbound links, the inbound links are more favored by search engines.

(v) URL Structure :

When it comes to URL structure, search engines favor the URLs, which are uncomplicated and easy to understand. Additionally, the URL needs to be descriptive as well as to the point.

(vi)  Length of the Content :

The length of the content is another important factor that influences SEO. It has been found that when website articles or blogs are of greater length they rank higher. This means when you go for writing a blog post you should go for writing in detail on the subject.

Why is SEO important?

SEO is important because it’s specifically aimed at helping do just this; improve the online presence, traffic & ultimately goals for a website. In today’s competitive market, SEO marketing is more important than ever. Search engine optimization is important because:

• SEO is not only about search engines but good SEO practices improve the user experience and usability of a web site.
• Web sites with more than one author can benefit from SEO directly and indirectly. Their direct benefit is an increase in search engine traffic and their indirect benefit is having a common framework (checklists) to use before publishing content on the site.

While paid advertising, social media, and other online platforms can generate traffic to websites, the majority of online traffic is driven by search engines.

Organic search results cover more digital real estate, appear more credible to savvy searchers, and receive way more clicks than paid advertisements. SEO is also one of the only online marketing channels that, when set up correctly, can continue to pay dividends over time. If you provide a solid piece of content that deserves to rank for the right keywords, your traffic can snowball over time, whereas advertising needs continuous funding to send traffic to your site.

Search engines are getting smarter, but they still need our help.

Optimizing your site will help deliver better information to search engines so that your content can be properly indexed and displayed within search results.

Why is off-page SEO important?

In general, when a user types a search query, search engine algorithms look into their index and try to find the best pages that can satisfy the intent of the user.

Business | Meaning, Concept

Meaning of Business - The word "business" means the steady making and distribution of goods and services with the aim of earning profits under uncertain market conditions. But, it is a cost-effective activity, which is related to continuous and regular production and distribution of goods and services for satisfying human wants. 

A. Business | Meaning, Concept

A business is also known as an enterprise or firm is an organization that is involved in the trade of goods, services, or both to consumers. A business may also be not-for-profit or state-owned. The term "business" has at least 3 usages, depending on the scope, which is as follows:

1. The singular usage to mean a particular organization.
2. The popularized usage to refer to a particular market sector.
3. The broadest meaning, which encompasses all activity, is suppliers of goods and services.

Stephenson defines business as. "The efficient making or purchase and sale of goods undertaken with an objective of earning profit and acquiring wealth through the satisfaction of human wants. But, the word "business" means the steady making and distribution of goods and services with the aim of earning profits under uncertain market conditions.

B. Features/characteristics of Business -

(i) Continuous process - In order to be called a business, the activities must be continuous.
(ii) Gain motive -  The gain is a reward for the services of a businessman.
(iii) Risks and Uncertainties - Business is subject to risks and uncertainties. Some risks such as loss due to fire and theft can be insured.
(iv) Reciprocate of goods and services - All business activities are directly or indirectly concerned with the exchange of goods and services for money or money's worth.
(v) Dealing in numerous transactions
(vi) Possession of managerial skills for economic success
(vii) Buyer and Seller
(viii) Connected with production
(ix) Dealing with goods and services
(x) Marketing and distribution of goods
(xi) Motivator satisfy human wants
(xii) Managing human resources
(xiii) Social obligations

C. Business trade and commerce -

Business is divided into the following two categories are as follows:

1. Industry
2. Commerce

Industry: The word "Industry" has been derived from the Latin word "Industria" which means "delight activity directed to some purpose". The industry is a branch of commercial enterprise, which is concerned with the output of a specified product or service. The industries can be several types namely - Primary, Genetic, Extractive, Manufacturing and service industries, etc.
Commerce: It is again subdivided into trade and aids to trade. They are all closely related to each other. They are inseparable. They are all parts of the whole business system. It is concerned with the sale, transfer or exchange of goods and services. It includes all those activities that are involved in buying, selling, transporting, banking, warehousing of goods and services.
Trade: It includes sale transfer or exchange of goods. It does not include other functions of commerce like transportation, insurance, banking, and warehousing. There would be little need for commerce without trade. Similarly, trade without aids to trade is meaningless.

Business | Meaning, Concept & Nature