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Search engine marketing
A lot of people get confused when it comes to the actual definitions of search engine optimisation and search engine marketing (SEM). SEM deals with paid listings as opposed to organic ones. And you can throw a lot of money down the drain with SEM if you don't get it quite right.
Probably the most widely used way to carry out a search engine marketing campaign is by using Google Adwords. You've probably heard of it. It's a pay-per-click (PPC) service that allows you to bid on your desired keywords. It then displays your site in the sponsored listing section of a search engine results page (SERP), which looks like the one below. How often your ad displays depends on how much you bid. Google then charges you every time somebody clicks through to your site.
That sounds pretty simple. It is and it isn't. It's not actually as simple as it sounds.
You need to make sure that your bidding strategy is spot on or you could end up losing a lot of money here.
But the most important money-saving tip we can offer for search engine marketing is to have really high quality keyword analysis and research carried out before you embark on your campaign. What you don't want to do is pay for loads of clicks that are for absolutely pointless and untargeted keywords.
When carried out properly, you will see results very quickly, which is one of the advantages of search engine marketing over SEO. The problem being that as soon as you take a break in your SEM campaign, your results will drop instantly. Search engine optimisation is by far the best option for longterm results. But SEM is great to use in tandem with SEO, especially in the beginning.
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All elements of SEO are important. But the one you really need to get right is the content. This is what search engine spiders look for and what will convince your readers to keep reading... or buying.
