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3 Ways Of Using SEM In A Result-oriented Manner

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Search Engine Marketing (SEM) is nowadays commonly known as Search Marketing and is used as the umbrella term over SEO (Search Engine Optimization) and SEM (Search Engine Marketing). It is a process by which websites get higher visibility on search engines and are ranked higher. There are two ways by which search engine marketing is done:

  • Optimization – Majorly known as Search Engine Optimization, it is the process of getting your website ranked higher on the search engines through organic (Non Paid) search. It is a slow and effective process which gradually builds up the base for a strong online presence.
  • Advertisements – Broadly known as Search Engine Marketing (SEM), it is the process by which the websites are ranked in the special dedicated sections of the search results. It is a form of paid advertising which is also known as Pay-per-click (PPC) advertisements. The websites need to pay some amount to the Google or other search engines so that they are placed on top of the search results on certain keywords.

The success of SEM depends on how the companies design their campaigns, how narrowly they are able to define their target audience as well as how deeply the company has worked over the marketing mix. There are certain ways by which one can use Search engine marketing (SEM) in an effective manner:

Be Spot On With the Keywords

Keywords are those specific terms which the customers type on different search engines to look for something. Since SEM is a paid form of advertising, one needs to be careful while choosing keywords that are relevant as well as budget friendly. There should not be a very long list of keywords to target as it may prove quite an expensive task. Also there should be long tailed (at least 5-7 characters) keywords as they tend to be more relevant and are quite narrowed down. It does help in reaching the target audience more effectively and that reflects in the number of conversions or leads or sales volume depending on what the objective of the campaign or the advertisement is.

Google Ad words is an important web tool that assists in the execution of SEM campaigns. It helps the users to find keywords with the highest traffic, bidding price of the keywords, source of traffic etc. The results can be very surprising if this tool is used in tandem with PPC campaigns. The simultaneous execution of both the tools help companies to identify the keywords with maximum returns and thus it helps cutting short the long list of keywords. Eventually it helps the company or the website  in being more specific and relevant with what keywords to target.

Landing Page Optimization

Landing pages are those pages where the customers land after clicking on the advertisements by the search engines. Landing pages should be specifically customized to what the website is advertising for. It is a part of a process in internet marketing known as conversion optimization or conversion rate optimization. The main purpose of landing page optimization is to overall improve on the number of people visiting the website. LPO provides the outlook or say appealing content to the advertisements so that the customers get attracted to that particular ad. There are various types of landing page optimization techniques depending on the type of targeting:

  • Associative content targeting
  • Predictive content targeting
  • Consumer directed targeting

Landing pages must also be responsively designed in order to fetch a higher conversion rate. The responsive design means the landing should be able to adjust to the device that the user is viewing it on. They must also be designed keeping in mind the business objectives of the campaign which could be anything from higher lead generation, more number of impressions, sales etc. There are various types of landing pages that can be designed depending on the objective of the campaign:

  • Click Through

It is one of the most basic type of landing page which tells the user about the general details of a product. It also has a button or link which redirects the user to the page from where the user can purchase that particular product.

  • Lead Capture

This is a type of landing page where there is no way for the user to exit from the page. Such pages want the users to fill the form or details required on the landing page to proceed. The database generated from such landing pages can be used to send newsletters, promotional offers and other necessary details to be conveyed to the potential customers.

  • Homepage

There are times when websites link their advertisements to the homepage of the website. It is usually not preferred as it gives an impression of the company being unspecific about the objective of the advertisement. One generally needs to be very specific while designing a landing page as it effects the overall conversion rate.

  • Viral

Viral landing pages are generally used to create hype among the masses about a particular offering. Such pages are full of selective quality content. These pages have dedicated social media buttons embedded in them so that it becomes easier for people to share the content.

Generating Sitemap

As the name suggests, a sitemap is basically a map of your website. It shows the structure of the website, how different pages and its sections are linked to each other etc. It offers better visibility on search engines by indexing the pages of the website. Indexing is one of the major functions of sitemap which also plays a vital role in search marketing. The main advantage it has in search marketing is that an updated sitemap makes navigating  through the website and indexing easier. As far as SEM is considered, there is a special type of sitemap called XML sitemap which Google uses in place of the conventional sitemap.

Websites generally assume designing of sitemaps a secondary task but it is important for both the old as well as new websites. Not just generating a sitemap but the companies also need to notify Google or other search engines about the same so that it can be added to their sitemap account. Sitemaps also help in classifying the content on the website so that makes the information more relevant to particular keywords. Overall sitemaps are an important part of SEM to generate effective results.

All the above points do add to the effectiveness of the campaigns and help the websites in establishing a distinguished online presence.


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  • There is 1 comment

    • 4 years ago

      Aparna   /   Reply

      Good Writeup !!! The basic of Search engine marketing is to maximise the visibility of the website and its content during the search activities by readers. Choosing appropriate keyword, proper sitemap and optimised landing page will definitely help to reap the benefits of SEM.

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