Search Engine Marketing (SEM) is part of Internet Marketing that promotes business websites by increasing the website’s visibility to search engines. Search Engine Optimization (SEO) is a form of SEM. SEM also uses the practice of buying paid search advertising with Pay Per Click, contextual advertising (ads placed on the internet based upon demographics and user behavior) and display advertising.
The Big3 (Google, Yahoo and Bing) are the largest providers of SEM. SEM is the fastest growing form of advertising including all traditional advertising. Fewer dollars are going into TV, radio, newspapers, print yellow pages and magazines; while more move into Internet Marketing.
Power of Search
Over 85% of consumers (take a minute to ponder that number, it’s huge) use the search engines to find products, services and information. (Source: Georgia Institute of Technology) This can be great news for the small business looking to expand their marketing efforts onto the internet before their competitors.
Search and especially local search is the second most popular activity on the internet where email is number one. Every small business must have some form of internet marketing to survive the competition.
SEM Advantages
Internet Marketing is the most productive and most cost efficient form of marketing for any small business wanting to grow and gain more customers. SEM is very targeted by it’s very nature and works 24/7, no other marketing effort can do this.
SEM is not interruption based like telemarketing, TV and radio advertising. It is not mass produced for everyone but very targeted to the location, schedule and behavior of your identified potential customer. Consumers find your business when they are searching for your product or service or information. These consumers have already taken the first step towards the sale; your business just needs to be there to greet them, which brings higher conversion rates at less cost.
Is your Business ready?
It is not good enough to just have a presence on the internet, typically with a website. The vast majority of business websites do nothing for the business because there is no integrated marketing plan. They set online with little traffic and no way to bring value.
Internet Marketing is much more then a website. A good SEO enhanced website is the heart, the center focal point of Internet Marketing but it is only one piece. A business using Internet Marketing must develop lead generation, lead nurturing, authority and ways for the potential costumer to take action. SEM can help, it’s another piece to the puzzle.