Search Engine Marketing (SEM) or as it is often called “search marketing” in a broad definition, refers to the process of gaining visibility and/or traffic from a search engine or search engines. It may involve gaining traffic through Search Engine Optimization (SEO) or through paid search efforts.
Your website content and message must be carefully and specifically delivered in a way that it can be found by the search engines. First and foremost, you must have a sufficiently optimized web interface with your content presented in a way to attract the traffic you need and desire. And perhaps most importantly, you must have the expertise to appropriately handle the traffic and/or visibility you receive.
The focus of Search Engine Optimization (SEO) should be based on real website content and good web-building practices.
SEM should definitely be included in your overall marketing budget. Depending upon you particular situation, search marketing may represent the bulk of your marketing budget. If you spend all of your ad dollars targeting the consumer utilizing traditional media methods, chances are you’ll waste most of them. If you focus and appropriately budget for SEM, your message will be found by those searching for relative content. This is actually the most efficient means of marketing, yet.
Beware of anyone who claims they can guarantee you page one placement with the search engines!
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