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What Google Wants – An Overview of SEO and Why it’s Crucial for Your Business
Search engine marketing

What Google Wants – An Overview of SEO and Why it’s Crucial for Your Business

The honest truth on Search Engine Optimisation (SEO) is that SEO is pretty difficult to...

5 ad-extensions for bricks-and-mortar advertising on adWords
Search engine marketing

5 ad-extensions for bricks-and-mortar advertising on adWords

When using AdWords as an advertising platform, ad- extensions are optional add-ons that can be...

Google Penguin Update 4.0 Is Here!
Search engine marketing

Google Penguin Update 4.0 Is Here!

After almost two years of silence, we finally have a new Google Penguin Update! Announced in late...

SEO Tips & Tricks to help Aussie SMEs get more traffic from Google
Search engine marketing

SEO Tips & Tricks to help Aussie SMEs get more traffic from Google

I have been doing SEO (Search Engine Optimisation) for quite a while (since the late 1990's). I've...

What is the difference between google adwords and search engine optimisation (SEO)?
Search engine marketing

What is the difference between google adwords and search engine optimisation (SEO)?

When it comes to online marketing, and Google’s search engine, there are two ways for your website...

Display marketing: what is re-marketing in google adwords?
Search engine marketing

Display marketing: what is re-marketing in google adwords?

Re-marketing allows advertisers on Google AdWords to have their advert reappear to consumers that...

Is SEO fruitless if you don’t have an Adwords campaign running?
Search engine marketing

Is SEO fruitless if you don’t have an Adwords campaign running?

SEO by itself carries a lot of risk, a lack of easily monitored metrics and a general lack of...

Top 10 seo content marketing tips
Search engine marketing

Top 10 seo content marketing tips

Do the following tips and your blog will gain far better rankings in the future! It goes without...

Why SEO is so Important for your Online Business
Search engine marketing

Why SEO is so Important for your Online Business

SEO is the term used for website Search Engine Optimisation. This refers to making your site easily...

5 strategies to think of when looking at mobile devices on google adwords
Search engine marketing

5 strategies to think of when looking at mobile devices on google adwords

In the last few years, the increased reliance that the general population have had on their...

Search engine marketing

Search engine marketing has become an important part of every business's overall marketing strategy. From humble beginnings, search engines have grown in complexity and sophistication to become the most widely used online tool – and with almost 70% of the searches done through their site, Google towers over all options. Ensuring you are easy to find through Google and other search tools is a vital part of attracting traffic and building a healthy business.

What is Search Engine Marketing?

Search Engine Marketing (SEM) is a part of the broader discipline of online marketing, and incorporates both Search Engine Optimisation (SEO) and paid advertising through tools like Google Adwords. A central part of both of these disciplines is keyword research and analysis.

By determining the most appropriate and cost-effective keywords to target, and by using SEO and paid techniques, they raise your search ranking. SEO is used to increase your organic search ranking over time, which puts you in the unpaid results for a given search, whereas paid advertising can immediately put you on the first page of results (typically in sections known to users as paid ads). Because SEO can be a slow process, and because your search ranking relies partly on your website traffic, paid advertising is an essential part of SEM – especially while you are still trying to establish a consistent stream of visitors.

Higher search engine rankings correlate with a higher conversion of impressions – which means that more of the people who see your search listing actually click through to your website.

What are the benefits of search engine marketing?

There are two main benefits to search engine marketing over other marketing techniques:

  • The ability to target people precisely: unlike traditional marketing techniques like press or radio advertising, search engine marketing doesn’t speak to a broad demographic in hopes that a few are potential customers. You can narrow down your focus to people who are making searches directly related to your product or service, allowing you to spend your marketing dollars far more effectively.
  • The ability to set dollar-accurate budgets: with search engine marketing, especially paid techniques, you can set budgets which guarantee either a certain spend in a period or a certain number of clicks in a period. This can be incredibly useful when you are in the early stages and need every marketing dollar to be producing results for you.

What are the drawbacks of search engine marketing?

The only real drawback is that SEM can take time to produce worthwhile results. While you will begin to see traffic immediately with paid techniques, you will find that gaining a valuable position in the organic search listings could take weeks or even months. If you are in a highly competitive niche, this may also require significant financial investment and a well crafted strategy.

To reduce the amount of time required to see good results, it is highly recommended to utilise a professional search engine marketer and to undertake some market research. This will inform an overall online marketing strategy which will continue to generate leads while you build search ranking for your website.