You may have heard the term ‘Search Engine Marketing’, or SEM, especially if you are running your own business. However, you may still be asking yourself “What is SEM”? The search engine is a tool that people use in order to find information on anything, including products and services they may be interested in purchasing. The internet is this massive source of information, and search engines allow users a way to narrow down what they are looking for and be able to find information relevant to what they need. The world of the search engine allows people to type in what they want, and browse relevant information until they are tired of browsing. It’s one of the very few places within the intricate network known as the internet that allows companies to connect with a consumer’s “point of interest” (or what they are looking for).
In today’s world, the search engine has become the first place a consumer goes in order to find what they are looking for. Statistics show that 88% of online shoppers conduct research before they purchase a product, and 65% of those utilize search engines to conduct this research. Rankings are generally viewed by the consumers that use the search engine as validation for the company. It doesn’t matter if it is true or not, it’s the way consumer’s see it; and because of this search engine are extremely important to companies. Many companies do not utilize the massive market provided by the search engines, causing them to lose a lot of potential consumers, and completely unware that they have the ability to influence the way in which their company’s website will be rated on the results pages.
Search engine marketing is conducted under the goal of getting your website to the top of the search engine results pages when consumers search for the type of products or services that you sell. In order to influence the ratings of your website, a combination of different methods is used. The most commonly used are paid advertising, search engine optimization when designing your website, marketing copy that is high quality and by having involvement within the online community. It also is does this through the use of carefully selected keywords.
There are three areas in which search engine optimization tends to put its focus: indexability, relevance and authoritativeness. Indexability refers to how well the crawlers for the search engines can crawl your website and how accurately they can index the content that they find. Relevance refers to targeting keywords that are the most appropriate to the goods or services provided by your company or organization. Authoritativeness refer to the popularity of your website; as well as the amount of visibility of your website. By focusing on these three areas, search engine marketing can help you gain potential customers and aid in the growth of your business.