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Search Engine Marketing 101

Search Engine Marketing 101

Website design and SEO are crucial foundations of any website, but they are only the starting point. If you want your website to consistently attract high volumes of traffic then you need to invest in Search Engine Marketing.

Search Engine Marketing or SEM is a fundamental part of website promotion. It combines Search Engine Optimisation (SEO) along with other aspects of search engine functionality, such as paid advertising, to increase traffic to a website.

The vast majority of web users only ever look at the first page of search engine results, so ensuring you are on that page is vital for the visibility of your website and the awareness of your business.

Through SEM tools you can pay to have your site appear at or near the top of particular search results, thus ensuring you keep up with your competitors, who will most definitely be implementing SEM techniques themselves.

Search engines such as Google and BING offer ways for individuals or businesses to purchase ads, which typically appear above or to the right of the content on search result pages. In the back-end of this process, advertisers bid on certain keywords in an auction. Typically, the higher the fee, the higher an ad will appear on the page, depending on how much competition there is for that particular page and set of keywords.

From here the ad is clicked on, which leads the searcher to your website. Ideally you want the ad to lead to a page where you can convert the user into a customer – such as a product page or lead generation form.

While there is a cost involved when using SEM tools, when compared to more traditional forms of advertising SEM is very cost-effective as you pay on a ‘per-click’ basis and can ensure your website ranks highly only when specific terms are searched for.

Perhaps the most appealing aspect of SEM tools is the fantastic ability for tracking. You can see the user journey from click right through to purchase. You can see which ads perform better than others, then optimise your advertising spend by cutting poor performing ads and upping the spend on the ones that deliver. There is no better marketing channel to accurately track advertising performance and your return on investment.

At Scope Media we can get your website in front of your customers. If you would like to know more about how we can assist you, drop us a line – we’re here to help.

Celia Crosbie
Written by Celia Crosbie
Celia is an award-winning former journalist who has worked for newspapers and radio stations in New Zealand and magazines in the United Kingdom. She has worked in public relations in both NZ and London. Celia also specialises in digital media strategy and website copywriting for SEO.