With an abundance of opportunity comes a big wall of competition. That is exactly what the internet represents – a platform for amazing opportunities that get a little more over-crowded every minute of the day. At this point in the game, there can be no doubt that the competition is hungry, and they will continue to multiply. Effective strategies have to be utilized in order to reach the right target audience, and in this case, the strategy involves search engine marketing. In terms of standing out, this is one of the best ways to get attention.
Search engines are the “powerhouses” of the internet. They hold the keys to the golden gate of organic traffic, which is putting it mildly. And it is based on their major influence that website owners typically try to pay attention to what they are doing.
Through search engine marketing, the website owner taps into the influence that a search engine has. Through a bidding system that consists of keywords (priced and ranked according to popularity), the website owner can display search relevant ads.
To break this scenario down into a little more detail, if a website owner bids on specific keywords, they want those keywords to trigger their ads. Ultimately, when a user goes online and types in a search term that included the keyword, the ad will get displayed among the top ranking pages. So, instead of using articles or an optimized site to reach the front page of a search term, the website owner pays for every click they get via the search engine.
This is also referred to as PPC (Pay-Per-Click) advertising. Depending on the bid amount of the keyword, the price for every click is going to be different.
The internet gains more and more websites on a daily basis, making it increasingly difficult to reach higher rankings by simply using SEO (search engine optimization). And while the latter can be very effective, it takes time. Marketing through a search engine, on the other hand, brings around much quicker results.
But why should it be “mastered” if search engines do most of the advertising work? The mastering part speaks more to the keywords and strategy that has to be used. Keeping in mind that several other website owners are bidding on the same keywords, it is crucial to be very specific about them. In other words, a lot of research has to go into choosing them before any type of bidding starts. Otherwise, not even the all-powerful search engines will be able to create visibility for the site.
Even though SEM and SEO are based on the same principle of using the right keywords in the right place, they are not connected. One can function without the other to put it more bluntly. Of course, it is up to the website owner whether they want to invest in both, but in the end, there is a big difference between the two.
For website owners who want a spot on the front page of search engines without the frustration of SEO, SEM is definitely something to consider and master.