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What Is Search Engine Marketing?

Search Engine Marketing is a fundamental marketing process that is carried out by an SEM / SEO specialist using search engine optimization method and web analytics.

 

The Definition of Search Engine Marketing (SEM)

"Search Engine Marketing" is a type of marketing that is based on the behavior of search engines toward websites. The experts in this field adjust websites' content, design, codes, etc to satisfy search engines as well as web site's visitors.

The method by which search engines treat web sites, algorithm, isn't given to marketers. Search engine marketing experts (SEM specialists) have to discover such behavior.You may say, "This sounds like Coca Cola formula!"

Actually, you're very much right. The only people who are aware of the algorithm of search engines are the ones who work as the experts in those mega-companies.

Now, your next question could be, "who is an SEM / SEO specialist then?" Good question. (S)he is the expert outside these mega-companies who practices and studies the interaction of search engines with changes (s)he makes at a web site or webpage. The body of knowledge accumulated this way contributes to more insight into such algorithms. Eventually, SEM gets more and more known to the other SEM / SEO specialists working at this field.

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There are two types of techniques that can be applied in boosting your web site's business via Search Engine Marketing:

  1. "White Hat": The ethical, legitimate methods to bring about more usefulness to your website visitors without playing tricks on search engines. As a result, both search engines and searchers (your site visitors) like your website.

    Site Booster follows this type too. Read more at SEO Code of Ethics!

  2. "Black Hat": The unethical, illegitimate methods that could bring about high temporary ranking and traffic to your website by playing trick on search engines. As a result, you may enjoy some traffic and ranking boost, but ultimately, those tricks get known by search engines and you get punished by them.

    Punishment could range from going down in search engines to the complete elimination of your website from that search engines' index. Terrible, isn't it?

 

 

What Does Search Engine Marketing Consist of?

It begins with a website assessment of what condition your website is running under. It includes a precise study of the look and the function of your website. In other words, "website usability problems" and "website visibility problems" need to be found.

In short, website usability problems are the problems resulting in the lack of convenient and suitable use of web pages for human visitors. On the other hand, website visibility problems are the ones resulting in search engines being unable to see and index your web pages.

To eliminate these two problems, you need to apply search engine optimization methods.

SEM can mainly be divided into two major categories:

  1. Search Engine Optimization

  2. Web Analytics

The above two complimentary fields help an expert boost web site business. To understand what SEM is, we need to get more familiar with those two fields.

 

1. What Is Search Engine Optimization (SEO)?

 

Search Engine Marketing, Search Engine Optimization & SEO Specialist

"Search Engine Optimization" refers to optimize a website, according to search engines algorithms, to make it easily seen, read, indexed and ranked.

As a matter of fact, Search Engine Optimization is the process of making a website liked by search engines (SE-friendly website). The person who performs this process is called an SEO specialist.

Now, you may ask:

  • Question: What can search engines see at a website?
  • Answer: Text and links, if they have been designed professionally as SE-friendly websites.

 

  • Question: What about high-tech scripts?
  • Answer: Sorry, but search engines haven't reached that level yet to be able to find the content of a website in them.

 

  • Question: What about beautiful graphics?
  • Answer: They could be pleasing to the eyes of visitors, but search engines don't recognize them as the content of your website. You need to get search engines help searchers find your website first. Then, those searchers, now visitors, could just appreciate them.

 

Therefore, two items are mainly important for the search engines: Text & Links. In other words, content is king! People search for information on the Internet. They're not looking for beautiful images. They're not spending time to appreciate the animation or any other sophisticated works you may run on your website.

Search Engine Optimization works based on this understanding of search engines. Of course, the need to add pictures and sometimes scripts cannot be denied. What SEO experts do with them? Actually, they won't reject them entirely. Instead, they may apply changes to them to keep them at your site to send vital messages to search engines while keeping your web pages pleasing to the eyes of your web site visitors.

Search engine optimization can bring about the following changes in your website:

  • Discovering keywords and key phrases for your website,

  • Creating the right meta data (the essential codes of each page) for all your web pages,

  • Creating the essential tags (title, heading, etc) for all your pages,

  • Improving the content (text) of your website,

  • Improving all the pictures of your website,

  • Improving the layout of your website,

  • Improving your web site structure,

  • Improving your navigation route,

  • Refining the internal links of your website,

  • Obtaining quality links from other websites,

  • Submitting your website to major search engines,

  • Submitting your website to major directories,

  • and so on.

 
2. What Is Web Analytics?

 

Web Analytics helps you "Boost Online Sales"

After your website has gone though assessment and optimization stages, it needs to be watched by an SEM /SEO specialist in a different way.

Here, an SEM expert audits your website ranking to see if you've gone up the index or down and why.

On the other hand, performing Web Analytics, you will know that your website is now like a living thing with its interactions with visitors. The following items need to be analyzed at your website:

  • Traffic on the site,

  • Visitors of the site,

  • Systems used,

  • Activities of visitors,

  • Referrers to your site,

  • Demographics of visitors,

  • Navigation Paths,

  • pages viewed,

  • etc.

By doing so, it will become known to SEM expert what the weak points are and where. Then, he/she finds solutions to them and improves the function of the website to help you reach your goals.

 

Search Engine Marketing Consultants

An SEM / SEO specialist is THE right source of consultation for you so that you learn from him/her how to take other marketing steps toward boosting your web site business. For instance, such an expert can tell you:

  • How to write and develop the content for your website,

  • Which search engines are the ones you need to submit your site to,

  • What other types of advertising could be beneficial to you,

  • etc.

 

Written by Rahman Mehraby
Expert in Organic SEO & Website Promotion

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