How to Use SEM to Increase Your Website’s Visibility on Search Engines
The future of successful marketing on the internet is directly hinged on the tactics which you employ in your bid to increase you’re the presence of your website to be on the first page of search engines such as Google, Bing and Yahoo.
So the issue at hand for any forward looking market living in this digital age is to come up with a solid plan that will make sure that his/her business tops the Search Engine Results Pages, SERPs.
This science employs tactics which increase the probability of your website ranking up there and it has evolved into tactics which are designed to achieve this. This article will tackle some of these SEM tactics which if used well will give your business an advantage over your peers.
The standard definition holds that Search Engine Marketing, SEM, is a form of internet marketing that involves the promotion of websites through the increase of their visibility in SERPs primarily through paid advertising.
The main difference between SEM and SEO is that the latter depends on growing traffic and gaining visibility of a website organically, that is, without resorting to the use of paid means.
Now that we have that explanation bagged, we can then proceed to the next step, which is how to use SEM effectively to increase the visibility of your website on the Search Engine Results Pages, SERPs.
Orlando Search Engine Marketing professionals can assist you with this process.
1. Landing Pages
So what exactly is a landing page and what impact does it have on the overall structure of the SEM Campaign.
Well, first things first, the landing page according to the purists the landing page is a standalone website page that is separate from the main page which users would normally land on.
This means that a landing page is a special page crafted by marketers to lead potential visitors to complete an action such as purchasing a good or a service.
Some of the actions that the landing page can prompt a user to undertake include; signing up to receive an eBook or whitepaper, webinar registration, contest entry discount our coupon voucher.
2. Keyword Research
Keywords are the building blocks of search and every search engine in existence uses the input of the search keywords, keyed in by uses to serve the necessary pages which they have requested.
The entire process uses an algorithm which is just a fancy word for a complex statistical equation which ranks the relevance of the search term to the content and serve sup the content accordingly.
So you must research widely to understand which keywords the users use to get to your website and use that as the building block of your SEM campaign.
These keywords will help you in trying to drive conversions to your service or product offering.
3. Account Structure
Structure is very important in order for you to avoid duplication whilst at the same time giving you a deeper understanding of the key components of the campaign that you are executing.
This will also help you to know exactly which campaign you are running and with which ad serving firm.
To be optimal the ad campaigns should be structured hierarchically as follows, from the top down; the ad campaign, ad groups, keywords, ad text and landing pages.
This structure will enable you to navigate the entire SEM process in a more efficient and effective manner.
4. The Ad Auction
To illustrate how the ad auction works we will use Google ad words as an example.
This is quite simply due to the reason that Google adwords are the most popular and far reaching of the internet served ads that there are in the market today.
This is how and ad auction works, the process kicks of every time a person keys in their search query on Google, the advertisers predetermined keywords are placed in an auction in which the advertisers have placed their bids, in effect the amount of money that they are willing to pay per click.
So if the key word that they have bid on is entered on the search box of Google, the adverts are served up alongside the search results.
The key determinant to the maximum bid and the probability of having your advert served on alongside the search engine results is the amount of money you bid and the quality score of your ads.
Where maximum bid is the maximum amount that you are willing to pay to have your advert served and the quality score is metered against the overall quality of your ad, the combination of this two is what is known as the ad rank.
5. Quality Score
Since this metric makes up a cool 50% of what determines where your ad will be placed alongside search engine results, it at all. It is important to get a little bit deeper with this and use it to your advantage.
Effectively, the quality score is a function of the click-through-rate, CTR, relevance of your content to the keyword you are bidding for and the landing page.
A rule of thumb is that the higher your quality score the better you are likely to succeed in having your ads served.
Since the overall performance of your ads on the ad auction is dependent upon the product of your maximum bid and the quality score it is clear that by having a higher quality score you will actually fork out less on the auction in terms of cash and yet have your adverts served alongside search engine results better than for one who has splashed more money but has a lower quality rank.