San Diego Search Engine Marketing - ContactSEM - Search Engine Marketing

Search Marketing has become a buzzword that is now heard all over the place many times a day. Here we provide an exact definition of what it refers to, and how it relates to both Web Search and Web Marketing.

Search Marketing is also known as Search Engine Marketing (SEM), and as such we will refer to is as SEM throughout this page.

Search Marketing is a part of business marketing efforts that is aimed at increasing traffic (the number of visitors) to the website from the search engines. Additionally, it addresses conversion (the percent of visitors who become buyers). The first is achieved by increasing search engine visibility, i.e. the position of your site in search engine results for certain keywords that people type in the search box to obtain these results.


Generally, there are two main methods of carrying out SEM: a) Search Engine Optimization (SEO) b) using pay-per-click and paid inclusion listing models.

google optimization.Organic rankings are results that you get for free. That is, you create Web copy and publish it, then after a certain period of time a search engine robot finds it (either by itself or as a result of your submission). Finally, the robot reads your content and puts your site into its index. Now your site will be found by this search engine when people query for some words contained within your pages. Obtained this way, your positions in the result list are called your "organic search engine rankings".

Paid listings are different: pay a search engine and it guarantees the inclusion of your site in the index. Moreover, many search engines offer advanced pay-for-performance programs, such as showing your site / ad in the search results for keywords of your choice. These are the so-called "sponsored" results. Most commonly, you will have to pay a specified rate for each visitor that comes to your site from this search engine that clicks on these ads.

Mastering both methods and their proper combination can provide maximum search engine visibility. Because things keep changing, search engine marketers need to devote a good deal of time staying on top of the SEO industry and its trends.

The aim of SEM is not only to find a proper balance between organic and paid listings, but also to achieve maximum conversion of visitors into loyal customers. Nowadays SEM relies on the statement that it's not the traffic itself that matters, but how targeted and convertible it is. The way your traffic converts also matters a lot –  even more than your site rank on a search engine. You can rank worse than a competitor and yet the percentage of your visitors that turn into buyers can be high enough to actually outperform a competitor several times over.

The following are the main goals of Search Engine Marketing:






Choose one of the following:









Pay Per Click (PPC) Management

Pay Per Click advertising is the easiest and fastest method of marketing your site, especially if you want to get ranked high and fast. However, it can also be very costly if not handled correctly. This is why we closely monitor your campaign and make constant adjustments so that your marketing investment is used to its fullest potential.


Our Website Optimization Service Includes the Following:



Benefits of a Search Engine Friendly Website Include:



Methods used by Search Marketing

The main methods used for achieving the goals of Search marketing are Search Engine Optimization (for organic listings), Bid Management (for paid listings) and Web Analytics (for both types of listings).

Search Engine Optimization (further referred to as SEO) is about changing the HTML code of your pages and the structure of your site in such a way that when an SE robot reads the site, it can understand that the pages have valuable content related to your keywords, and then rank them high. SEO also tells about ways to increase your link popularity - the number of links from other high-ranked pages to your site. This is important because most search engines consider your link popularity a vital ranking factor.

Bid Management is about controlling bids, i.e. the amount of money you spend maintaining your visibility in the sponsored listings. Usually you try to detect the best converting keywords and keyword groups, in order to increase bids on them; as well as decrease or take off bids on keywords that don't break even. Attention also should be paid to leveraging your paid and organic listings, so to spend less on paid advertising campaigns when you get enough traffic from natural results, and invest in paid advertising when an algorithm changes or strong competitors force you out from the top positions in the organic listings.

Web Analytics (further referred to as WA) is about getting, analyzing and using the information about your visitors, their details, their behavior on your site, the ways they have found your site, the efficiency of referrers and advertising, conversion rates, and, together with all that, eCommerce information.



Classification of Search Engines

The term "search engine" (SE) is often misused to describe both directories and pure search engines. In fact, they are not the same; the difference lies in how result listings are generated.
There are four major search engine types you should know about.

They are:


On-the-page factors considered by Google



Visit our Blog for Tips and Tricks as well as lots of Webinars that can answer your Search Engine Marketing questions.


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