Search Engine Marketing (SEM) is best known by its most popular discipline: Search Engine Optimisation (SEO). Before a company optimises its web content, though, it must understand its online market space in terms of its products or services, target audience, and competition. When these aspects of web marketing are left unaddressed, a company's content can send the wrong message, or target the wrong audience.
SEM Before SEO
As common sense dictates, the best way to maximise the effect of an SEO campaign is to first embark on an SEM campaign-a task most companies perform with the assistance of an SEM consultant. There are several signs that hiring an SEM consultant is in a business's best interest, the most obvious which concern how it regards its target audience and competition.
When a company considers its online target audience and competition to be the same as its conventional target audience and competition, it is often at a disadvantage. When you sell online, your audience exists outside of the conventional sales territory. Likewise, your competitors are not subject to the constraints of the sales territory.
Not accounting for these factors can result in a poor marketing approach that leads to lacklustre sales, but an SEM consultant can help ensure this does not happen by helping you devise an inbound marketing strategy for ecommerce.
SEM in Action
For most businesses, the fruition of SEM is realised through the discipline of SEO, but it is important to remember that they operate synergistically. The content on your website, social media pages, web videos, etc. is shaped by SEM, and the search engine results position (SERP) of the content is the result of SEO.
Many companies have skilfully optimised content that contains the wrong marketing approach, or an adept marketing approach, but ineffective SEO strategies. The key to business marketing success online is to combine the right marketing strategies with the right SEO strategies. Only then can companies consistently translate increased web traffic into increased sales conversions.
Choosing the Right Strategy for Your Company
In seeking a fast, affordable way to increase their web presence, some companies opt for SEO strategies that cost less and are easier to implement than a sustained SEO campaign. Unfortunately, these strategies, often referred to as "black hat" SEO techniques, only deliver temporary results. Financially, most businesses are wiser to invest in an SEM supported SEO campaign that features the following disciplines, as needed:
- Web development
- Social media development
- Video production
- Sales conversion consulting
- Pay Per Click (PPC)
If your company needs improved inbound marketing online, these disciplines can be the answer. An SEM firm can help identify which strategies work best for your market space.
SEO is an important company strategy for selling goods and services online, but unless SEM analysis precedes it, the potential to increase sales remains unfulfilled. SEM analysis combined with SEO is the key to business marketing success online. To learn more about how the two complement each other, contact a web marketing firm today.