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Stage 1: 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 course. The definitions that follow are the basics; if you are an expert / advanced Search Marketer, you can skip these terms; otherwise we recommend that you read and understand them.
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.
For instance, if someone wants to find and buy a digital camera, they will go to a search engine such as Google and type “digital camera” in the search box. Google will list, in this case, 103 million results (these are the real figures extracted while creating this course). If you sell digital cameras or offer any related services, your site may be listed among these 103,000,000 results. Here, everything depends on how deep you are. If you are on the first or second page of the search results, it’s more likely that such visibility will bring many visitors and customers from Google. If you are the 300th result, it’s unlikely that anyone at all will come to you from Google.
Together with the power and size of your banner / ad network, your affiliations and partnerships, SE visibility comprises a broader concept – Web visibility (aka online visibility).
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