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SEMrush Blog

Everything You Need to Know About Search Engine Marketing (SEM)

SEMrush Blog
Everything You Need to Know About Search Engine Marketing (SEM)

Raise Your Rank!

You knew this would be coming, didn't you? Think about the time and money you’ve spent to bring people to your website. What will they see when they get there? You've convinced them that your site is worth visiting, so they are expecting to find the information they were seeking. Will it be easy to find? And is it there at all? What I’m trying to say is that your website has to be ready for your visitors. It needs to be written, structured, and coded in such a way that the information is clearly laid out and easy to find. This article is going to be all about SEM campaigns, SEM tools, and PPC search engine marketing.

What is Search Engine Marketing?

Search engines, especially Google, have become a boon for tech marketing professionals for some time now. But what is search engine marketing? And how does it fit in the mix? Search engine marketing by definition is to seek to promote websites by increasing their visibility in search engine result pages (SERPs). SEM methods include search engine optimization (SEO), paid placements (contextual advertising, digital asset optimization, and paid inclusions).

A SEM campaign works because people "pre-qualify" themselves when they enter keywords of interest into Google or other popular search engines. Of course, the key here is interest, so with every search, the consumer is actually telling you what they want. How to deliver a targeted ad to that consumer is the work of a SEM campaign and comes under PPC search engine marketing.

Links, Content and Social Media:

Content Optimization:

Once you’ve researched your keywords, you’ll need to optimize your content for those terms. Content optimization is not about stuffing keywords into every available opportunity you get, neither is it meeting a specific formula of “keywords must appear X times per words”. Instead, your primary keyword should be included in your article title and Meta tags. Remember that each represents an individual piece of content that can be optimized for specific phrases and improve your web pages’ conversion goals, which is the main part of the SEM campaign.

User Experience:

User experience is simply a way of encapsulating the question of whether people are able to get to where they want to be when it comes to getting the information they may be searching for on your website. For example, if they’re trying to make a purchase or find specific information, is it easy to locate the menu or complete the task? If the answer is no, it may be hurting your search rankings. To make it easier, certain SEM tools are used in the SEM campaign that makes things easier for the visitors.

Regularly Updated Blog:

This has proven to be an important and effective SEM tool. Since Google’s Freshness Update, there’s a ranking premium for sites that are regularly getting new content posted on them. The easiest way of incorporating this in your SEM campaign is through the addition of a blog. By regularly adding articles that are valuable for your readers, you’ll build your authority and improve your search rankings.

Press Release Distribution:

Using press releases are another way to build links to your site and is widely used in the SEM campaign. This helps build brand recognition for your business. There are two keys for effective press release distribution. The first is to find a newsworthy story to write about, and secondly, to find a relevant hook in the broader news and current affairs landscape.

Tips for PPC Search Engine Marketing:

In order to run a successful SEM campaign, here are some more measures that will have to be taken before you even start placing bids for keywords:

  • The website which is listed in the ads must be of high quality and packed with valuable information. It must also be easy to navigate, well designed, and aesthetically pleasing to look at.
  • Keyword research must be completed to make sure the best keywords are targeted and all keywords and phrases must be tightly related to your business, service or product.
  • Searchers typing in that keyword should find what they want when they click through to your website. Otherwise, you are just wasting your time.
  • Keywords with moderate to high searches but with low competition should be selected. If you get into a battle with very competitive keywords, you will pay a lot more for clicks and will be less likely to make it to the top positions on search engine ranking pages.
  • A clear PPC (pay-per-click) budget should be drawn out and followed closely.

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