How is our search engine marketing different?

Search engine marketing, or SEM, is easy to do – just not so easy to do well. It’s about enhancing your online visibility in the search engines through the use of direct (often, paid) promotion. Things like Google AdWords, social media marketing and email marketing.

The hard part of search engine marketing is getting people to pay attention. Not just any people, but the people who want to buy your product or service. It’s all too easy to be dismissed as spam (and when that happens, you’ve just lost a potential customer for good). Here’s a hint: doing it properly is about starting with an objective view of the marketplace, and then finding the right audience. And then speaking to them in the right way.

Of course, there are many ways to do it. Social media marketing (SMM) – creating a Facebook page for your business is one. Creating a Twitter account is another. Easy (and free), but how many really get it right? How many times have you felt obliged to ‘like’ a friend’s Facebook page, when it didn’t really represent your own, unique social media image? How many times have you been hit with poorly timed promotional tweets on Twitter, and had to block accounts which are clearly designed only to sell product?

Like the other methods, Google AdSense can be a great search engine marketing tool when used in the right way. It uses information gathered from websites, a user’s geographical location, and other sources to deliver ads which are context-based. In other words, ads that are directed at your audience, not someone else’s.

Doing search engine marketing that works isn’t easy. It’s more than about being computer literate. You also need to know your way around the problems and pitfalls of promoting yourself online. When it’s on the internet, everyone can see it, and when you make a mistake, it stays visible for a long time.

That’s why it’s common practice to outsource your SEM. We apply the same ideas to SEM that we apply other types of SEO – effective, high impact and durable, while not being intrusive, or directed at the wrong audience.

Call us today for a consult. Find out how we can do search engine marketing that works, and is right for your budget.

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