Leveraging SEO to Support Your SEM Customers
Let’s get this straight first -SEO and SEM are not interchangeable expressions. Search Engine Optimization is a technique for increasing the traffic of a website by making it appear in natural or organic search engines. It identifies the relevant content (we call it keywords) and helps the search engine in indexing the websites.
SEM (Search Engine Marketing) is a holistic approach to marketing your website. It includes SEO, Pay-Per-Click (PPC) Advertising, traditional ads, paid inclusion, social bookmarking, article distribution, reciprocal linking, video blogging, participation in forums etc. for increasing number of visitors to the website.
With the advance of internet technologies and internet marketing, SEM has come a long way in making a website visible on a search engine. Be it Google or Yahoo, you can rely on Adwords (or Sponsored Search account in the case of Yahoo!) for directing traffic to your homepageby bidding on specific phrases or keywords. This is an easy and controllable method if you do not mind shelling out few more bucks for internet marketing.
But what if even after spending so much for internet visibility and top ranking on search engine, there is still hardly any guarantee that you can convert all your visitors into potential customers and in turn actual buyers. In other words, the readers or your potential customer might find you on the web, but there’s nothing stopping them from clicking on the back button and hopping to a different website, if they do not find what they seek from your site. This is where SEO comes in to picture.
All of us have certain misconception about our own site. We all think our website is the most relevant and information goldmine for the reader. Unfortunately, this is far from true. There might be scores of other website which has much better content and visual value. For instance, if I have a business that offers SEO service, and I made my site visible on Google search engine through paid inclusion, will all the visitors to my website be my potential customers? The answer is negative. If the internet user has typed in the words “Search Engine Optimization” in the search engine and is looking for just research material on SEO instead of hiring SEO services, then my website might not prove to be of much use to him. Hence, my efforts in buying search ranking will be futile if I don’t find relevant visitors. Here, relevance holds the key for the success of any SEM project.
For instance, if you have a toy shop but you do not find relevant customers for your wares, what is the purpose? It is like you have your store in a big shopping mall but you have conveniently forgotten to give directions or include your shop in the main site map. In that case, you are bound to lose a great deal of customers. Similarly, you have your SEM program in place but if it is not optimized with a variety of SEO techniques such as internal links, metatags, and keywords, then it is futile. The more your advertising means become focused, specific, and targeted, the better is the “conversion rate”. Let us say, you are all set to market a shampoo brand like “Hair elegance super-rich “ shampoo, the keywords, “Hair elegance super-rich” will fetch you better results than just the plain”shampoo”.
SEO proves to be effective when it works closely with SEM facets like traffic analytics. SEM solutions undertake online marketing tasks through search engines, such as Google, Live and MSN. SEO technical expertise should complement search engine marketing strategies. Specialized writing and design techniquesensure that the search engines are able to quickly crawl, categorize, and then rank your website.Improving your SEO facilitates your website is naturally picked up by the search engines and ranked effectively.
We can enhance our SEM campaign through a wide variety of ways.
- Submitting to link directories
- Keyword analysis
- Social bookmarking
- Article distribution
- Reciprocal linking
- Video blogging
- Participation in forums
Therefore, any website has to be prepared for visitors, as it takes only a few seconds for the visitors to decide whether they like your website or not. It has to be created in such a way that leaves no room for the visitors to forget it. This is not possible if the basic principles of SEO are ignored as no SEM project can be fully effective without SEO playing its vital role.