You have probably heard the term "Search Engine Marketing" before. Or perhaps you've heard terms such as "eMarketing", "Search Engine Optimization", "Internet Marketing" or "Search Engine Promotion". In truth, all of these terms are used to define a basic process: that of trying to generate more website exposure. Why? Because whatever the scope and premise of one's business, the main goal, generally, is to maximize product sales; an increase in sales is difficult to achieve without an increase in exposure. If people don't know about a product, they won't be able to buy it.
That being said, Search Engine Marketing (SEM) isn't about any one thing - it is the process of tying together a vast assortment of uniquely different attributes to gain a competitive advantage. To that end, the role of a Search Engine Marketer is constantly changing to adapt to the changes in the industry. This, in addition to the fact that search engines such as Google are continually updating the methods by which they rank websites, makes clear the need to avoid "quick" solutions when implementing eMarketing strategies. SEM is not magic; achieving overnight success is not realistic or plausible. Only by sustained and targeted effort can it yield tangible results.
Return on Investment (ROI)
The bottom line with regard to a successful Search Engine Marketing campaign is its return on investment (ROI). Clients who don't feel as though they are receiving a decent ROI will not remain clients for long. But which elements of an SEM campaign allow for the highest ROI? This is not a cut-and-dry question, for each campaign is different and certain elements of the campaign will vary based upon the site in question, its core audience, the product(s) it sells, and so forth.
Of course, successful ROI is dependent upon Search Engine stalwarts such as keywords, search engine rankings, and page visits. But a truly successful SEM campaign must strive to include market appeal and entice visitors to take the next step, help develop "brand trust", and ultimately appreciate the differences between cost for services rendered, and net return on those costs for services rendered.
The Two "Biggies": Link Development and Content Development
"Brand trust" development notwithstanding, there are two tangible elements of an SEM campaign that are vital to its success and therefore worth defining in closer detail. These key elements are Link Development and Content Development.
 Link Development
The link anchor is by far the single most important benefit in developing ranked results for a very simple reason -- it is the bridge of "content" from one page to another page.
Defined precisely, link text (or a link in the form of an image) is content that extends discussion of a topic from one page to another page. External links are important because they broaden a site's "reach" and increase that site's circle of influence. This in turn has a profound impact on marketing reach. It all goes back to the basic theory that if people can't find a site, they can't use its services. Increasing a site's external links increases its ability to be "found".
Why are external links important to search engine ranked results?
External links are a credential of worthiness. Search engine "spiders" (the programs that search engines use to find and rank various sites) rate link diversification highly; it serves as reassurance that the site is legitimate. Common sense is needed here, though - links should exist where it makes sense for them to exist, such as on industry or market-related websites.
Content Development
Key topics within the subject of content development fall include Usability, Research and Copywriting. These topics are explained in more detail below.
Usability
The importance of having a website that is usable (that is, can be navigated easily and efficiently) should never be overestimated. More often than not, People become lost within a web site's structure. In fact, 58% of users will make two or more navigational errors while searching for information on any given site. 66.8% of users have stated that one of the greatest challenges that they face when using the Web is that they are "unable to find the information that they are looking for". These statistics highlight the fact that getting one's website listed in search engine rankings is not enough; these rankings must be converted to successful visits and, ultimately, to sales. To that end, a "useful" website is more effective than a "pretty" website; "design for design's sake" is contrary to the fundamentals of SEM.
Research
Ongoing research into a website's industry and markets is a must to gain a competitive advantage. This is less about "keyword research" and more about establishing opportunities. For example, scanning news headlines based upon website keywords provides an up-to-date snapshot of recent industry and market trends, as well as available content for development into press releases and other supplementary content.
Copywriting
Even if a website ranks high in search engine results, if, upon arrival at a website, the user is not able to find what he or she is looking for, then the high ranking will have been in vain.
There are some key points to remember while writing for the Web:
- Use of "Headlines" - topical orientation verses cleverly written
- Succinct writings
- One key idea per paragraph
- One primary topic or theme per page
- Writing in an objective style instead of a promotional style, and
- Writing as "Market Focus" versus "Company Focus"
Another important aspect of copywriting is frequency of content addition. Dynamic websites are more attractive both to customers and to search engine spiders.
Conclusion
This guide is by no means a comprehensive list of all that is important within Search Engine Marketing. Rather, it serves to give an overview of certain important aspects of the process. Every website is different and as such will have varying specifications. But by keeping in mind the "biggies" and remembering the importance of building trust in one's brand, Search Engine Marketers can bring out the best in the websites they represent.
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