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Search engine marketing

What is search engine marketing? Is it the same as search engine optimization?

Many people confuse the terms "search engine marketing" and "search engine optimization." Search engine optimization is a part of search engine marketing.

Even though they are intricately related, search engine marketing encompasses four different skills:

Search engine optimization
Directory submission and link development
Managing pay-for-placement search engine campaigns
Managing trusted feed and other paid inclusion programs

Search engine optimization

Search engine optimization is designing, writing, and coding (in HTML) your entire web site so that there is a good chance that your web pages will appear at the top of search engine queries for your selected keywords and key phrases.

At the core of optimization is keyword research. In order to obtain search engine visibility, you must use words and phrases that your target audience is typing into search queries. These keyword phrases must appear frequently and prominently on your web pages.

The results of keyword research can also be used for planning pay-per-click search engine campaigns.

Optimization also involves allowing search engines easy access to your keyword-rich content. That can be done by creating a search-engine friendly web site, which is often the least expensive option. Or sites can give access to content by participating in paid inclusion programs.

Directory submission and link development

Since popularity has become increasingly important for obtaining and maintaining search engine visibility, being listed well in directories (also known as human-based search engines) and industry-related sites is essential. In fact, I often begin all search engine marketing campaigns with the directories. It's one of the quickest ways to give your site credibility.

Some directories charge submission fees. However, paying these submission fees does not guarantee that your site will be listed in a directory. Rather, it guarantees that a directory editor will review your web site within a specified period of time.

The benefit? Speed. If you can get your site listed in a directory quickly, then I highly recommend it.

Yahoo's business directory and Business.com offer a straightforward paid submission program.

Submission to the Open Directory is still free.

LookSmart is a little different. They offer a pay-per-click program in their directory. Every time a user clicks on a link to your site, you pay 15 cents per click. But make no mistake - LookSmart is a directory. To submit, you still must select a category and write a clear, concise description.

It is very difficult to modify a directory listing after initial submission. So do it right the first time. Part 4 of Search Engine Visibility tells you how.

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Directory submission is only the beginning of a link development campaign. To be successful, sites should have links to them from other reputable sources. A qualified search engine marketer can help you build quality content, create a link policy, and manage link requests.

Managing pay-for-placement search engine campaigns

I label pay-per-click search engines (Overture) and pay-per-click search engine programs (AdWords) as search engine advertising. With this type of search engine marketing, top positions are guaranteed as long as you pay to be in the top position.

But that's not all there is to PPC search engine advertising. All PPC programs have rules. You can't just purchase any keywords you want to purchase and write any ad you want. Representatives from the search engines must approve your ads and the landing pages, which are the pages users "land" on after they click on your ad.

Therefore, for this type of search engine marketing, a qualified search engine marketer should know how to perform keyword research, make keyword purchase recommendations, write/test ads, create/test landing pages, measure results, and monitor.

If it sounds like a lot of work, it can be. Some businesses do quite well without having to spend thousands of dollars on PPC search engine marketing. Some businesses require more research and testing. If you find that your PPC search engine campaign is taking up a great deal of your time, then hire a specialist.

Managing trusted feed and other paid inclusion programs

One of the fastest ways to get listed at the top of search engines is to participate in paid inclusion programs. However, a paid inclusion program is different from a paid placement program.

Paid inclusion does not guarantee top positioning. Rather, paid inclusion guarantees that your subscribed URLs will be in the search engine index (database), and the content will be refreshed very quickly, often every 48 hours.

Doesn't sound like a benefit to you? Well, half the battle with search engine visibility is getting your pages in the search engines. Paid inclusion guarantees this. A page cannot rank in a search engine unless it is in a search engine index.

Also, search engines can take a long time to re-index your site's content. So if you want your freshest content available in the search results, a paid inclusion program can be the answer.

Trusted feed programs were created to benefit larger, commerce-type sites (500 to 1,000 pages and up). Since these types of sites tend to be database driven, and database sites tend to create problematic URLS, a trusted feed program is a great solution. Trusted feed programs are generally pay-per-click programs; however, there is still no guarantee for positioning.

A top-notch search engine marketing firm can help you optimize a trusted feed. Having search-engine friendly copywriting is essential for this type of program.

Related resources:

Position Technologies offers paid inclusion and trusted feed programs for all of the major search engines that offer them, and their reporting is outstanding.

For more information about our search engine marketing, training, and search engine advertising services, please fill out our contact form or call us at 847-426-8978.

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