Benefits of Search Engine Marketing SEM

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Benefits of SEM for your company

Search Engine Marketing SEM provides several benefits over Search Engine Optimisation SEO - but it has it's drawbacks. SEM is often refered to as PPC or Pay-Per-Click advertising. As the name tells you - there is payments involved, and SEM or PPC can be very costly - it is well worth of consulting experts on search engine marketing SEM to avoid excessive costs by optimising your search engine marketing campaing. We strongly recommend to use SEM / PPC marketing for short term marketing such as temporary campaings, for instance for seasonal product offerings.

Research shows that organic search engine listings receive about 75 % of all traffic, while sponsored listings using SEM only receives 25% of the traffic. Further the higher education the person who does the search has - the less likely he or she is to click on a sponsored listing. Still organic traffic and traffic gained through SEM converts almost equally to buyers in percentage of the clicks. A normal convertion rate is claimed to be 1%-3%. These convertion rates are good. You should then keep in mind that the increase of using Search Engine Optimisation SEO over Search Engine Marketing SEM is approximately 270%! However before your site has acheived a top listing in the natural listings or organic listings - SEM can give you the traffic you need to get your business going.

Using SEM for testing your keywords

SEM can be used to test your keywords and keyphrases prior to optimising your website and your webpages. By testing your search terms before you conduct SEO work you can save a lot of work and ensure that you are targeting the best search terms for your company website - keywords that bring traffic to your site - and converts the traffic into new cusotmer or client relationships.

Maximising your visibility

Say that you have reached the top position on the Search engine organic listings on the search engine result pages for your most important keywords or keyphrases. Should you leave away the PPC Pay-Per-Click search engine marketing SEM? - Here most people go wrong - It is probably not a good idea to leave avay the SEM. - Why not? Well as we just stated 75% of all traffic comes from the organic listings. Thus if you already have a top position, there is still a possibility that some traffic slips away to a competitor who bids on the sponsored listings. So by bidding also for the keywords you have a high ranking for people are most likely to end up on your site. Further, you squeese down one of your competitors from the first SERP page by using PPC advertising.

Repetition is known to be the most effective marketing method. If you repeat your Top organic listing in the PPC sponsored listings you also use repetiton in a very efficient way. And what do you think, if one company has both a top organic listing and a top sponsored listing - wouldn't you click on the organic listing rather than on the sponsored one? We certainly would. This means that your PPC sponsored listing - as you only pay for valid clicks - is likely to receive less clicks when people instead will click on the organic listing.

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Search Engine Marketing SEM
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SEO or SEM or both?

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