Search Engine Marketing involves both organic search and paid search. Each has its own strategy although there are overlapping techniques and research results. SEM can be broken down into Search Engine Optimization (SEO) and Paid Search (PPC). Search Engine Optimization SEO is the optimization of a website to rank well in the search engines, for example Google and Yahoo!. There are many SEO tools and techniques that can help a webmaster optimize their website for the left-hand side of the search engine rankings. SEO strategy can include on-page optimization of meta data and body copy, and it can also include off-page optimization (for example link building). Which SEO techniques and strategies you choose will depend on which search engine you are optimizing for. Paid Search Pay-Per-Click strategy involves the right-hand side of search engine results or the sponsored listings that appear on search engine results. Some elements of a PPC campaign include keyword research, ad campaign optimization, bid management, and quality score management. A successful paid search campaign will find a balance between all PPC strategies to lower Cost Per Acquisition (CPA) and raise Return on Ad Spend (ROAS). One of the most common PPC platforms is Google Adwords. Google Adwords includes pay-per-click campaigns both for search results and content partners. Content partners offer paid search advertising in the global navigation areas of their website, usually at the top, on the left-hand side, or the bottom of the website. Both the pay-per-click and content partner programs can be managed from the Google Adwords Interface. Both Search Engine Optimization and Paid Search Strategy are important to a webmaster’s website, however a balance needs to be found between the two Search Engine Marketing strategies, this will depend on the website, product/service, and target market. Search Engine Marketing is a vital piece of any Internet Marketing strategy.
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