What Is Search Engine Marketing?

It's in our genes, we're driven to seek. We 'hunt' for food, homes, partners, jobs and lately ? with the advent of the Internet ? information.

Even in the early years of the Internet, before it evolved to include Web browsers, there were text based search engines. Back then they had funny names like Archie, and Gopher. It was only later, when the graphical browser was invented, that searching became much easier and accessible for the rest of us.

The concept behind Search Engine Marketing (SEM) is quite simple: when a consumer or business person searches the Web through either a text box or by clicking through a directory hierarchy, they are in "hunt mode." This mode is unique because it indicates that the person is looking for information. Marketers understand this "hunt mode" means the searcher is probably somewhere in the buying cycle, researching a product or service to fill an immediate or future need.

It's this 'timeliness' that makes search engine results some of the best sources of targeted traffic, whether that traffic originates from "organic" unpaid search listings or paid (sponsor) advertising listings.

To leverage the power of targeted traffic, marketers must understand how to effectively use both paid and organic SEM and what they can expect each methodology to achieve.

Search engine traffic is unique because:

? Presenting your message within the search engine traffic is non-intrusive. The searching is not interrupted and your message "arrives" just when the searcher is seeking knowledge or a solution.

? Search engine traffic results from a fixed inventory of searches. To truly qualify as search engine traffic, the search must be one that the searcher initiated as a search, either by clicking a search link or by entering a search query.

? Search engine traffic originates from a voluntary, audience-driven search. This means the visitors arriving from a search have selected your listing and chosen the words that match.

Natural or "Organic" search engine marketing combines the best practices of technology, usability, copy/linguistics and online PR. This is because many search engines base their relevancy algorithms on a combination of the text they see on a page or site, combined with external elements such as links and user behaviours/preferences.

These days, Marketers can buy text-link search results on all of the top search sites. The popularity of paid search results advertising can be attributed to the search engines' need for alternative revenue sources, marketers' increasing requests for search results traffic, and the high value of the traffic generated through search results.

Unpaid (otherwise known as organic or algorithmic) search engine traffic was once fairly easy to get ? but this was before there were more than 3 billion documents competing for attention of the search engine databases!

Some marketers believe there are "tricks" which will improve the relevancy of their indexed sites. Using tricks to fool the search engines is dangerous because many of these 'tricks' result in negative relevance penalties (they actually lower your ranking score!) as the engines take measures to punish search marketers who try and manipulate their systems. Remember, site and IP Blacklists do exist and 'tricks' are one sure-fire way to get yourself added.

The good news is there are many compelling and legitimate organic search engine optimizations. Some of the best ones focus on content ? the mainstay of the Internet. Particular efforts should be focused on copy (the words), the site design (it's an artful balance between what the computerized search engine needs and what the human searcher wants), HTML formatting, and other technical considerations.

Online marketing is a proven and valuable part of an overall integrated marketing campaign. And it all begins by understanding the precise keywords and search terms your ideal prospect is using to search the Internet. Find these and you unlock the potential of the Internet.

Happy hunting?keyword hunting that is!

JAMES C. BURCHILL is a 20-year veteran entrepreneur and information technology executive who now provides strategic marketing consulting services to a select group of clients. He is a published author, a passionate advocate of technology and the Internet, as well as an avid study of classical advertising and marketing strategies (which he uses during 'Internet alchemy' experiments.) James is an expert in information and data management, Internet marketing and online networking. A self confessed 'information and technology enthusiast', James brings a wide range of valuable skills to any venture. Of singular note is James' ability to assimilate complex subject matter and produce clean clear 'easy-to-understand' messages. James has been interviewed many times and caused quite the media buzz when a client 'double-dog-dared' him to prove you can get front page coverage for $0. The details and that 'dumb stunt' are now part of EBay legend. Currently James lives in Ontario, Canada with his wife and family, their Siamese cat and one very nervous fish.

Visit http://www.JamesBurchill.com for details.

In The News:

pen paper and inkwell


cat break through


SEO Expert Guide - Paid Site Promotion (Marketing) (part 7/10)

In parts 1 - 6 you learnt how to develop... Read More

Is Google Having a Tough Time with Their Website Limit?

If you are one to pay attention to what happens... Read More

The Google Sandbox Explained

Introduction The Google Sandbox is a metaphorical term... Read More

What Is Search Engine Optimization And Why Do I Need It?

Purchasing web design service is confusing with all of the... Read More

Shopping Carts and SEO

Shopping and the Web. They go together like Mr. and... Read More

7 Search Engine Optimization Mistakes and Solutions

To many websites, webmasters discover that major sources of website... Read More

The Ultimate Free Google Ranking Tool

The first months my website was online, I was constantly... Read More

Search Engine FAQ

Why shouldn't I use a submission service that submits my... Read More

Google Loosing Fan Base?

"Nothing last forever but the Earth and sky." - from... Read More

How Web Design Can Affect Search Engine Rankings

Uniquely built web sites can create unique issues when being... Read More

Search Engine Optimization For Blogs

Blogging software is really a simple Content Management System (CMS)... Read More

7 Essential SEO techniques

1) Title Tag ? When we're talking about SEO Technique,... Read More

Search Engine Optimization for Everyone

There are many facets to SEO and the search engines... Read More

Submitting Your Site to Search Engines and Directories

Regardless of which type of business you currently have, you... Read More

If You Could Submit Just One Page To The Search Engines Which Should It Be?

Listen. Some make submitting pages to search engines sound like... Read More

Googles New SEO Rules

Google has recently made some pretty significant changes in its... Read More

Search Engines Are Going to Love You for This

What's the most potent free traffic source on the web?***... Read More

Supply & Demand - Stop Attacking Good SEO Companies!

As I read the latest news online about what Google... Read More

How to Get Listed in Yahoo Within 48 Hours, Without Paying $299

First of all you need to get a blog. If... Read More

Five FAQ About Google PageRank

Five FAQ about Google PageRank1. What is PageRank and why... Read More

Search Engine Optimization - Free Tips and Help - Part One - The Title Tag

Search Engine Optimization is a widely misunderstood industry. Many webmasters,... Read More

Link Reputation - How to Improve Search Engine Rankings

One of the most overlooked strategies to improve search engine... Read More

Google Patent Application - SEO Highlights

The recent patent application filed by Google details numerous items... Read More

Do Not Drop Your Web Site Off the Search Engine Cliff

If you've been feeling like Tom Cruise climbing up the... Read More

Gaining Additional PageRank

Google is the major search engine webmasters have to deal... Read More

Feed Those Hungry WIIFM Monsters, Get Them To Multiply

Everyone packs their website with keywords in order to feed... Read More

Designing a Better System for Search Engines

Designing a Better System for Search Engines and Information Distribution,... Read More

HTML Title Tags Dictate Your Rankings

There are a lot of things in Search Engine Optimization... Read More

Why SEO Will Make or Break You, Part 1

Today's article is about the wonders of SEO. SEO is... Read More

Google Has No Content On Page

One of the post from My SEO world Meet Up... Read More

Easy Steps to Get Onto Google Top Search Pages

To get on Google's top pages can be accomplished by... Read More

Search Engine Optimization Techniques

Search engine optimization is the process of increasing the amount... Read More

From Corpora to Matching

Making effective use of the Internet is increasingly about creating... Read More