SEM Should Integrate with Your Overall Marketing Plan for Best Success

SEM is viewed by most business owners as an online function. While search engine marketing is a broad term used to describe online marketing activities geared at boosting search engine rankings, it is only completely successful when all marketing activities are merged - this includes media, PR and advertising activities performed in both on and offline capacities.

Why SEM? Why Not Just SEO?

Much of the confusion regarding best SEM practices actually comes from the misunderstanding that SEO and SEM are the same thing. The marketing profession in general has changed tremendously since the start of the internet age. As it morphed, the profession had to work through some growing pains and learn which practices fell specifically in which categories. Essentially, search engine optimization (SEO) is a component (or function) of search engine marketing (SEM). SEO practices consist of on-page optimization, which includes optimized metadata descriptions using selective keywords, optimized content within the site using selective keywords, cleanly formatted page URLs, optimized page load speed, and authorship and social sharing integration, among others.

There are also off-page SEO tactics to incorporate. These include link building and social sharing interactions as well as bookmarking. SEM is more all-encompassing. It incorporates all of the SEO tactics listed above, coupled with paid search results like pay-per-click advertising, listings, and other online advertising functions. These strategies, especially, must be in-line with offline practices to be the most effective.

Especially in the local space, SEM should be viewed as a part of every marketing material that goes out the door. Local search results are inherently reliant on online reviews, and online reviews are best gathered under a two-pronged approach.

Solicit the Reviews

Online reviews are only beneficial if they are viewed by searchers as actual reviews. A company can easily enlist a strategy of posing for others (from written reviews offered previously), but the company employing a service. The apps connect directly to a user's social media accounts, allowing them to share good reviews on sites like Google Plus with just a click of a button.

Keyword Consistency is Key

Allowing practices like this to feed into the SEM tactics that you already have in place can show a huge jump in search results. To keep the campaign from diversifying too much, however, it is important that researched keywords are consistent throughout all SEM activities. Firms that specialize in search engine marketing know how to do the research necessary to ascertain what phrases are being used in search to seek out your company - or its competitors. Once the information in gathered, these same keywords should be used throughout all online branding operations - this includes social media endeavors, SEO tactics, copywriting and pay-per-click advertising.

Working with a firm you trust is imperative to success within the SEM realm. The company managing your online image and content should have a proven background in success and refrain from taking on any competitors within your industry. If the goal is to make your company number one in search results, there is no room for competition.

Understanding the difference between SEO and SEM, as well as all of the different tactics that fall under their large umbrellas, will help you to ask the questions necessary to get the results you need in search.

Just remember, it's much more than what is on the internet - the game has broadened and an all-encompassing marketing strategy is needed to compete in today's cut-throat world.

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