Digital Marketing

When we think of the term Search Engine Marketing or SEM, we think all aspects of online marketing. The term “Search Engine Marketing” is not the same as Search Engine Optimization (SEO). Search Engine Marketing can be anything online marketing but it mostly referred to as paid advertising. In most worlds of marketing, Search Engine Marketing is a more general term for online marketing.

The Umbrella Search Engine Marketing Covers:

  • Content Marketing/ Inbound Marketing
  • Blog Marketing
  • Press Release Marketing
  • SEO Does fall under SEM
  • Search Engine Video Marketing
  • Directory Marketing (Citations)
  • Guest Post Marketing/ Guest Blogging

Anything being marketed through or on a search engine is considered Search Engine Marketing, whether it is paid advertising such as Google Ad Words or on page marketing such as Search Engine Optimization (SEO). There are many different options for Search Engine Marketing and each industry is different so determining your marketing angles and strategies are key in understanding proper Search Engine Marketing for your specific niche.

There are many different options for Search Engine Marketing and each industry is different so determining your marketing angles and strategies are key in understanding proper Search Engine Marketing for your specific niche.

Different Types of Search Engine Marketing Strategies

There are more examples of Search Engine Marketing, but we cover the top areas

#1 – On-page Search Engine Optimization (SEO)

There are many key factors in developing quality on-page SEO for your website design. When developed properly, you can rank #1 for whatever search terms you want and most important, start to bring in real-time traffic, leads, and prospects. On-page optimization for your website design is considered one of the easier aspects of SEO as there are many components you can control; linking structure, on page content, content structure, content frequency, content keywords, etc.

If your on-page SEO is weak, the rest of your Search Engine Marketing or SEM strategies are going to be weak as well. On-page SEO is considered the heartbeat of your online marketing efforts. When developing any Search Engine Marketing or SEM campaign online, you want to make sure that your main website design has stellar content and a well laid out internal and external linking structure.

On-page Search Engine Optimization (SEO) Ranking Factors

  • Content
  • Internal Links
  • External Links
  • Meta Tags
  • Images
  • Video

#2 – Off-page Search Engine Optimization (SEO)

Off-page optimization is a bit harder to control as you don’t own the domain names you are optimizing. When developing the off-page SEO for your Search Engine Marketing campaign online, you want to first find well established social media websites along with well-established directory websites. These well-established websites will be great places to start your backlink process. It is important to keep in mind “well established” means they have been around for years. You want to stay away from adding your website to “fly by night” websites that charge you for backlinks as this can have a drastic negative effect and outcome of your websites ranking.

Off-page Search Engine Optimization (SEO) Social Media Websites

Off-page Search Engine Optimization (SEO) Directory Websites

These are just a few of the social media websites and directory websites that are very trustworthy and will have absolutely no negative effect on your off-page SEO efforts for your local business in El Dorado Hills. If you have any questions on these websites or any other websites, please contact us and we will help you through the rubble.

#3 – Paid Search Engine Marketing

When it comes to paid Search Engine Marketing campaigns online, be careful! There are certain avenues that are trusted and certain avenues that are not trusted. As mentioned before, stick with the channels that have been around for awhile and are trusted.There are two main types of paid search traffic that you can pay for, Impression traffic and click traffic.

  • Paid Impression Traffic (CPI – Cost Per Impression): Paid Impression Traffic is when you pay per impression (100 impressions, 1000 impressions, 10,000 impressions, Etc.) and this is when someone “sees” your ad. Paid Impression traffic for online marketing campaigns can give you a lot of branding, however not too many leads.
  • Paid Click Traffic (PPC – Pay Per Click): PPC traffic is one of the most certain ways to get real-time traffic and leads. With a PPC Search Engine Marketing campaign online, you can be sure to get real-time results, prospect engagement, and inquiries. PPC is also a great plan if you want to go big on marketing one month and then cut back the next.

There are many websites that offer impressions for a certain amount of money and clicks for a certain amount of money. Paying for actual clicks into your website may be a little better for your money as opposed to impressions that are not easily as tracked and viable. Paid impression traffic may leave you in the dust wondering why you spent so much money on people just “looking at your ad”.

Examples of Paid Online Marketing Traffic

The only two we would recommend as a blanket statement for any industry.

#4 – Social Media – Online Optimization

With so many options to get social these days, it can get confusing at times when looking for social media websites to help your Search Engine Marketing campaign. Social Media marketing can give you a big head start in the online marketing world, as you can connect with many local consumers and other local business owners.

Some of the top social media websites offer do follow backlinks and some do not. It is important to keep in mind, however, do follow backlinks are not the most important aspect of social media. What is important to keep in mind, is how to use each social media website properly.

Social Media Websites that help Search Engine Marketing Campaign

  • Facebook
  • Twitter
  • YouTube
  • LinkedIn
  • Pinterest
  • Google+
  • Tumblr
  • Instagram
  • Flickr
  • Vine

#5 – Citation Marketing (NAP – Name, Address, Phone Number Consistency)

Recently, we wrote a blog post that is all about Citation Marketing and Citation Management for local SEO. Citation Marketing is the process of adding your business to as many directories as possible. By doing this, you are telling the search engines that you are a real business. Citations are mentions of your NAP (Name, Address, Phone Number) on directory websites.

The more relevant the directory is to your business, the better the citation. The more local the directory is to your target market, the better the citation. This is why it’s always important to have local directory citations for your business. Your local chamber is a great example of a high-quality citation. Most chamber websites will actually give you a “follow” backlink as well.

Chamber websites are a great resource for any business looking to rank in a local market. You probably will not get that much business from joining the chamber, but Google will recognize this and that is more important.