Many people confuse the terms “search engine marketing” and “search engine optimization.” Search engine optimization is a part of search engine marketing.
Even though they are intricately related, search engine marketing encompasses four different skills:
Search engine optimization
Search engine optimization is designing, writing, and coding (in HTML) your entire web site so that there is a good chance that your web pages will appear at the top of search engine queries for your selected keywords and key phrases.
At the core of optimization is keyword research. In order to obtain search engine visibility, you must use words and phrases that your target audience is typing into search queries. These keyword phrases must appear frequently and prominently on your web pages.
The results of keyword research can also be used for planning pay-per-click search engine campaigns.
Optimization also involves allowing search engines easy access to your keyword-rich content. That can be done by creating a search-engine friendly web site, which is often the least expensive option. Or sites can give access to content by participating in paid inclusion programs.
Directory submission and link development
Since popularity has become increasingly important for obtaining and maintaining search engine visibility, being listed well in directories (also known as human-based search engines) and industry-related sites is essential. In fact, I often begin all search engine marketing campaigns with the directories. It’s one of the quickest ways to give your site credibility.
Some directories charge submission fees. However, paying these submission fees does not guarantee that your site will be listed in a directory. Rather, it guarantees that a directory editor will review your web site within a specified period of time.
The benefit? Speed. If you can get your site listed in a directory quickly, then I highly recommend it.
Directory submission is only the beginning of a link development campaign. To be successful, sites should have links to them from other reputable sources. A qualified search engine marketer can help you build quality content, create a link policy, and manage link requests.
Managing pay-for-placement search engine campaigns
I label pay-per-click search engines (Overture) and pay-per-click search engine programs (AdWords) as search engine advertising. With this type of search engine marketing, top positions are guaranteed as long as you pay to be in the top position.
But that’s not all there is to PPC search engine advertising. All PPC programs have rules. You can’t just purchase any keywords you want to purchase and write any ad you want. Representatives from the search engines must approve your ads and the landing pages, which are the pages users “land” on after they click on your ad.
Therefore, for this type of search engine marketing, a qualified search engine marketer should know how to perform keyword research, make keyword purchase recommendations, write/test ads, create/test landing pages, measure results, and monitor.
If it sounds like a lot of work, it can be. Some businesses do quite well without having to spend thousands of dollars on PPC search engine marketing. Some businesses require more research and testing. If you find that your PPC search engine campaign is taking up a great deal of your time, then hire a specialist.
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