Search Engine Marketing is bringing the concepts of marketing to the vast grounds of internet and generating business through the means of Internet using website.
ABC Pharmaceuticals would like to do SEM to generate business for their ayuurvedic medicines and herbal products by reaching large number of audience (visitors) through means of their website.
Now let us get well-versed with some of the terms in SEM,
Traffic in terms of SEM is basically the number of visitors to the website from the search engines.
All the visitors coming on the website of ABC Pharmaceuticals will be considered as the traffic for them. If 1000 visitors visit ABC pharmaceuticals’ website then we shall say that traffic for their website 1000 monthly.
Now ABC deals in pharmaceutical ayurvedic products but if the traffic coming to their website are looking for machinery for packaging then it will be of no use to them.
Therefore for generating business from a website we require that the traffic should mainly consist of niche audience i.e. in this case people who want to know about and buy ayurvedic medicines and herbal products.
Attracting Niche audience is one of the important factors in SEM.
Once we get the niche audience visiting our website, the next goal will be to make them buy the products. The percentage of visitors who become buyers is termed as conversion.
If ABC Pharmaceuticals’ website is able to sell to 65 visitors out of every 100 visitors, then their conversion will be 65%.
The main goal of SEM is to maximize conversions.
Search Engine Visibility (SE Visibility)
SE Visibility is the position of your website in Search Engine Results for specific keywords that visitors type in the Search Box to obtain the results.
For ABC Pharmaceuticals, the goal will be to achieve SE visibility for keywords like ayurvedic medicines, herbal products, ayurvedic medicine to cure diabetes etc.
From SEM perspective SE visibility is very vital.
Classification of SEM
SEM can be classified into two major categories
SEO is achieving SE visibility in through the organic listings. When we talk about organic listings, we mean natural results without paying a penny to the search engines. It basically appears on the left hand side of the Search Engine Result Pages (SERP).
SEO is time consuming but it is preferred. We will learn about SEO in detail in the following chapters.
PPC is basically advertising for specific keywords. ABC Pharmaceuticals will like to run a PPC campaign if they want direct instant SE visibility.
These are the sponsored results on the right hand side of SERP or sometimes at the top of SERP.