SEM Keyword Research and Analysis
Search Engine Marketing, hereafter referred to as SEM, consists of paid search results, which are known as adwords, and organic, which means specific key words and phrases. The latter are commonly referred to as Search Engine Optimization, hereafter referred to as SEO. In addition to SEOs and adwords, SEMs also use pay per click, hereafter referred to as PPC, advertising and article submissions in order to target specific markets and show up on the first page when and individual uses a search, mega and meta-search engines.
As an example of how businesses incorporate SEOs, a company that sells auto insurance decides to use the internet in order to increase their business. The insurance agent hires a professional web developer to create their web site. In order to drive traffic to their web site, the insurance company hires someone to write various articles that pertain to car insurance so that someone searching the internet finds their web site on the first page of their search results.
To take this to the next level, which is SEM, the insurance agent may post several blogs on different sites. The articles will have at least one hyperlink where the viewer can click that will take him or her to the insurance agent’s site. In addition to the key words and phrases used in the article itself, the agent can arrange so that advertisements on the page of their article also contain key words, which will drive even more traffic to the agent’s site.
In order to produce the greatest results, people often hire companies that specialize in SEO and SEM. These companies have software that track the most commonly used words and phrases used search engines. This helps them to develop the client company’s web site and any articles that are written. The software is the key but understanding the software and knowing how to use it is what produces the desired results. In general, these companies will develop a marketing package that will:
- Make your web site show up on the first page of any search engine results
- Promote your specific business
- Increase your company’s customer base
- Get the most for your advertising budget
- Increase your basic search engine results
Software Tools
If a business owner cannot afford to hire a professional firm, he or she should at least consider obtaining the software that will help them. These software tools usually have the following tools:
- Web site saturation and popularity
- Keyword research and analysis
- “Who is” tools
- Back end tools
Web site saturation and popularity measures how often a web site appears on search engines by counting the number of the site’s pages are indexed on a search engine and the number of times the site is linked by other sites. The greater the saturation and popularity, the easier it is for people who are searching to find your site. This is achieved by having the keywords people are using in their searches.
Keyword research and analysis ensures that the site can be indexed by search engines. In addition, the analysis identifies relevant and key terms and phrases. Through this process of identification, the individual can use these words and phrases on the site so that it generates traffic.
“Who is” tools shows ownership of various web sites and can provide the individual with information such as trademark and copyright details. In addition, it can use analytical tools that help the individual to learn specific information about his or her customers.
Back end tools use analytical tools that can help individuals in monitoring their web site’s traffic and the volume of business that it conducts, helping to determine the site’s success. These tools can include traffic counters, log files and page tagging. The tools can also deliver conversion-related details. It can also help determine and site usability.
Whether conducting your own SEM plan or hiring a professional, make sure that all the bases are covered by conducting your own search. The individual may also wish to have others conduct their own internet search in order to determine if his or her web site comes up on the first page of their search results. This form of auditing is simple to do and easy to obtain quick results.
Author Bio: Kim L. is a stay-at-home mother of two, who, in her spare time, enjoys hiking, jogging, and comparing insurance providers.
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