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Search Engine Marketing

Guest post by: Brian Bredenkamp

Article Overview: Global Solutions Consulting Inc. is a Search Engine Optimization, Web Design and web development Internet Marketing firm located in Los Angeles, California USA. zipcode:90067. Our team is comprised of highly specialized individuals with years of experience in internet marketing and branding including web design, Pay Per Click Advertising, search engine optimization, E-commerce and ilink development. Call for a free consultation to learn how we can start to optimize your web site today. 1(310)226-6745

Search Engine Marketing

Most of us believe that search engine marketing is all about using various search engine optimization strategies to improve the ranking of our website in the search engine result pages. There are few of us who are of view that search engine marketing is synonymous to search engine advertising. Both the views are neither fully correct nor wholly incorrect.

Search engine marketing is a set of promotion methods used to enhance the visibility of the website in the search engine result pages. It encompasses three methods viz.

Search engine optimization, which includes an array of strategies that are implemented to improve the ranking of the website.
Search engine advertising, where the search engine company is paid to ensure high ranking or to run advertising campaigns for the website.
Paid inclusion, where the search engine company is paid to include the website in their natural search index.


Search engine marketing involves lots more than merely putting into practice the above three methods meticulously.

The foundation of a successful search engine marketing campaign is systematic and comprehensive research work that is undertaken to identify and understand the competitors, and target audience. Make a beginning by acquiring an exhaustive knowledge of the product you are trying to make profit from. You can get loads of information by reading online magazines, newsletters and blogs on your product, and articles by experts and industry leaders.

Once, you have learnt about the product, which you will be selling, it’s time to discover your competitors. Try to find out what search engine optimization strategies they are using to attract target audience. As search engine marketing also involves paid inclusion, link building and pay per click advertisements, therefore you should try to find out how your competitor is using these means to rank well.

The ultimate aim of the search engine marketing campaign is to attract maximum target audience. Hence, the arena of target audience also requires some research work. You should try to find out who is buying your product and why, who is visiting your website and why, what keywords are your visitors using to reach your website. An intensive analysis will help you to plan out a successful search engine marketing campaign.

After completing the research work, your next task is to build a strong structure for your search engine marketing campaign. The four pillars of support for your search engine marketing campaign are:

Mission statement
Distinctive selling points
Right target market
Call to action


All the four constituents are equally important. If you allow any one of them to forego, you will be providing your competitor a massive opportunity to move miles ahead of you in the market. Whenever you sit down to write the mission statement, just remember one thing, that is, keep your mission statement short, and ensure that it yields the right message.

Search engine marketing is all about disallowing your competitors to win at all costs. To make sure that this really happens, you should highlight the distinctive features of your company. For instance, features, as selling superior products at lower prices or offering a longer warranty period or drop shipping product on the same day, can be some unique selling points that will make your customers realize that you are different from your competitors.

Right target market is a significant component of any search engine marketing campaign because your eventual aim is to sell your products or services to them and earn money. In fact, that is the primary reason why you are directing all your energies to build a successful search engine marketing campaign. Try to identify your prospective customers or clients.

Don’t forget that your competitor’s clients are also your potential customers. Remember to segregate your probable clients on the basis of age, sex, marital status, job and geographical region. This will help you to devise effective strategies to attract them and build a strong relationship with them so that they keep coming back and also bring more customers with them.

Call to action is last pillar of support, but it is the most critical one. Typically, many online and search engine marketers often forget this last step. While thinking of a strong call to action for your search engine marketing campaign, ask yourself the decisive question, “What do you want your visitors and prospective clients to do on your website?”

If you are new to the concept of search engine marketing, then you would probably say that you want your customers to buy your product or services. Although this a good call to action, but at times call to actions as getting your clients subscribe to your free online newsletter or sending in a request to get more information, either by mailing them a brochure or having a sales representative call them are also effective.

Remember to review your call to actions, before, during and after you perform a keyword research because each call to action can be modified to improve your search engine marketing campaign.

A well-planned search engine marketing campaign can make a lot of difference to all your online marketing endeavors. If the search engine marketing is done in the right way, it has the potential to yield myriads of long-term benefits.

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