breaking away from the pack

Search Engine Marketing–what are we talking about?

By on November 20, 2009 in Uncategorized

Search Engine Marketing (SEM) provides the content that you actually want to see and when you want to see it.  Think about it.  The Old School form of marketing and public relations relies on the interruption technique.  You’re going about your business doing what you do when up pops a message, an image or moving images, audio or text in one form or another.  You may pay attention or you may not.  Search engine marketing provides the content for you when you are actually looking for it.  This is what we, as marketers, strive for – to get in front of interested, motivated buyers when they are the most receptive.  A dream situation.

So what do we mean when we use the term “search engine marketing”?  To get the answer to this and other terms, I went to a newly revised book by David Meerman Scott, The New Rules of Marketing and PR.  I highly recommend this book to anyone who is considering marketing their products or services in this new environment.

Here is what Scott has to say about SEM, search engine optimization, and search engine advertising:

“Search engine marketing means using search engines to reach your buyers directly.  (note:  this is the all-inclusive term that includes the two below).

“Search engine optimization (SEO) is the art and science of ensuring that the words and phrases on your site, blog, and other online content are found by the search engines and that once found, your site is given the highest ranking possible in the natural search results.

“Search engine advertising is when a marketer pays to have advertising appear in search engines when a user types in a particular phrase that the marketer has “purchased”.”

Scott makes some excellent distinctions here that really help us to understand what this is about.  I’ve been researching Internet marketing intensively this year, and while I learned a great deal during that time, The New Rules of Marketing and PR crystallized my understanding of much of that information for me and gave me practical ways of doing my own search engine marketing. 

(Note on blog post graphic: Yes, that is a mouse on the back of a cat on the back of a dog. Only in Bisbee….)

Copy the code below to your web site.



If you enjoyed this article, subscribe now to receive more just like it.

Comments are closed.