Search Engine Marketing, while the term is perceived basic, the definition of it has changed since it has been coined and had been widely used.

SEM (Search Engine Marketing) is an umbrella term that describes the different methods on can use to make a website more visible on the search results pages (SERPs) with the goal of driving targeted audience with the intention of having them converted from Internet surfers to buying or subscribing users. SEM mixes organic (free traffic – from Search Engine Optimization) with paid search or what is commonly known as PPC (pay-per-click) advertising to maximize potential online presence.

SEO focuses on designing and optimizing a site so that it will rank higher within the organic search results pages – the list of websites that shows when a user conducts a search. Essentially, search engines such as Google, Yahoo and Bing look at a website’s page and try to rank it accordingly against all other relevant pages from the Internet. When SEO, as a technique, is used on a site, the website owner is not paying anything to the search engines to appear or secure a ranking for their particular website. A web page’s content is simply optimized so that it will naturally be placed higher on the search results.

Paid Search (or PPC) advertising involves paying the search engines so that an ad for a website appears as “Sponsored” on text ads positioned on the top, right hand side and bottom of a search results page. A very good paid search platform is Google Adwords. The search engine vendors position ads based on a combination on how much an advertiser is willing to pay per click on the ad and are subject to quality assessment in relation to other ads for a search term (keyword). The quality measurement includes factors such as the number of times the search term appears on an ad and the percentage of clicks.

Internet searches are now becoming the top way for both businesses and consumers to research and shop for services and products. These days, small businesses are rapidly shifting their marketing mix initiatives from the traditional media (print, radio and TV ads for example) to digital marketing (SEO and SEM).

These readily available marketing tools are often less expensive than the traditional marketing choices. Depending on how much a business or a website in general is willing to invest in digital marketing, the chances of a high ROI is almost certain. Digital marketing also helps even the marketing ground by making small to medium businesses compete with the large corporate sites on the search results.

However, search engine marketing involves both art and science and is evolving at a rapid pace. Keep in mind that what works today might not necessarily work tomorrow. To stay ahead of the competition, consider services that are tailored to your specific market and business needs.

For more information on SEM and SEO techniques that can help you with your website, contact Custom A Design now. You can visit us at www. or visit our Facebook page at for our contact details. Let us start to work together today!