An SEM expert has the potential to drive traffic to your website like you've never experienced before. Here's our advice on how they are vital.
Search engine marketing (SEM) is closely associated with Search Engine Optimisation (SEO). SEO is the way in which you can influence search engines, such as Google, so they find your site and rank it in SERPs (search engine results pages).
Rather than hoping to appear amongst the top-ranking organic search results, a business can have its website advertised either above SERPs or on the far right column of the results page.
This is what SEM or paid search is all about. It is an SEM expert's job to ensure your business is easily found on Google's results page.
Marketing Angels founder Michelle Gamble says navigating the world of SEM requires strategy, whether you’re doing things on your own or hiring someone.
“Commit to a small amount of budget initially and test and optimise before expanding to more search terms and more additional work. Perhaps focus on one keyword and create a simple landing page to avoid having to change your whole site.”
As for hiring outside help, Gamble offers a warning: choose your agency very carefully.
“Make sure your search engine marketing company is really up to it. Ask for copies of reports and references. Talk to clients they work with on their site and contact clients independently. Ask how often they review the results of their work and make recommendations, and how easy it is to work with them.”
What can an SEM expert do for your business?
The answer very much depends on how your business runs, your costs and what you value the most.
If you can afford it, you might want an in-house expert but for many small businesses this isn’t an option. This is why consulting with a marketing services provider can be extremely beneficial because no matter what, you at least need some sort of expertise in your business.
In our previous article we explain how SEM can help build your business.