Don't do Search Engine Marketing until you know these facts.
What are the different types of Search Engine Marketing?
There are two types: You can get seen in search engine organic listing. These are the unpaid listings on a search results page. This is called SEO (Search Engine Optimization). Or you can run paid ads on search engines. This is called SEM (Search Engine Marketing). It's also known as PPC (Pay Per Click) because you pay for the ads by the click not by the impression.
Does SEO replace SEM or vice versa?
No. SEO and SEM are quite different. For a complete marketing campaign you need both.
How do I do SEO?
You get a SEO specialist to analyze your website. Then you make the recommended changes to your site. You also need to get other websites to link to yours. Then you wait until the search engines index your site. This process can take anything from a few weeks to many months.
How do I do SEM?
You open an advertising account with the search engines. For example, Google's ad system is called AdWords. So, to advertise on Google you need to open an AdWords account. Then you use the AdWords system to configure and run your ads. The equivalent system for Yahoo and Bing is AdCenter from Microsoft.
Is there any advantage to running paid ads?
Yes. First, you can get ads up and running very fast. Second, with paid ads you totally control the ad message and you can change it anytime. Third, paid ads run in more places than on the search engine itself. Search engines like Google have massive ad distribution networks, so you get more exposure.
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