The Search Marketing is probably the most misused term in the marketing industry in general. At least 50% of the marketers use the term incorrectly! Why?
Half of marketing people would define Search Marketing as buying paid search listings. The other half would with the paid listings within the search marketing realm include the natural search results listing within the term of search marketing.
Half of them must be wrong – but which half?
The split is actually really down to the middle. While even the top online marketing institution: Search Engine Marketing Professional Organization (SEMPO) includes search engine optimization (SEO), most of the Marketing Agencies who are providing the service to the customers would do a very basic onsite SEO, and pour the clients budgets in the paid search advertising. Google AdWords Pay per Click (PPC) program, would in most cases take at least of 80% of the search marketing budget.
So although in theory the Search Marketing should include the SEO, the reality is that if the client doesn’t specify exactly what they are looking for – most of their money goes to PPC. This is excellent for any short term, once off publicity campaign. It is great for a rock concert ticket sales or political activists in a month before the election (and silent for the next 4 years). But for a site where you need a constant stream of new web site traffic, and you plan to run the site for more than a month or two – Google AdWords or any other PPC is probably your worst enemy. It is quick and seductive because it delivers within hours. But it will also drain your budgets if not planned properly, and leave no funds left for the SEO.
The Search Engine Optimization on the other hand is extremely slow (in Interment marketing time). Some search agencies will tell you that you have to wait for months for the results! It is not measurable up front, and a lot of SEO experience is required to properly plan the SEO budgets.
So next time you think of ordering the search marketing services, think about what your goal is (long term or short gain), and ask your search marketing company where in the SEM will they spend your money in – Is it PPC or SEO?
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