You have a website, a domain, and a great offer. The only thing you lack is customers. As the days go by, you begin to notice that what you thought was a great search engine marketing plan is not so great. Your website feels like a ghost town. There are no readers, only you and your lonely blog posts. We feel your pain.
Not seeing any improvement in traffic and ROI can make even the most optimistic small businesses in Houston pessimistic. We have been there, and so have most of our clients.
This is why many have asked us to help them with their website marketing, and wipe away those tears. Because we want your search engine marketing (SEM) to be successful, we have put together this post. To point you in the right direction, and jump clear away from those dangerous pitfalls that have slain many mighty warriors!
What is Search Engine Marketing (SEM)?
Search Engine Marketing (SEM) is a form of Internet marketing that encompasses both search engine optimization (SEO) and paid search activities. In its full application, SEM integrates both SEO and advertising to increase Houston small businesses’ online presence through keywords, paid search ads, and other SEO marketing activities.
Search Engine Marketing is the New “Just-In-Time Marketing”
The thought of search engine marketing often leads small businesses in Houston to think of keyword searches and other pay-per-click advertisements. While both of these are great ways to do SEM, they are only a tool. To reap its full profits, you need to do more than just keyword stuffing and paying for ads.
The best thing about SEM is its timeliness. An effective search engine marketing plan in Houston, or anywhere else for that matter, is about giving your readers the best information at the best moment.
This means you need to (1) recognize the need, problem, and question people have in your niche; (2) provide clear solutions; (3) and make what you have to offer available even before people type anything in the search engine box.
Search Engine Marketing is Personal
Put yourself in the shoe of the public. Think like them so you could market in a way that appeals to their personal needs. Plan your keywords and keep popular and relevant terms and phrases in a journal so you will know what is “hot” on the market right now.
When you write, write naturally. Use active sentences and words that are easily understood by an average person. Be humorous. Tell stories and use analogies from real life experiences to engage your audience.
Search Engine Marketing is More Than Words
There is no doubt that words are important in SEM. But because search engine marketing is about content, the images you use, the videos you make, and even the links you endorse all make a lot of difference.
This is called “blended” search
Blended” search is about blending all kinds of web results together. The search results you see is the combined results gathered from words (or text), news, video, image, and so forth. This is why a great SEM strategy includes not only “search by words,” but also “search by visuals.”
As Ann Smary, founder of MyBlogU and Brand Manager at Internet Marketing Ninjas, writes, “Ever since Google introduced “Search by image” (“Reverse image search”) feature … the search giant has been paying more attention to the visual variety of its image search results … If Google can’t find a new-looking image of you or your business, it will show something vaguely related which can often pose a threat to your brand integrity.”
To make sure that your brand is recognized by Google and people in your target niche, you need to have original and unique images that represent what you do. Host your images on your own website (on your home page, about me/us page, and even blog posts).
Also try to use the same logo and pictures of you and your team on all social media profiles. That way the search engine crawlers and searchers will have a clear picture of you and your services.
Go Out and Get Them!
SEM is a double-edged sword that allows you to market your goods and offers through search engines. When done right, SEM helps you to connect your goods and services to your target niche and drives relevant traffic to your website 24/7.
Contact ProEngage Local to craft a killer search engine marketing plan. We will give you a free consultation and help you choose the best plan to upgrade the influence of your brand.