First things first, lets cover the Internet Marketing Basics.  One question that may come to mind might be “What is Search Engine Marketing?”  In this posting, I’m going to help you answer this question and discuss some industry “lingo” that is commonly used.  Whether you plan on running your own Search Engine Marketing efforts or if you’re going to get this service outsourced, you need to know how to “talk the talk”.  So lets get into in.

SEM - Search Engine Marketing:  This is a broad term for any marketing efforts undertaken to increase a website’s presence on a Search Engine Results Pages.

SERPs - Search Engine Results Pages:  These are the subsequent listings, either paid or unpaid, that show up after a user enters a keyword into search box of a Search Engine.

PPC - Pay Per Click:  This is a type of SEM in which an advertiser utilizes Paid Ad Listings (Sponsored Links) to drive traffic from another website to your website.  Advertisers bid on an auction basis for gain higher positioning on the SERPs. 

CPC - Cost Per Click:  This is the amount an advertiser pays for each click on their Paid Ad Listings.  This amount will always be equal to or less than the amount you are bidding for a particular keyword. 

SEO - Search Engine Optimization:  This is any attempt to increase your ranking on the SERPs for site-related keywords through the use of Organic or Natural Unpaid Search Listings.  Some SEO strategies include adjusting a website’s structure, related content, and relevant backlinks. 

PI - Paid Inclusion:  An advertiser can choose to pay to have their website ranked on a Search Engine through Paid Inclusion.  This SEM method will get a site listed on the SERPs it does not guarantee any positioning and may include additional costs on a CPC basis in addition to the initial inclusion costs. 

SMO - Social Media Optimization:  This is a viral SEM method that utilizes online social communities to promote the Advertiser’s website or message.  Through the placement of content or ideas on these sites the Advertiser attempts to spread their message virally and increase visibility through online “word of mouth”.   Some popular online social communities include MySpace, YouTube, Del.icio.us and Digg. 

This site will, for the most part, be dedicated to the discussion of Pay Per Click SEM since this is the core focus of my expertise, but I will touch on all of these subjects from time to time. 

Search Engine Marketing can be an invaluable addition to any company’s Integrated Marketing Campaign, but you need to learn to crawl before you walk and getting to a full sprint takes continuous learning, the right tools and expertise.  I’m here to help you on your way so feel free to ask me any questions that will help you get the most out of your SEM efforts.

So Say The Internet GateKeeper!

Jared Schroder

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