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Q. What is Search Marketing?

A. Search Marketing (SEM), also known as Pay-per Click (PPC), is a process whereby a website owner bids for certain keywords or keyword phrases that will draw visitors (potential customers) to their site. There is already a process called 'Search Engine Optimisation' (SEO), which utilises a number of elements that make up a site's web pages.

When a web user inputs a search word or phrase that corresponds to a particular keyword or phrase that is contained somewhere on a web page, then then Search Engines will return information and a link to that site and other sites' web pages that might be relevant.

These results are known generally as 'organic' - based on the fact that Seach Engine robots crawl literally millions of Websites and get all the information indexed. Usually, the best way to get a Website indexed is to submit its' 'URL' (or web address) to the Search Engines on a periodic basis. Given that there are literally billions of web pages to process, it can take several weeks (there are methods that will reduce this delay to a couple of weeks or less - mprc Web Services uses these in its SEO programmes), before a new site gets indexed and starts to appear in the results.

This is where Search Marketing comes into its own.

When you have been searching for product or service information, we are sure you will have noticed that some Websites always appear first on each page of results. These are usually known as 'Sponsored links'. Also, you may have noticed text based adverts (mostly) on the right hand side of each results page. These are another form of Sponsored link.

Search Marketing works on the principle that Website owners bid on a Cost per Click (CPC) for relevant keywords and phrases that will attract visitors and potential customers to their site. Using a method of advertising (Google's version is called Adwords™), campaigns can be run, bidding up to a maximum value 'per click' for certain keywords and phrases most likely to be input by web users searching for a product or service. The higher the 'bid' for a particular keyword or phrase, the more likely that the Sponsored link or text advert will appear at or near the very top af the first page of results.

The beauty of the system is that:

a) your site will appear in the results almost instantly.

b) unless the searcher actually clicks on your sponsored link or text advert, then you don't have to pay anything!

On the other hand, assuming that the searcher does click on your sponsored link or text advert, then you will be charged up to the maximum bid you were prepared to make for this search term. The searchers will clearly want to see what they are looking for on your site and it will be up to you (or of course your web management company - mprc Web Services for example), to ensure that not only what you have is relevant to the searchers' needs and requirements but also be available at a cost that they are happy to pay!

When and why might I need SEM?

A. If you have:

• a new site that cannot wait for the organic process to kick in.
• an established site re-launching.
• an established site launching or re-launching a product or service that needs to get off the ground very quickly.
• an established site making special short term offers and promotions, which might have run their course by the time the Search Engines get around to indexing any new content - it's also true that out of date information can take a while to 'disappear' from the organic results - you wouldn't want to be advertising defunct deals and promotions!

Then you may want to consider SEM as an option.

Beware however, that just using SEM to get your site noticed and using keywords and phrases that are either highly competed for by other bidders or, so generic that a lot of irrelevant and false clicks are generated, then your costs could spiral out of control and the return on your investment (ROI) greatly diminished. mprc Web Services are expert in running PPC campaigns for Website owners and we can help you drive the most relevant and cost effective traffic to your site.

Q. What options do I have?

SEM is great for events such as those highlighted above but the one big drawback is that when the money runs out and you close your campaign, your Website is likely to 'disappear' from search results just as fast as it appeared in the first place. The Search Engines do not index sites very quickly of their own accord. This is where a combined SEO/SEM programme can prove highly successful and cost-effective.

Firstly, your site gets optimised to be 'Search Engine Friendly'.

Secondly, through a programme of regular site submissions to the Search Engines, your site will begin to get ranked high up in the organic results.

Combined with a relatively short term (3-6 months maximum) SEM campaign, your site will be found regularly both in Sponsored links and organic results. There is an additional benefit of your site being more credible to searchers, as it will be appearing in both Sponsored links AND organic results. Over time, unless there is a requirement for short term promotions etc., then SEM can be reduced or dropped as the organic results produce for your web site lead naturally to more traffic. mprc Web Services have a range of management plans that can be tailored to your needs.

Want to know more? Get in touch, by phone (0845 474 0165, M-F0900-1700UK), by email, or fill in the enquiry form and we will get back to you promptly.