What is Search Engine Marketing and its importance in Business

Why Websites Have Become The Business Deciding Factor
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SEM or Search Engine Marketing is the most profitable marketing approach that helps your brand draw targeted sales leads with increased ROI. It is the paid method to boost your brand visibility or website rank in SERP through search engine paid advertisements like Google Ads, Bing ads, Yahoo ads, etc.

SEM also has an unpaid marketing strategy which is referred to as Organic SEO. It involves developing quality content with focused keywords, phrases, Meta descriptions that need to be readable and relevant to the business to drive the targeted prospects.  

SEM in Singapore is a very powerful and expensive way of drawing web traffic as 90 percent of the population are dependent on search engines for any kind of local business. Due to this reason, Singapore also tops in Google Advertisements. So how this SEM process actually works? The following points will illustrate the strategies.

Strategies for Search Engine Marketing (SEM)

a) Understand your customers

Before diving into the SEM practices, first, understand the market position of your business or brand. Analyze how it is going to benefit the customers, what are the expectations and needs of your targeted customers, who are your competitors, and your website ROI metrics like traffic, sales, website ranking, etc.

b) Select the right keywords

The next step of SEM is to choose relevant keywords for your business. You can do it best by using Google’s keyword searching tool. Enter a generic keyword for your business to generate a list of new keywords and see which ones are drawing the maximum traffic. Incorporate them into your online websites, contents, blogs, and webpages. Your online content should be precise, crisp and informative for the site’s optimization.

c) Site Indexing

After optimizing your site with the right keywords, meta tags, descriptions, you need to index all pages of the site by search engines to make it visible in the online platform.

d) Generate Inbound Links

Developing links to your site from other website or content is a very popular way to drive web traffic by SEM. You can go for the online blogs, press releases where you can use the site links or even generate referral links by guest blogging, vendors, clients or trusted customers to your website.

e) PPC Campaigns

Pay per Click ads and PPC campaigns are the heart of SEM that you can do through Google Adwords. The costing is like- PPC= Advertising cost + No. of Ad clicks. You need to bid on each keyword you want the ads to be generated for and pay to Google Adword from the advertisement pack. As soon as the users start clicking on the ads, Google charges an amount for each keyword based on its demand. To run a PPC campaign effectively, you need to look for the following factors:-

  • Monthly Budget
  • Per Day Budget
  • Geotargeting Measures
  • Keyword list
  • Ad copy having the following things:-

          a) Ad heading (25 chars)

          b) 1st and 2nd Description line (35 chars each)

         c) Display URL (35 chars)

         d) Destination URL (1024 chars)

         e) Landing Page URL and design

f) Monitor the progress

The final step of SEM is all about monitoring the progress of the PPC campaigns through Web Analytics tool. It analyzes factors like CPC, CPR, Bounce Rate, Impressions, Clicks, and ROI to determine the success rate.    


SEM is a must requirement for every business to make their online visibility stronger but, it yields the outstanding results when coupled with SEO approaches.

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Paschal Okafor is NaijaTechGuide Team Lead. The article What is Search Engine Marketing and its importance in Business was written by NaijaTechGuide Team. The article was last modified: February 12th, 2022
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