An SEM strategy is especially necessary for online stores, which must generate significant traffic to increase the conversion rate of a website. Positioning at the top of search results can greatly increase the number of visitors as well as optimize targeting. Efficient SEM optimization results in better referencing and is carried out using different strategies.
SEM is a branch of online marketing and aims to increase the visibility of a site on search engines. SEM includes both SEO (Search Engine Optimization) and SEA (Search Engine Advertising).
How does SEM work?
Search Engine Marketing is considered today to be the main channel for Online Marketing. The reason? SEM differs from conventional forms of advertising. It is a process broken down into several techniques, such as with sponsored links (SEA, or paid referencing), or even natural and free referencing (SEO).
SEM is a form of pull marketing, unlike push marketing. Push is the traditional form of marketing that involves pushing a product towards the consumer. The consumer does not necessarily think of buying your product, it is up to you to create a need at home. In the case of SEM, this is a pull marketing, that is to say, "pull" the customer to your product. In this case, the customer searches for specific information according to his needs. The purchase intention is already present, unlike pull marketing. SEM, therefore, makes it possible to generate highly targeted advertisements that are perceived more positively by Internet users. Adopting a marketing strategy on search engines implies less loss than on traditional channels because SEM makes it possible to generate very targeted advertisements and perceived more positively by Internet users.
Search Engine Marketing on Search Engines
In most countries, a search engine dominates the market: Google. The Californian giant has more than 95% market share in France. Next to this monopoly, competitors such as Bing and Yahoo appear pale. It is for this reason that the natural SEO strategy in France mainly focuses on adapting to Google’s SEO algorithms. On the American continent, Microsoft's Bing search engine has a larger market share, between 10% and 30% depending on the sources. Russia and the People's Republic of China are an exception to Google. These two search engines are specific to these two countries and are leaders in their market, Yandex for Russia and Baidu for China respectively.
What is the difference between SEA and SEO?
SEA and SEO are two separate branches of Search Engine Marketing. The objective is identical: to optimize its website to increase traffic (number of visitors). However, the tools used in SEO and SEA are different. SEA is advertising for search engines. This technique makes it possible to reach the first page of Google Search instantly, but this referencing is not free. SEO is a so-called "natural" SEO technique. We are working on optimizing the site for the long term. SEO offers a wider range of tools, allowing you to improve your SEO for free on search engines.
Online Marketing (SEM) via Search Engine Advertising (SEA)
Since Google has a monopoly on the search engine market, the SEA is mainly composed in France of online ads sponsored by Google Ad-Words. Next to traditional search results and thanks to keyword offers, sponsored results appear at the top of the page as well as on the right side of the browser window and are marked as such. This form of expensive marketing for businesses is one of the main sources of income for the majority of search engines. For Google, the profits generated by paid advertising on Ad-Words represent more than 95% of its revenues. However, the Californian giant does not charge a fee for the simple act of publishing advertisements online. Google Ad-Words is based on a bidding and cost-per-click (CPC) system. Most people new to Ad-Words use the "basic CPC bidding strategy, which means they base their costs on the number of clicks on their ads." Google Ad-Words
How often paid ads to appear depends on the advertiser’s budget. In order for users to be directed to relevant search results, the prioritization of Ad-Words paid ads is determined by the quality level (Quality score). This system, developed by Google, assigns a high level of quality if it considers that the ad and the landing page are "relevant and useful from the point of view of the viewers of the ad". Google Ad-Words, Know how to check and interpret your quality level.
Natural referencing (SEO).
When an administrator wishes to increase his visibility by means other than paid advertising, he can use natural referencing (SEO). This process is more complex and longer to implement than the SEA. Learn more about how SEO works by continuing to read the article on "The Basics of Search Engine Optimization".
There are two forms of optimization in SEO: on-page and off-page. For on-page optimization, a web page is designed to make it easier for search engines to read. Off-page optimization uses above all the methods of link marketing (i.e. all the efforts made to obtain links from complementary partner sites leading to your page).
On-page optimization measures: optimization of the content of the web page by focusing on its informative quality, the relevance of the choice of keywords, the layout, and the technical aspects. Good optimization of the tags is also necessary because they inform the search engines on the subject of the analyzed page and also make it possible to communicate with the Net surfers outside your site. These tags include the header, HTML tags, and internal links.
Off-page optimization measures: this aims to increase the popularity of your page by optimizing the content of the web page via external links. Their qualitative and quantitative aspects must be taken into account. The awareness and relevance of a page are important factors. These links, called backlinks, allow you to navigate from site to site. The more backlinks a site has, the more likely it will be visited and therefore be quickly referenced by search engines. The popularity of the site on social networks is also an important factor, these are the "Social Signals".
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