It’s Time To Invest In in (SEM:GOOG) – Social Search Engine Marketing For Google
Before Search Engine Marketing (SEM) web developers and publishers followed the rules of SEO, or Search Engine Optimization. Times have changed. PR in Google has advanced. Marketing on the internet is now more than ever, an “Art-Form.”
What Is SEM?
Search Engine Marketing is the direct progression and evolution of Search Engine Optimization (SEO). What SEM entails is, that act of preparing, polishing, and testing the format of your website, along withs its overall ascetic appearance. In addition, SEM all encompasses all forms of PR (Public Relations). PR meaning, Social Media Marketing (Twitter, Facebook, YouTube, Digg, StumbleUpon, Etc.), article writing, Directory Indexing, Press Releases (PR’s), and most importantly, content management. Since SEM is the evolution of SEO it does look the same on the outside. However, when we engage in the process of Top-Down analysis we learn that there is one major difference between SEM and SEO; Quality Control.
Think of it this way, objectively speaking: What Is SEO? On the surface, Search Engine Optimization is the “Act of Optimizing A Search Engine.” This is a false statement, web publishers, PR agents, Publicists, developers, etc., all do not “Optimize Google!” They optimize their individual websites and the content associated with it.
This then brings me to my next question, “What Is SEM?” Search Engine Marketing must then be the act of “Marketing” for a search engine. It even makes more sense when you say its name. Simply put, SEM is what we really are doing when we engage in content management and PR exposure.
SEM & The New Google:
Why switch to SEM? Google has released several updates to their search engine’s algorithm, “Panda.” (Google Blog, 2012). These new additions are only “several of 500.” (Google Blog, 2012) These updates call for new methods of marketing and PR to be implemented. The old ways of “SEO” are slowly becoming useless. Personally, I think that they can easily knock out every website that has utilized the obsolete method of SEO tomorrow. They are most likely being the new guys and giving publishers some time to revamp – after all, people have spent thousands of dollars on Search Engine Optimization. “Thank You Google”
To some people, the switch to SEM from SEO is their worst nightmare. For others, it is a blessing. It all depends on your perspective: “Glass Half Empty?” – I wish you the best of luck. Glass Half Full? – Let’s join forces with “Panda.”
If you happen to fall into the category of the old SEO PR developers, do not fear. All is well and a solution is within your reach. If you are new to online viral marketing, then you too are also in luck. What’s more, is if you are a freelancer or author – you are in for a mighty treat, as I am about to bring you into a world of knowledge and understanding that will unlock the doors to all of your dreams.
Merry Christmas – A Gift From Google:
Google has posted on their Official Blog, the brainstorming questions that make up the new “Panda Algorithm”. Naturally, they will never give out their exact search criteria. What they have done instead is to grant exclusive exclusive access into the minds of Google’s heart and soul, their Research & Development Team. This is the exact content from Google Themselves (Google Blog, 2012):
. Would you trust the information presented in this article?
. Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature?
. Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?
. Would you be comfortable giving your credit card information to this site?
. Does this article have spelling, stylistic, or factual errors?
. Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines?
. Does the article provide original content or information, original reporting, original research, or original analysis?
. Does the page provide substantial value when compared to other pages in search results?
. How much quality control is done on content?
. Does the article describe both sides of a story?
. Is the site a recognized authority on its topic?
. Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don’t get as much attention or care?
. Was the article edited well, or does it appear sloppy or hastily produced?
. For a health related query, would you trust information from this site?
. Would you recognize this site as an authoritative source when mentioned by name?
. Does this article provide a complete or comprehensive description of the topic?
. Does this article contain insightful analysis or interesting information that is beyond obvious?
. Is this the sort of page you’d want to bookmark, share with a friend, or recommend?
. Does this article have an excessive amount of ads that distract from or interfere with the main content?
. Would you expect to see this article in a printed magazine, encyclopedia or book?
. Are the articles short, unsubstantial, or otherwise lacking in helpful specifics?
. Are the pages produced with great care and attention to detail vs. less attention to detail?
. Would users complain when they see pages from this site?
You can easily see the areas that Google is attacking in order to bring users the pinnacle of content quality. They are determined to operate by their Co-founder, Larry Page’s, vision – “A search engine that was perfect; he described it as something that “understands exactly what you mean and gives you back exactly what you want.” (Google Blog, 2012)
“SEM” And You?
How Search Engine Marketing applies to you. Well, it all depends on who you are and how you are reading this article, your global perspective. If you are a person who was using SEO you will take this information one way. Someone who is new to marketing and PR will start off with a blank slate. They will be able to utilize my “PR How To” Tips, Social Media Marketing Methods, and other “Tricks of the Trade” with great ease and extraordinary success. If you happen to be that lucky freelancer, author, writer, blogger, or journalist, like I said before, ” You have stumbled onto a gold-mine.”
Remember, how you take this information, how you apply it, and what it means to you (value wise), is key!
Basic Principals of SEM:
There are several basic principals and rules to Search Engine Marketing.
1) Content Quality Must Be Of The Highest Regard
2) Website Development Must Be In-Depth & Ascetically Pleasing
3) Pay Attention To Credibility Factors
4) Leverage All Social Media [Most Important]
These four principals are just broad subject areas are SEM. However broad they may be, their proper implementation is vital to the success of your website, its viral marketing campaign, press release & publicity awareness factor, and its overall relationship with Google itself.
SEM & Promotional Content:
Traditionally, SEO operators would take little to no regard as to the quality of content promotion. By content promotion I am referring to all forms of PR, article marketing, posting, commenting, press releases, blogs, etc.
With Search Engine Marketing Publicists and Web Developers now how to follow a certain format if they wish to achieve proper Google rankings and obtain traffic. As you may have read from above, you promotional content must be of the highest quality and answer each of those questions successfully. This will yield a higher ranking from Google’s Panda Algorithm.
SEM & Social Marketing:
One of the most important areas of online viral marketing is the utilization of Social Media Network websites. These websites have huge impact on Google and Panda. Social SEM also happens to be one of the most simple, however trickiest areas of marketing around. Simple because of its structure and implementation. Tricky because of the amount of networks, intra-network linking, and content management; on top of the fact that you must be socially engaged in each network, or I should say, each community.
Let’s take Twitter for example purposes. It doesn’t take much to get an account or even start to obtain followers. The problems arise when you try to break several hundred followers. Without proper knowledge of Twitter and how to use it, a person who is attempting to market their website, brand image, art, writing, etc., will hit a brick wall.
As an SEM marketer and Social PR agent for yourself, you have to learn how to leverage such websites as Twitter, Facebook, Youtube, Digg, StumbleUpon, etc., After mastering each site individually, one can then engage in the linking, or connecting, of Social Networks. Each network’s website easily connects to one another. You can also load them all into your blog.
Progressive SEM:
Search Engine Marketing is so much more than just following Google’s simple rule-set. It is the art of marketing, marketing online. Traditionally speaking, if you wanted to become a Marketer for a major corporation like Pepsi or Coke, you have to go through a plethora of rigorous courses, get a degree, and get hired. You then had to be good at your job so as to keep it. Today, if you want to promote yourself, your work, your business, or just promote another for that matter, you must become a self-taught online marketing professional. Look at press releases, they use to kept only in periodicals. Now, press release websites are all over the web. They not only are useful, but are necessary to promote what ever it is that you are promoting.
(Source, googlewebmastercentral.blogspot.com)
Official SEM Twitter Marketing Guide
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