Search engine marketing (SEM) and optimization (SEO) have come a long way since pop-up advertising. In today’s online marketplace, the rules and structure of search engine marketing changes on a daily basis – making it easy for some to get left behind.
Bruce Clay, an SEM industry specialist, says that the industry is growing by leaps and bounds. Not only do Google’s algorithms change faster than this article can be read, links are evolving, and search results are not set in stone. In addition, the social media movement has taken search engine marketing by storm, heavily impacting how companies reach the masses.
As social networking sites like Twitter and Facebook continue to grow in popularity, businesses are beginning to see their true value. Slowly but surely, people are starting to take notice of how much these types of portals can impact search engine results.
According to Clay, there are two different types of people who utilize the social media outlets for the search engine marketing. The first type of user taps into the Pay-Per-Click (PPC) ads, which drives traffic to their website and helps develop brand awareness.
The second type of social media marketer taps into the SEO benefits by encouraging others to link to their site, thereby strengthening their web ranking. This method is effective in reputation building and management. While rule of thumb is that PPC and SEO go hand in hand, so do both uses for social media. If marketers opt for one method over the other, they will inevitably miss out on valuable. Just as SEO and PPC are more effective together, using both camps of social media are equally important. He says marketers will miss out on valuable prospects.
Link building is another avenue that has altered over time. Clay says social media has changed the way people ask for links or accepted links by building a social relationship by stimulating a person’s curiosity. Clay believes link magnets are the best approach because marketers produce favorable content that people want to link to.
Search engines vary from large to small, but Google is by far the largest and most influential. Clay says that the search engine giant offers more by way of maps, options and search engine results pages (SERPs). He thinks that users will soon have the ability to switch on or off live feeds and media such as video and image.
Google is on a constant quest to upgrade and update, having also put efforts into figuring out how search engine marketers think and behave, possibly changing the face of search results as a whole. Clay feels these new methods will take control and traditional SEO will lose its efficiency.
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