Search Engine Marketing
What Actually Is SEM & SEO?
SEM Is An Acronym For 'Search Engine Marketing'.
This covers almost every area of web related or on‐line marketing. In an era where traditional marketing is
getting continually more expensive yet less effective by the day, we need to look carefully at where the
commercial market‐place is going. Without a doubt, an on‐line presence is now absolutely essential to every
business that retails any kind of product or service. But simply having that on‐line presence is not enough.
Customers HAVE to be able to find you!
Picture a new retail premises opening up shop: They've spent a fortune on stock, fixtures, merchandising and
systems. They open the doors; and suddenly discover they're in a tiny backstreet, 3 miles out of the city centre
on the 4th floor, and the road outside is closed due to a diversion, plus they've done no advertising that tells
anyone where they are... What kind of sales do you think they'll manage?
This is exactly the scenario for 99% of ALL commercial web sites in existence.
The internet has dramatically changed the shape of modern marketing. Ten years ago, as everyone was getting
on the bandwagon, there was an idea that everyone needed a web site. Businesses scrambled to get
themselves an online presence, often spending tens of thousands to create fancy graphical sites as web‐
designers happily lapped up the new business. Then everyone started to notice that they weren’t getting any
traffic to their site. There was a belief that if you built it, they would come. But unfortunately, this turned out
to be completely false...
Modern internet marketing requires a fundamental shift in thinking from traditional marketing. A traditional
marketing guru would tell you that your web site is your online catalogue or advert of services, and that you
will need to uti