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Search Engine Marketing (SEM) Frequently Asked Questions
Anvil is often asked to explain search engine marketing (SEM) strategies, tactics and benefits. The following frequently asked search engine marketing questions are a compilation of years of experience.
What is search engine marketing?
Search engine marketing is an umbrella term referring to all activities utilized to generate visibility in search engine results in order to increase revenue. Common strategies and tactics include search engine optimization (SEO), search engine and directory submission, link development, pay-per-click (PPC) management, shopping feeds, affiliate marketing and online public relations (promotion via blogs, ezines, threaded forums, newsgroups, discussion lists and chat).
Why should I care about search engine marketing?
Research indicates that a high percentage of the developed world is online, so the odds your potential customers, partners, employees and shareholders are also online is very high. Not only is search engine marketing one of the fastest growing and popular new marketing channels available, it’s also the most cost-effective (as compared with both online and offline channels like email, direct mail and broadcast). Search engine marketing both an excellent avenue for brand-building and cost-effective at generating leads and online sales. If your company doesn’t currently have a search engine marketing strategy, you’re behind the curve.
Do a search for your own company, competitors and industry terms and see for yourself.
How do I determine if search engine marketing is right for my company?
Unless your company is headquartered in a cave and your customers are other cavemen, it’s very likely that your company will benefit from some aspect of search engine marketing, whether it be search engine optimization (SEO) or pay-per-click (PPC) advertising. Regardless of whether you are interested in generating awareness, new recruits, strategic partners, investors, leads or sales, search engine marketing offers an opportunity to improve your bottom line. A quick assessment by professionals (like Anvil) will help clarify the need and fit.
How do I get started with search engine marketing activities?
The easiest way to get started with search engine marketing efforts is to contact Anvil. If you prefer the do-it-yourself approach, or would like more information before moving forward, we recommend downloading our free search engine optimization (SEO) white paper and read our SEM blog, which contains a variety of links to search engine marketing industry news and resources.
How do I measure the success of search engine marketing efforts?
Search engine marketing efforts are highly measurable. If your objective is to generate awareness, you can track “impressions” and “clicks” on organic and paid search engine listings. If your objective is to measure brand preference or performance of text ad creative, you can measure “click through” and “conversion” rates. If your objective is to generate qualified leads, you can track online registrations (for newsletters, events or white papers), downloads (trials or demos) or email inquiries. If your objective is sales, you can track ecommerce sales or offline sales via printable coupons or phone call tracking.
How do I determine if I should manage search engine marketing activities in-house or outsource to an SEM vendor?
Generally speaking, most companies prefer to outsource their search engine marketing efforts to SEM professionals to ensure their programs are properly managed and remain cutting-edge. Larger companies tend to have an in-house resource like a Webmaster or Internet Marketing Manager who is responsible for implementing search engine marketing programs, but often times, this person outsources the day-to-day SEM activities to a trusted vendor to free up their time educate and manage internal resources, develop long-term strategies and to create optimized content. Factors influencing the decision process include objectives, timeline, available marketing budget and internal resources.
What criteria should I use to evaluate an SEM vendor?
There are a few key criteria utilized to evaluate search engine marketing vendors. The following are just a few of the most important: length of time in business, collective industry experience, number of employees, number of clients, size of clients, client and employee turnover, depth and breadth of service offering, pricing, proprietary services, industry credibility, client testimonials, success stories, strategic partners, philosophy and process. Look at their client’s visibility versus their own, as “search engine marketing” is a highly competitive term, and those that perform well probably have a little too much time and not enough client work to keep them busy. Be sure to ask for references if they don’t have testimonials and success stories.
Why would I choose Anvil Media, Inc. for search engine marketing services?
Anvil Media, Inc., based in Portland, Oregon, has focused exclusively on providing search engine marketing services to clients for over 5 years. Collectively, Anvil has over 25 years of search engine marketing experience. Anvil is the Northwest’s largest and fastest growing privately held search engine marketing firm and serves over 40 clients ranging from startups to Fortune 250 companies. Anvil has one of the lowest client and employee turnover rates in the industry and offers a broad array of services including proprietary market research and detailed reports. Visit the Clients section to see what Anvil clients are saying about Anvil and view search engine marketing case studies. Anvil offers flexible pricing for search engine marketing services, based on objective, timeline and available resources.
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