What is worth knowing about SEM
Posted: Wed Dec 04, 2024 9:49 am
We can assume that if you are reading this text, it means that in one way or another you use the Internet to generate income - as a business owner, salesperson, marketer, it does not matter what position you hold - what matters is that you directly or indirectly generate income using the Internet for this purpose.
Case study
We recently analyzed the marketing activities of small and medium-sized companies and noticed that in most cases these activities are directly focused on increasing revenues , which is done by increasing website traffic .
This does not surprise us at all and we are sure that this is money optimally invested.
Why
Assuming that the website of our company (our business) is modern and appropriately encourages the use of our products or services, the main goal of our promotional activities algeria b2b leads will be to attract potential customers to the website , because this is the only way we can sell more.
Why? By looking at the traffic statistics on your website and relating them to the revenue generated by the website (queries/signed contracts/sold products), we know exactly how many visits are needed to generate 1 PLN of revenue. In other words, for X visits to the website, we sell Y products/services - which generates XYZ PLN of revenue.
Therefore, by increasing X, we correspondingly increase Y. It is simple and every entrepreneur understands it, which is why companies with a modern website mainly focus on marketing that involves attracting users to the website.
The most common marketing activities are:
launching and running AdWords campaigns
purchasing databases and sending targeted mailings
website positioning.
These are actions that almost every entrepreneur takes. In most cases, these actions pay off with interest.
They have one drawback.
These are activities which, given their scope, do not enable us to strengthen our position on the Internet without maintaining expenditure at a given level.
Our competition is doing the exact same thing, which is why our AdWords rates keep going up, and our site is moving very slowly in Google for the most important phrases.
What is the conclusion from this?
By continuing the same actions we cannot expect different results. If we expect that by continuing the same actions something unexpected will suddenly happen, e.g. our website will suddenly jump to the TOP3 for the most competitive phrase and thus the traffic on our website will increase by 300%, it is equivalent to expecting a miracle.
The only sure way to improve our statistics in the area of ​​generated revenues is to increase spending on the above-mentioned activities. But is it sure?
Unfortunately, there is a risk that an increase in these expenses by 300% will not result in a 300% increase in revenues. Statistics do not always work linearly, otherwise marketing would be a trivially simple discipline in which the generated revenues are determined by the amount of the budget spent on marketing activities, which is of course not true.
If you want to increase your competitive advantage and strengthen your position on the Internet without having to increase your marketing expenses, below you will find one way.
Google addicts
Of the three most popular marketing activities listed above, two activities focus on the Google search engine. Why? Because if we want to generate leads - conversions that translate into revenues for our company - activities in Google are the best in terms of ROI, or return on incurred expenses.
Assuming you are now aware that we are largely dependent on Google and forced to accept this fact, we should use this knowledge to our advantage.
What you need to know about search engine marketing - SEM:
Traffic on our website is generated by Google - natural positioning, commissioned positioning, AdWords ads, however, we can relatively quickly influence the amount of traffic generated only in the case of AdWords ads - by optimizing ads and increasing the budget
The amount of traffic generated from natural results depends on the quality of our website (technology, SEO optimization) and the amount and quality of content that can be found there
Google publishes significant changes to the search engine algorithm and dozens of updates to existing algorithms on average every 2-4 years. Each change in the algorithm causes larger or smaller changes in the index.
The last two major algorithm changes - Panda (mainly concerned spam on pages) and Penguin (mainly concerned over-optimization of pages) - caused thousands of pages to disappear from the index and thousands more to drop so much that their traffic dropped several times.
If your website or the company responsible for its positioning violates Google guidelines - the next algorithm update may cause the page to drop in the ranking (filter) or be temporarily excluded from it (ban) and thus the traffic on the page will drop drastically.
The competition has quite effective SEM tools that it can use against us - Negative SEO - actions aimed at lowering / excluding our site from the ranking. Update Penguin largely takes into account the quality of the "environment" of our site, including links from suspicious sites. The competition may be responsible for such links.
Google has always put content first. Recent algorithm modifications have confirmed this even more, that valuable content is the most important thing for Google. Therefore, in the coming months we can observe changes in strategy towards content marketing. This is being talked about more and more in foreign SEO/SEM portals and discussion forums, so it is quite likely that soon there will be a gradual departure from strategies balancing on the border of white / black hat SEO towards strategies focusing on content.
Case study
We recently analyzed the marketing activities of small and medium-sized companies and noticed that in most cases these activities are directly focused on increasing revenues , which is done by increasing website traffic .
This does not surprise us at all and we are sure that this is money optimally invested.
Why
Assuming that the website of our company (our business) is modern and appropriately encourages the use of our products or services, the main goal of our promotional activities algeria b2b leads will be to attract potential customers to the website , because this is the only way we can sell more.
Why? By looking at the traffic statistics on your website and relating them to the revenue generated by the website (queries/signed contracts/sold products), we know exactly how many visits are needed to generate 1 PLN of revenue. In other words, for X visits to the website, we sell Y products/services - which generates XYZ PLN of revenue.
Therefore, by increasing X, we correspondingly increase Y. It is simple and every entrepreneur understands it, which is why companies with a modern website mainly focus on marketing that involves attracting users to the website.
The most common marketing activities are:
launching and running AdWords campaigns
purchasing databases and sending targeted mailings
website positioning.
These are actions that almost every entrepreneur takes. In most cases, these actions pay off with interest.
They have one drawback.
These are activities which, given their scope, do not enable us to strengthen our position on the Internet without maintaining expenditure at a given level.
Our competition is doing the exact same thing, which is why our AdWords rates keep going up, and our site is moving very slowly in Google for the most important phrases.
What is the conclusion from this?
By continuing the same actions we cannot expect different results. If we expect that by continuing the same actions something unexpected will suddenly happen, e.g. our website will suddenly jump to the TOP3 for the most competitive phrase and thus the traffic on our website will increase by 300%, it is equivalent to expecting a miracle.
The only sure way to improve our statistics in the area of ​​generated revenues is to increase spending on the above-mentioned activities. But is it sure?
Unfortunately, there is a risk that an increase in these expenses by 300% will not result in a 300% increase in revenues. Statistics do not always work linearly, otherwise marketing would be a trivially simple discipline in which the generated revenues are determined by the amount of the budget spent on marketing activities, which is of course not true.
If you want to increase your competitive advantage and strengthen your position on the Internet without having to increase your marketing expenses, below you will find one way.
Google addicts
Of the three most popular marketing activities listed above, two activities focus on the Google search engine. Why? Because if we want to generate leads - conversions that translate into revenues for our company - activities in Google are the best in terms of ROI, or return on incurred expenses.
Assuming you are now aware that we are largely dependent on Google and forced to accept this fact, we should use this knowledge to our advantage.
What you need to know about search engine marketing - SEM:
Traffic on our website is generated by Google - natural positioning, commissioned positioning, AdWords ads, however, we can relatively quickly influence the amount of traffic generated only in the case of AdWords ads - by optimizing ads and increasing the budget
The amount of traffic generated from natural results depends on the quality of our website (technology, SEO optimization) and the amount and quality of content that can be found there
Google publishes significant changes to the search engine algorithm and dozens of updates to existing algorithms on average every 2-4 years. Each change in the algorithm causes larger or smaller changes in the index.
The last two major algorithm changes - Panda (mainly concerned spam on pages) and Penguin (mainly concerned over-optimization of pages) - caused thousands of pages to disappear from the index and thousands more to drop so much that their traffic dropped several times.
If your website or the company responsible for its positioning violates Google guidelines - the next algorithm update may cause the page to drop in the ranking (filter) or be temporarily excluded from it (ban) and thus the traffic on the page will drop drastically.
The competition has quite effective SEM tools that it can use against us - Negative SEO - actions aimed at lowering / excluding our site from the ranking. Update Penguin largely takes into account the quality of the "environment" of our site, including links from suspicious sites. The competition may be responsible for such links.
Google has always put content first. Recent algorithm modifications have confirmed this even more, that valuable content is the most important thing for Google. Therefore, in the coming months we can observe changes in strategy towards content marketing. This is being talked about more and more in foreign SEO/SEM portals and discussion forums, so it is quite likely that soon there will be a gradual departure from strategies balancing on the border of white / black hat SEO towards strategies focusing on content.