The great strength of world wide web search is that it can locate vast amounts of products matching what any user may ask for. Its great weakness is that the product may not be like anything close to what the user was looking for. However, constantly evolving search technologies and the ways people are using them are transforming not just markets but the mindset of consumers as well.
Consumers are increasingly embracing new ways of communication; take greater ownership of information and aggregating in increasingly specialised niche online communities. Marketers also need to shift their approach if they want to connect with them. That is possible through aggressive search engine marketing.
How do search technologies work? Search engines locate selected range of web pages that contain words matching search keyword(s) or phrase(s). Search engines automatically try to sort the results so that only the most relevant matches are presented. Every engine searches its own pre indexed database and works using rules called algorithm – a closely guarded trade secret. It is in this milieu that search engine marketing comes in to play and helps marketers get their products or services found in searches.
Literally speaking, SEM is a form of internet marketing that seeks to promote websites by increasing their visibility in search engine result pages. This can be done through search engine optimisation, paid placements, paid inclusions, social media or combination of all these methods.
One commonly asked question is how important is search engine marketing?
Given the fact that digital technologies are no longer preserves of tech savvy early adopters only, and today ordinary users are integrating them seamlessly into their lives, a simple answer is that every business needs to have a powerful online presence. Many e-commerce sites fail simply because when users search, products or services they are offering appear at the tail end of search results and most users are never likely to dig them down from the bottom. That happens because some businesses have passive wait and see SEM policies. As recent report estimates, “only seven per cent of all businesses play online truly, ninety three per cent just do not understand it, they do not get it or they do not believe in it.”
Gone are the days where conventional four ‘Ps’ of marketing or press releases guaranteed success. Now, businesses need to engage with their customers. SEM supported website turns into a hub, stuffed with remarkable blog posts, videos, interviews and more information (manufacturers are also putting users’ manual of their products online these days). Business need to match practical wisdom with the shift in consumers’ mindset to survive in this new online world.
There are really no shortcuts in SEM. One of the problems with many e-commerce websites is duplicate content. Many businesses are selling similar products (or products from the same manufacturer) so product descriptions found on their websites are generally formulaic and repetitive. Search engines are known to be sensitive to duplicate content and do not register the website with similar content. Another major problem is that they do not have a lot of content in the first place. Businesses need to give the search engines enough content to read so that the website gets pulled to match more search queries.
As brilliant as web search engines are, technology is still evolving. It has not reached the point where humans and machines understand each other well enough to communicate clearly. People are already more perceptive and are demanding better results, and they are demanding a more powerful search experience. Given the developments taking place, and increasing economic importance being attached to web searches, one thing is certain: search technologies have to grow far beyond where they are today. We are likely to see some seismic changes in the field. My recommendation: have an aggressive SEM policy and get found whenever some user tries queries related to your business.
The writer is Deputy Controller of Examination at Lahore School of Economics. He blogs at http://logicisvariable.blogspot.com and can be reached at sajshirazi@gmail.com