Search Engine Marketing (SEM) is one of the most effective ways you can market and advertise your web site on the Internet. There is nearly no financial risk; the costs are incredibly low when compared to any type of conventional advertising; and, unlike any other advertising, it's based on performance. There is, however, a great deal of risk involved if you don't understand that everything you say and do is part of your online brand.
People forget that you can't separate one from the other and it gets them in trouble. When was the last time you've heard a newspaper, radio, television, or magazine tell you that if your ad doesn't generate calls, you don't have to pay for it? Never.
Although it's possible for this chapter to be read and implemented without reading Chapter 19, Spotlight on Search (Search Engine Optimization), you are strongly recommended to also read that chapter. The two are complementary; one is the yin to the other's yang. And although either can be executed without the other, the synergy of doing both well can put you in the top of the rankings.
As discussed in Chapter 19, Spotlight on Search (Search Engine Optimization), when you take the time and follow the simple guidelines to making your web page appealing to the search engine spiders, you will rank the highest on the organic or nonpaid listings. When you add a well-thought-out SEM keyword advertising campaign, you will own the sponsored ...