How to Find the Right SEM SEO Vendor
You can have the most beautiful website ever—with the most compelling content of all time—but if your customers can't find you, it won't do you a bit of good. Successful search engine marketing (SEM) campaigns can help you attract new customers and reengage existing or former ones by improving your search ranking, but it often takes the right combination of ranking factors to generate real results.
Yes, that's SEM…not SEO. If you're confused about the difference between SEM and SEO, you're not alone. But check out our SEO website and get a complete explanation on the differences between the two.
Most small business owners aren't experts in SEM, but an experienced vendor can help craft effective small business marketing campaigns. Although SEM campaigns vary by vendor, the strategies they use fall primarily into these four categories:
1. Keyword Analysis
By determining the "best" keywords, you can improve your website's rank in search queries. Some vendors use crawlers that digest your website to determine gaps in your current keywords. Others analyze past traffic to find new keywords to target.
2. Backlink Generation
Most backlink techniques are nefarious and referred to as "black hat" SEO. Google generally doesn't like even "good" backlink techniques. However, establishing relevant links from other websites to the products or services sold on your site can help drive traffic your way. Relevant is the key word: offer content that helps or educates—content that makes people want to share your site.
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