Search Engine Marketing (SEM)


With millions of people performing many millions of online searches every day it is not surprising that the Internet is playing an increasingly important role as an advertising medium for businesses. Search engine marketing (SEM) is a powerful way to attract visitors to your site and provide the right environment to promote your goals (e.g. product sales, white paper downloads, sign-ups, subscriptions, etc.). Recently, the growth rate of SEM is increasing and has overtaken traditional advertising.

SEM, sometimes referred to as Internet marketing, attempts to make specific internal and external website design modifications. These changes increase visibility in search results and drive more traffic from search engines to your web pages. Typically, SEM includes the activities associated with organic search engine optimization (SEO), paid placement also known as pay per click (PPC), and paid inclusion.

Thinking of Building a Website?

The best time to start using SEM is while you are planning the design of a new website or web page(s). Improved returns on SEM investments result when basic SEM principles are applied early to web page structure and content. The use of certain design elements on your pages, if implemented counter-productively, can place your web page at a disadvantage from an organic search engine result stand point. Significant cost savings are possible when SEM principles are involved before website construction begins.

Already Have a Functioning Website?

If you already have a functioning website, conversions and ROI can still be improved if SEM is applied at least to the most critical web pages. Initially you may prefer to target a few key landing pages for treatment and based on the outcome, choose to include others. However, if the entire site is reviewed and treated by an experienced SEM practitioner, you stand to enjoy maximized returns.

How Inteletix Approaches Your Project.

A typical Inteletix SEM treatment involves the following steps:

  1. Research

  2. Inteletix will evaluate your website and obtain a baseline measurement of your current organic ranking. Following a thorough assessment of the effectiveness of your keywords and each web page we create a preliminary report.

  3. Assess and Plan

  4. Learn and assess your specific goals. Explore the possible merits of pay per click, paid inclusion, and building links. Generate plan with suggestions for site alterations and ways to improve organic search engine ranking.

  5. Implement

  6. Customized meta tags will be designed and suggestions for adjustments in web page content and structure will be made. Inteletix will research keyword improvements by identifying those used by your customers and those used to locate your competitors to generate a preferred list of keywords. A pay per click campaign can be launched. Processes to capture and report general analytics will be initiated. Key performance indicators (KPI) will be designed and implemented. Multivariate testing is performed to measure conversion (or ROI) differences among landing pages with different content and structure. Pages displaying the best performance can be integrated into the site.

  7. Report

  8. On a monthly basis you will receive reports containing website performance, tracking, and benchmarking relative to previous months performance. Recommendations for additional optimization adjustments can be made.

  9. Reiterate

  10. Throughout the year, Inteletix can periodically return to step #2 above to assess results, fine-tune your pages, or add new ones. A plan of continuous monitoring, and incremental improvement to you web pages will ensure that you retain a high level of visibility and continued success.

Many companies have talented in-house web designers, but lack resources with a full understanding of SEM. Additionally, the continuous and subtle evolution of criteria involved to develop search engine algorithms makes it challenging for a non-dedicated resource to keep up with it. Since ranking criteria changes cannot be anticipated, there is no way to estimate the impact on your search results. Inteletix constantly researches the ever changing nature of search engine ranking and knows the most current ways to make your website successful.

A one-time site optimization can improve visibility, drive more traffic, and improve conversion rates however, search engine ranking criteria are constantly changing. A highly optimized site remains so only if the site is continually adjusted to keep pace with these changes. For this reason, Inteletix suggests that you invest in an SEM maintenance program to guarantee you site does not slip into obscurity. Inteletix also offers maintenance programs with different levels of service to suit your needs. learn more

The following are some of the main topics, features, questions, and challenges with which we deal:

  • ALT Tags
  • Analytics
  • Blogs
  • Branding
  • Click Thru Rate (CTR)
  • Content and Copywriting
  • Conversion Rates
  • Copywriting
  • Cost Per Click (CPC)
  • Cost Per Sale
  • Cost Per Visitor
  • Directory Submission
  • Dynamic Pages
  • File Formats
  • Framed Sites & Pages
  • Impressions
  • Integrate Online with Brick and Mortar Marketing
  • JavaScript
  • Keywords
  • Key Performance Index (KPI)
  • Landing Page
  • Link Popularity
  • Links to Your Site
  • Local Search
  • Log File
  • Marketing Campaigns
  • Meta Description
  • Meta Keyword Tags
  • Page Content
  • Page Rank
  • Paid Inclusion
  • Pay Per Click (and Affiliate Programs)
  • Pay to Index
  • Public Relations (Online)
  • Product Branding
  • Reputation Management (Online)
  • Respond to Analytics Results
  • Return on Investment (ROI)
  • Search Engine Marketing (SEM)
  • Search Engine Optimization (SEO)
  • Search Engine Submission
  • Site Map
  • Social Media
  • Title Tag
  • Tracking Analytics
  • Traffic Analysis
  • Universal Search (Video, Images, Blogs, Product Listings)
  • Usability
  • Vertical Search
  • Viral Marketing

learn more