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When a lot of people think about search engine marketing they immediately think about pay per click marketing (PPC). That is a part of it, but that’s not all there is to effective SEM. Search engine marketing is any type of marketing done through search engines, and that includes display advertising.

Of course, display advertising is probably the least effective of SEM strategies. Most small business owners are beginning to realize that now. But search engine optimization ranks as still one of the most effective search engine marketing strategies, and I suspect it always will be.

In some sense, social media marketing can be considered SEM. Real-time search is definitely search engine marketing. Video and image optimization are search engine marketing strategies too. As is mobile marketing when done the right way.

So you can that you have options beyond PPC. Search engine marketing is more than tossing money at keywords, it’s really about devising a strategy for drawing in new customers through the search engines.

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