Search engine marketing has as many definitions as there are marketers, and most of them are right. But what hardly gets talked about among search engine marketers is that SEM is more than just selling your stuff for a profit. You’ve got to do more than attract audiences with keywords. You are selling benefits.

No one cares about your product. No one cares about your company. No one cares about you. They want to know what you can do for them.

The question is, how can you do that with search engine marketing?

First, the two arms of SEM:

• Pay per click advertising
• Search engine optimization (organic search)

So how do you sell benefits through these two primary channels?

With PPC you’ve got to sell your benefits to get a click. Your goal is to get people to your landing page and then sell the benefits of your product there.

With organic search marketing, you use your landing page optimization to get rank your web page, build links to it, drive traffic to it and sell your benefits to your visitors to close the sale.

Search engine marketing really follows the principles of traditional marketing – sell the benefits. You just do it with modern technology.

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