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Search engine marketing is an interesting topic.  There is some confusion as to what, exactly, it means. Some people use the term synonymously with search engine optimization. Other people use it as if it is synonymous with pay per click advertising. It actually encompasses both SEO and PPC as well as any other marketing that targets search engines, such as display advertising, paid placement, and contextual advertising.

The true definition of search engine marketing is any attempt to influence search engine rankings. That’s almost anything you do.

It’s important to understand there is no “magic pill” to search engine marketing. There is no “one way” to ensure that all web pages rank high for your targeted search terms. Every web page is different and every situation is different. What works for one website may not work for another. That said, there are some general principles that you can work with to ensure that your search engine marketing efforts yield the results you are looking for.

When you are ready for search engine marketing, be careful who you listen to. Not every firm that claims to be experts in SEM can prove they know the business.

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