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Natural Search Engine Inclusion

There are many preconceived notions about search engine marketing (SEM), and some are actually misconceptions. The most popular misconceptions are those about in-house optimization, submission software, traffic quality, and lead superiority -- not to mention guaranteed top-positioning. Below are a few subjects that can lead marketers astray if left unchallenged.

1. In-House Optimization Is Not Cheaper

Less than 1 percent of marketing budgets go to SEM, so it's no wonder many web sites are improperly optimized. SEM pros get better rankings faster because they've mastered the complex, technical, ever-changing submission process that has such a steep learning curve. Outsourcing is cost-effective because the pros benefit from economies-of-scale after the initial outlay in personnel, technology, and process development.

2. One-Shot Submission Software

Submission software promises the moon. But there's no way software can identify keywords automatically or optimize your content and HTML coding. All the engines have specific submission guidelines that change like clockwork. It's not one-size-fits-all, and no software program can customize and update to the degree required for maintaining top listings.

3. SEM Leads Are Superior to Traditional Media Leads

SEM leads are the most qualified leads you can get because people searching for products and services on search engines are in "action" mode and ready to buy. Search engine traffic is qualified because users initiate the search with a purpose, making these leads targeted and more valuable than those from the "broadcast advertising" methods used by other media.

4. SEM Traffic Is High Quality

Ideally, you should have an integrated marketing campaign with TV ads, direct mail, email, banner ads, and search engine marketing, but not everyone can afford this. When your marketing budget is limited, the place to start is with SEM. A properly optimized site can produce leads and sales within a short time period. Case studies have shown that search engine traffic is equal to or better than traffic from more expensive sources.

5. Top Rankings

Guarantees are worthless in search engine positioning because outcomes are unpredictable and ever-changing. New submissions are always being added to databases, changing rankings continuously. Bottom line: Top rankings are earned by research and analysis

6. Search Engine Listing

Submission software or companies claiming to "Submit to 1,500 directories and search engines" will get you listed in many FFA (Free For All) engines. FFA listings are worthless and don't begin to compare to directories and engines like Yahoo, MSN, and Google.

7. To Achieve Good Rankings, You must persevere

Search engine positioning requires trial, error, research, and analysis. Today's top listings will change tomorrow; sometimes, listings change on an hourly basis. Maintaining positioning requires constant monitoring and tweaking. It can't be guaranteed, and results aren't permanent once achieved.

8. SEM Gives a Good ROI

The ROI for SEM is excellent compared to other marketing methods, especially when compared to keyword banner buys. With SEM, you get better conversion rates, lower cost-per-click, and lower acquisition costs.

9. Professional SEM is Cost Effective

SEM has proven cost-effective compared to banner ads, direct mail, email marketing, and print advertising. SEM deliverables are half the cost of keyword banner campaigns, and SEM provides specific measurable results.

10. Not All SEM Services Are Alike

Fact is services and pricing vary widely. SEM is striving for ethics and standards although there will always be a few questionable providers. Ask your provider to define services, pricing, contracts, and reporting. Verify the provider's experience and proficiency by interviewing past customers.

11. Pay-Per-Click Engines

Best results come from a well-integrated SEM campaign that includes optimized pages for both human-powered and crawler-based search engines and enhanced link popularity.

A PPC campaign can be expensive without cost management and ROI verification. PPC can be effective for placement in areas that natural inclusion is difficult or for a special promotion. The placement must be chosen carefully, the payment on clicks must be throttled to prevent runaway losses, and the results need to be carefully monitored.