You can decide not to use search engine marketing for promoting your business.
But before taking the final decision just consider these facts: Since 2002, North American advertisers are spending billions on search engine marketing and this form of advertising is fast outpacing traditional advertising in its popularity. With internet becoming all-inclusive, website has become a proven tool for promoting your products and in this situation; not using SEM will only leave you behind your competitors.
Search engine marketing as a form of internet marketing is used to promote website. It is aimed at improving the website’s visibility in search engine result pages of Google, Yahoo, and MSN. To attain the goal, SEM uses technique such as organic search engine optimization, PPC (pay per click advertising), paid inclusion, contextual advertising and few more.
Pay per click is a kind of advertising technique where, advertisers have to pay only when their ad is clicked. When it comes to search engines, advertisers pay for the keywords relevant to their target market. Coming to advertising on content sites, they have a fixed price per click instead of a bidding system.
Paid inclusion as a crucial part of search engine marketing procedure helps the website to get included in the search index of the search engines. Search engines are to be paid for this inclusion. With the exception of Google, almost all leading search engine companies charge fees for the inclusion of websites in their search index.
Search analytics is a vital part of search engine marketing. It involves the process of aggregating data and statistics to be used in the promotion. These data include the advertising history, the trends of searching, affiliate marketing statistics and so on. This sort of information helps the website owners where they lack on their performances on search engines. Reverse searching, keyword monitoring, multivariate ad testing are some of the search analytic techniques that are used to collect the relevant data.
The ultimate goal of Search engine marketing is to generate traffic for websites. An increased traffic means increased a future client that adds to the business revenue.