Why Page One Search Engine Marketing - SEM is Difficult

Why Page One Search Engine Marketing - SEM is Difficult
By Barbara Foster

Search Engine Marketing involves paid means of getting a website listed on search engine results pages (SERPS). These strategies are well known as pay-per-click advertising and professional search engine optimization (SEO). The main focus of both strategies is to produce far more search results visibility for the paying website.

The pay-per-click portion usually is a paid per click program of text ads. This is quickly changing with the creativity of everyone. As we move forward into the new SERP Vision realm, pictures and videos are also now being included.

Some of the more popular pay-per-click programs are Google AdWords, Yahoo Search Marketing and Microsoft AdCenter. Regardless of what program you choose to use in your PPC campaign, you will probably need professional help to keep your ROI in the black. Most professional SEO firms are not able to succeed at doing this unless they are very dedicated to keeping up with the latest changes of the major search engine algorithms.

Pay-per-click is far more complicated than just paying the PPC bill. If money was all it took, only a select few would be on page one of any search engine results. Thankfully the search engines do not allow this to take place.

The search engine optimization portion is usually addressed with the creation of the website. This is not something an amateur website builder can accomplish. It takes a great deal of experience and expertise to get a website listed on page one of any major search engine. It is far more difficult to keep the position once you are there, than it is to achieve it.

Often the amateur will spout with glee at seeing their website listed on page one of the search engine results for their company name or website title. What they do not understand is, only the people who know the name of their company or website title are going to be able to find them in the future. The reason is, search engines will display the keywords that are matching the exact name or title first. After the initial indexing and display time period is over, even then, no one will see their website name or title if it contains competitive keyword phrases that are being searched more often by readers looking for other websites with these same keywords.

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