Search Engine Marketing (SEM)

Search Engine Marketing encompasses any activity that will effectively market your ecommerce utilising any approaches via Search Engines.

This can include Pay Per Click campaigns, Link building, Product Feeds, XML feeds, Social Networking and of course modifying the actual ecommerce website itself and this is the term known as Search Engine Optimisation.

DUSZA know that Search Engine Marketing (SEM) is a complex business. Our clients do not always wish to know these complexities, if they do then great - we will help them understand but in most cases our clients are happy

to leave it to us - the experts.

It is unlikely that our clients will ever need or want to understand SEM to the depths that we do.

We try never to daunt our clients with geeky terminolgy or technology and we never attempt to baffle them. SEM is not a black art, it is simply a complicated-ever-evolving art. It takes time and resources to accomplish truly successful ecommerces.

A fundamental Search Engine Marketing principle is to always follow a strategy. Dusza's is Plan > Implement > Track > Analyse > Refine

Without analysis as the focus, SEM success will always be comprimised. Targeting too many services or keywords will create data sets that are almost impossible to analyse. As a general rule, DUSZA and the client collectively focus and narrow the initial marketing activity.

This aides measurability; so you, as the client, can clearly understand the return on investment and judge the success of search engine marketing.

Search engines represent a very unique medium, which allows you to precisely target an interested audience. In other media, the audience is looking at something, and your advertisement is simply a distraction. With search engines, shoppers are looking for something, and are far more likely to respond to an appropriately targeted offer.

The various activities within SEM should all be implemented to achieve the highest rate of success. Budgets, however, may dictate a slimmed down approach. Luckily for Dusza clients, the ability to Search Engine Optimisation is built into our Pro+ ecommerce websites.

And if you are on a tight budget, Dusza can also offer great value Pay Per Click starter packages from as little as £99+vat (this excludes your daily budget spend). For more information about PPC click here. The other consideration that can not be ignored is link building and you can read more about the principles and costs behind it here.