Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites
by increasing their visibility in search engine result pages (SERPs) through the
use of search engine optimization, paid
placement, contextual advertising, and paid inclusion..
Usage of the term "search engine marketing" has been inconsistent. The
trade association Search Engine
Marketing Professional Organization (SEMPO) includes search engine
optimization (SEO), and SEO is also included in the industry definitions
of SEM by Forrester Research, eMarketer, Search Engine Watch, and industry expert Danny Sullivan..
However, the New York Times restricts
the definition to 'the practice of buying paid search listings'.
Minority-owned businesses in Michigan can reap significant benefits
from investing in search engine marketing, Google executives
said in an event at the company’s Ann Arbor office Tuesday afternoon.
Google, citing a “severe underrepresentation” of minority-owned
businesses in its client mix, hosted about 40 southeast Michigan
minority entrepreneurs for a discussion about search engine marketing.
Louis Green, CEO of the Michigan
Minority Supplier Development Council, said minority
entrepreneurs need to embrace Google’s search engine advertising tool, AdWords,
which allows businesses to target their marketing efforts toward people
who have searched for key phrases.
“We have some really strong, strong business people. A lot of them,
though, may not feel comfortable with technology,” Green said. “We saw
this opportunity of connecting people together to use Google as an
enabler for their business success.”
Google’s push to convince more local minority entrepreneurs to
advertise comes after the company issued
a report last month asserting that businesses get $2 in revenue for
every $1 they spend on AdWords.
Mike Miller, Google’s Ann Arbor office leader, told the
minority entrepreneurs that AdWords was a “very accountable and
affordable way to reach your customers.”
“At the end of the day we know that this provides a tremendous ROI
for companies,” he said.
Cheryl Richardson, CEO of Benton Harbor-based marketing
services firm Concept To
Promotion, said she recently started using AdWords for the
first time since she bought her company more than a decade ago. She said
her company had experienced strong growth via word-of-mouth references.
But she said she was already impressed with the immediate results
AdWords produced for her company. She said he received a business lead
within days of starting her AdWords campaign.
“I never had a reason to think about AdWords. I didn’t know anything
about it,” she said. “My perspective has changed tremendously.”
Contact AnnArbor.com's Nathan Bomey at (734) 623-2587 or email@example.com. You
can also follow him on Twitter
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