Get ready for SEM

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because you are as afraid of acronyms as spiders, YRSA explains to you what the SEM is and how it can extricate a site from the limbo from the canvas, which has become as discreet as an elephant in a Porcelain store.
The SEM (Search Engine Marketing) combines the natural referencing of a site (SEO) and paid SEO (SEA). It is a content strategy that combines long-term use of keywords inside a site-which will allow it to be positioned optimally on a search engine-and the purchase of links sponsored, which will send it back directly to this site. This advertisement is particularly effective on social media, especially when the users of the latter correspond to the target target.
well define its target, its expectations, its needs, is not only essential, it is also the First step of a long journey that only makes sense if it is carried out correctly.
In the search for creating value -added content, the editor will seek to identify the tools and resources useful to present to The Internet user:
- Additional knowledge (generalist or niche, depending on the type of site and the expected visitors).
- The qualitative difference in relation to your competitors, supported by sources, reports, but also by the quality of the editorial staff and the infographic.
- The quantitative difference : the degree of tree of your site, the possibility of inquiring in depth (or more superficially, Still according to the target target).
With this in mind, no page on your website should be left at random or have a purely aesthetic value. It must bring to the visitor at least a valuable content element: this is what justifies its place in the tree structure of your site.
A website is not a simple showcase. The ideal that any website must be fixed is to be its own media, while interacting with others - which makes it possible to strengthen natural referencing and therefore to form a virtuous circle. Indeed, in addition to the reciprocal and spontaneous exchange which will take place between your site and that for which you advertise (whether by citing an article or by displaying sponsored links), the search engines will naturally have Trends to associate the sites with each other and therefore redirect the Internet user - when he consults a Internet page which is mentioned by your editor - on your site. It is the magic of algorithms.
The SEM campaign is available in four phases:

- Research : As we have seen, it is first and foremost to understand user expectations, analyze competition and its positioning on the internet.

- The design of the strategy : It is the development of the marketing strategy, the budgeting of the campaign, the creation of inherent content.

- tests & amp; Implementation : We set the test conditions, the procedure to be established, and we verify that the results will not be biased.

- measurements & amp ; Analysis : This is the first user return, just after the launch of the campaign. It is also an opportunity to draw a first assessment.

in order to measure the relevance of the campaign set up, you must define KPI (Key Performance Indicators) upstream that allow To measure whether the campaign improves, qualitatively or quantitatively, the referencing of the site. They can intervene at different stages of the campaign and allow, if necessary, to adjust the strategy.
Finally, it remains to ensure that performance does not decrease. For this, we use the term "monitoring". It is a question of following in real time the continuous performance of the levers implemented as part of your referencing strategy via analysis tools (Google Analytics, Hotjar, etc.). You collect data, you monitor the evolution of the number of people who frequent your site and the characteristics of users in order to refine the next strategy that will allow your business to become or stay "Top of mind" on - and outside - Research site. Because like piracy, the SEM never stops.