There are many
misconceptions about search engine marketing (SEM), and some have actually
become established myths. The most popular myths are those about in-house
optimization, submission software, traffic quality, and lead superiority -- not
to mention the myth of guaranteed top-positioning. Below are the top 12 myths
that can lead marketers astray if left unchallenged.
1. In-House
Optimization Is Cheaper
Research indicates less than 1 percent of marketing budgets go to SEM, so it's
no wonder many Web sites will be improperly optimized. Yet SEM pros get better
rankings faster because they've mastered the complex, technical, ever-changing
submission process that has such a steep learning curve. Outsourcing is
cost-effective because the pros benefit from economies-of-scale after the
initial outlay in personnel, technology, and process development. In-house SEM
lacks such cost maximization.
2. It's a One-Shot Deal With Submission Software
Submission software promises the moon. But how can software get the same kind of
results reputable vendors provide for a fraction of the cost? There's no way
software can identify keywords automatically or optimize your content and HTML
coding. All the engines have specific submission guidelines that change like
clockwork. It's not one-size-fits-all, and no software program can customize and
update to the degree required for maintaining top listings.
3. SEM Leads Are Inferior to Traditional Media Leads
This is the opposite of reality. SEM leads are the most qualified leads you can
get because people searching for products and services on search engines are in
"action" mode and ready to buy. Search engine traffic is qualified because users
initiate the search with a purpose, making these leads targeted and more
valuable than those from the "broadcast advertising" methods used by traditional
media.
4. SEM Traffic Isn't High Quality
Ideally, it'd be nice to have an integrated marketing campaign with TV ads,
direct mail, email, banner ads, and search engine marketing, but not everyone
can afford this. When your marketing budget is limited, the place to start is
with SEM. A properly optimized site can produce leads and sales within a short
time period. Case studies have shown that search engine traffic is equal to or
better than traffic from more expensive sources.
5. Guaranteed Top Rankings or Your Money Back
Money-back guarantees are worthless in search engine positioning because
outcomes are always unpredictable and ever-changing. New submissions are always
being added to databases, changing rankings continuously. Bottom line:
technicians simply cannot control the search engines.
6. You Need Listings in Thousands of Search Engines
Submission software claiming to "Submit to 1,500 directories and search engines"
will get you listed in many FFA (Free For All) engines. FFA listings are
worthless and don't begin to compare to directories and engines like Yahoo! and
Google. A likely result: Your name gets on email spam lists.
7. Once You Achieve Good Rankings, You're All Set
Search engine positioning requires trial and error, and success is ephemeral.
Today's top listings will change tomorrow; sometimes, listings change on an
hourly basis. Maintaining positioning requires constant monitoring and tweaking.
It can't be guaranteed, and results aren't permanent once achieved.
8. SEM Doesn't Give a Good ROI
This is actually a falsehood. The ROI for SEM is excellent compared to other
marketing methods, especially when compared to keyword banner buys. Marketing
Sherpa case studies also illustrate this by comparing the results of banner ads,
direct mail and SEM. With SEM, you get better conversion rates, lower
cost-per-click, and lower acquisition costs.
9. Professional SEM is Too Expensive
SEM has proven cost-effective compared to banner ads, direct mail, email
marketing, and print advertising. For instance, SEM deliverables are half the
cost of keyword banner campaigns, and SEM provides specific measurable results.
10. All SEM Services Are Alike
Fact is services and pricing vary widely. SEM is striving for ethics and
standards although there will always be a few questionable providers. Ask your
provider to define services, pricing, contracts, and reporting. Verify the
provider's experience and proficiency by interviewing past customers.
11. You Can Save Money With Pay-Per-Click Engines
You hear about buying PPC traffic and getting featured listings for free in the
major search engines. This is partly true because of partnership deals, but your
best results come from a well-integrated SEM campaign that includes optimized
pages for both human-powered and crawler-based search engines and enhanced link
popularity. A PPC campaign can be expensive without cost management and ROI
verification. Lastly, some users avoid featured listings because they consider
them tainted.
12. A Buyers Guide to SEM Vendors Is Gospel
It would be nice to be able to depend on a buyers guide, but the industry
changes too rapidly for any guide to remain current and accurate, even with
updates. While I'm proud of the top rating Web-Ignite got in MarketingSherpa's
SEO buyers guide, I would still recommend that you get referrals from people you
know and interview prospective vendors in depth. Always trust your own judgment
above someone else's opinion.
About The Author
Paul J. Bruemmer paul2@web-ignite.com
is the CEO of Web Ignite, a search
engine marketing company founded in 1995. Web-Ignite earned a top grade in the
Buyers' Guide to Search Engine Optimization Firms and has helped promote over
15,000 Web sites. Client testimonials report traffic increases of 150 to 500
percent. Bruemmer's articles have appeared on ClickZ and other publications.
