Is SEM a priority for you?

Tom Ranseen from No Spin Marketing says he’s never had a client where effective SEM did not positively impact their business. He says the vast majority of organisations stick their heads in sand when they hear “SEM” or “SEO” and continue to believe one or more of the following myths:

• Our company name already has high rankings on Google, etc, and so we’re in good shape with search engines.

• We’re not an e-commerce company, and so Search Engine Marketing really isn’t applicable to our business.

• Key decision-makers don’t use the Web to find/buy OUR types of B2B services.

• SEM only makes good economic sense for companies that sell globally.

• Web sites are mainly technology things-handled by our IT department.

• It doesn’t matter that much what our web site has on it. If people are really interested in what we provide, they will call us.

• We already “buy” a few keywords on Google (and/or Overture), and so we already know how to do “pay-per-click.”

• SEM (if we do it) should then take the place of other marketing.

• Any SEM expert can easily get me to the top of Google or other top engines.

• SEM creates fast sales.

• SEM is a passing marketing fad.

I think SEO or SEM does have a role to play in the marketing mix. But it is VERY much a numbers game.

Whilst Tom has never had a client whereby SEM did not positively impact their business, I rarely find clients where SEM is a top priority (yet). My advice is always to focus on the things that really matter. And if you believe SEM is a priority - go for it.