SEM: If you build it, they will not come

Why SEM is important for businesses online

You have to do your due diligence and understand what attracts your target market and how to reach them. This is what SEM or search engine marketing is all about.

51 million websites were added to the internet in 2012 alone. It is not easy to find yours. It can take a while before Google even starts sending traffic or people to your website.

Online, you have articles, newsletters, podcasts, videos, webinars, social media, and more. I recommend having a combination of multiple options.

You should also consider offline options like public speak, workshops, conferences, networking, advertising in newspapers, and magazines, radio, TV, business cards, leaflets, and so on.

On your home page you should have tabs for the other four main sections of your site. This is your contact us page, products and services, blog, and a testimonials, client list, referrals, or reviews page.

SEM or Search engine optimisation won't alienate visitors

Make it easy for your visitors to browse your website and get the answers they need.

In your blog section have content that educates, informs, entertains, and challenges your audience. Have whatever type of content that relates to what you do, and most importantly, adds value.

Try to have some sort of offer or deal being promoted on your home page.

You have to make sure that when you do send people to your website, it actually adds value to them, and they will want to stay on your website.

Your about me page should be all about your client. With every page you create, think about how you are adding value to your audience before you put it up.

You need a page that explains the products or services you offer, and you need a page for some sort of free content or value, or better yet have free value, advice or benefits on every page.

Also, you need a page where people can take a call to action like subscribing, buying, and any other thing you would like them to do. Think about how you can incorporate the different areas of search engine marketing into your marketing mix.