SEMPO distributed their annual The State of Search Engine Marketing survey results. The findings are extremely comprehensive and during the next few days we will be posting some great information for you that might help you evaluate your own search engine marketing plan.
To start, I think it’s important to know what SEMPO gave to the respondents of their survey as the different definitions of varying aspects of search engine marketing:
Search Engine Marketing (SEM): the entire set of techniques and strategies used to direct more visitors from search engines to marketing web sites, including all of the tactics and strategies defined below.
Paid Placement: Text ads targeted to keyword search results on search engines, through programs such as Google AdWords and Yahoo Search “Precision Match,” also sometimes referred to as “Paid Placement,” “Pay-per-Click” (PPC) advertising and Cost-per-Click (CPC) advertising.
Contextually Targeted Text Ads: Text ads targeted to the subject of writings on web pages, such as news articles and weblogs, using programs such as Google’s “AdSense” and Yahoo Search’s “Content Match” programs.
Paid Inclusion: The practice of paying a fee (fee structures may vary) to search engines and similar types of sites (e.g., directories, shopping comparison sites) so that a given web site or web pages may be included in the service’s directory, although not necessarily in exchange for a particular position in search listings, such as Yahoo Search’s “Site Match” program, formerly known as Inktomi)
Organic Search Engine Optimization: The practice of using a range of techniques, including augmenting HTML code, web page copy editing, site navigation, linking campaigns and more, in order to improve how well a site or page gets listed in search engines for particular search topics.
Search Engine Marketing (SEM) Service Provider: Agencies or individuals who assist companies with the various search engine marketing practices described above.
Search Engine Marketing Technology Provider: Makers of a software application specialized to assist in the execution of search engine marketing programs, with features such as “bid management,” “campaign management,” “portfolio management” and “dynamic optimization.”
Web Analytics: Using a reporting platform for measuring and analyzing the results of any/all of your online marketing campaigns, including search engine marketing.
SEMPO is a great resources for the latest SEM research, many of the articles are available to members only, but SEMPO does provide a lot of research overviews for the general public.