Si nos
atenemos a la definición de la Wikipedia, el marketing en buscadores (Search Engine
Marketing – SEM) es una forma de marketing en Internet que consiste en la
promoción de sitios Web mediante el aumento de su visibilidad en las SERP
(Search Engine Results Pages) a través de la optimización –tanto en la propia página
como fuera de ella–, así como a través de la publicidad (localizaciones pagadas,
publicidad contextual e inclusiones pagadas).
Dependiendo
del contexto, el SEM puede entenderse como un elemento genérico encaminado a la
“comercialización” de un sitio Web, incluyendo el SEO, por el que se ajusta o rescribe
el contenido de la Web para lograr una clasificación más alta en los resultados
de los motores de búsqueda; o se puede contrastar con el PPC, centrándose sólo en
los componentes de pago.
Siendo
puristas, el llamado Search Engine Marketing se basa en los anuncios que se
colocan en los buscadores para atraer tráfico a un determinado site y así
lograr usuarios, ventas o páginas vistas.
En este
sentido, acompaño la siguiente infografía (elaborada por Blue Caribu) que
recoge algunas claves para optimizar una estrategia SEM haciendo un buen uso de las landing pages, apuntando ciertas
pautas para mejorarlas, puesto que son el destino del usuario cuando se decide
a hacer clic en el enlace propuesto.
Una de las claves del SEM se basa
en encontrar palabras clave adecuadas para un propósito concreto. La otra,
consiste en dirigir a los usuarios hacia el sitio correcto, que no
siempre es la Home de nuestra Web. ¿Cuál crees que es la estrategia más
adecuada? ¿Hay que decidirse por una o por otra? ¿Tiene sentido combinarlas?
SEM o no SEM, o mejor aún, estrategia SEM independiente o estrategias
combinadas de SEM… esa es la cuestión.
¡Hasta
el próximo post!
19 comentarios:
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