Search Engine Marketing (SEM) Interview Preparation Guide
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Search Engine Marketing (SEM) Interview Questions and Answers will guide us now that Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion. Learn SEM by this Search Engine Marketing (SEM) Interview Questions and Answers guide.

46 Search Engine Marketing (SEM) Questions and Answers:

1 :: What is search engine marketing?

Search engine marketing is an umbrella term referring to all activities utilized to generate visibility in search engine results in order to increase revenue. Common strategies and tactics include search engine optimization (SEO), search engine and directory submission, link development, pay-per-click (PPC) management, shopping feeds, affiliate marketing and online public relations (promotion via blogs, ezines, threaded forums, newsgroups, discussion lists and chat).

2 :: Why should I care about search engine marketing?

Research indicates that a high percentage of the developed world is online, so the odds your potential customers, partners, employees and shareholders are also online is very high. Not only is search engine marketing one of the fastest growing and popular new marketing channels available, it’s also the most cost-effective (as compared with both online and offline channels like email, direct mail and broadcast). Search engine marketing both an excellent avenue for brand-building and cost-effective at generating leads and online sales. If your company doesn’t currently have a search engine marketing strategy, you’re behind the curve.
Do a search for your own company, competitors and industry terms and see for yourself.

3 :: How do I determine if search engine marketing is right for my company?

Unless your company is headquartered in a cave and your customers are other cavemen, it’s very likely that your company will benefit from some aspect of search engine marketing, whether it be search engine optimization (SEO) or pay-per-click (PPC) advertising. Regardless of whether you are interested in generating awareness, new recruits, strategic partners, investors, leads or sales, search engine marketing offers an opportunity to improve your bottom line. A quick assessment by professionals (like Anvil) will help clarify the need and fit.

4 :: How do I get started with search engine marketing activities?

The easiest way to get started with search engine marketing efforts is to contact Anvil. If you prefer the do-it-yourself approach, or would like more information before moving forward, we recommend downloading our free search engine optimization (SEO) white paper and read our SEM blog, which contains a variety of links to search engine marketing industry news and resources.

5 :: How do we measure the success of search engine marketing efforts?

Search engine marketing efforts are highly measurable. If your objective is to generate awareness, you can track “impressions” and “clicks” on organic and paid search engine listings. If your objective is to measure brand preference or performance of text ad creative, you can measure “click through” and “conversion” rates. If your objective is to generate qualified leads, you can track online registrations (for newsletters, events or white papers), downloads (trials or demos) or email inquiries. If your objective is sales, you can track ecommerce sales or offline sales via printable coupons or phone call tracking.

6 :: How do we determine if we should manage search engine marketing activities in-house or outsource to an SEM vendor?

Generally speaking, most companies prefer to outsource their search engine marketing efforts to SEM professionals to ensure their programs are properly managed and remain cutting-edge. Larger companies tend to have an in-house resource like a Webmaster or Internet Marketing Manager who is responsible for implementing search engine marketing programs, but often times, this person outsources the day-to-day SEM activities to a trusted vendor to free up their time educate and manage internal resources, develop long-term strategies and to create optimized content. Factors influencing the decision process include objectives, timeline, available marketing budget and internal resources.

7 :: What criteria should we use to evaluate an SEM vendor?

There are a few key criteria utilized to evaluate search engine marketing vendors. The following are just a few of the most important: length of time in business, collective industry experience, number of employees, number of clients, size of clients, client and employee turnover, depth and breadth of service offering, pricing, proprietary services, industry credibility, client testimonials, success stories, strategic partners, philosophy and process. Look at their client’s visibility versus their own, as “search engine marketing” is a highly competitive term, and those that perform well probably have a little too much time and not enough client work to keep them busy. Be sure to ask for references if they don’t have testimonials and success stories.

8 :: What is the search engine optimization?

Search engine optimization (SEO) is designing, writing, and coding (in HTML) your entire web site so that there is a good chance that your web pages will appear at the top of search engine queries for your selected keywords and key phrases.

9 :: What does a search engine optimization campaign involve?

There are 3 essential components of a search engine campaign:


Text component. A web site must contain the words that your target audience is typing into search queries.

Link component. Placing keywords on a web page is useless if the search engines do not have a means to index that text. Therefore, your site design must be "spider friendly."
3. Popularity component. All of the major search engines measure popularity. Therefore, before beginning a search engine campaign, we often have a corresponding directory submission and link development campaign as well to assist with popularity.

A successful, long-term SEO campaign is not possible unless all 3 of these components are addressed.

After all of these elements are in place on a web site, we submit to the major search engines in a non-spam manner.

10 :: Who should read Search Engine Visibility?

Search Engine Visibility is a must have book for people to read before they begin designing or redesigning a web site.

Search engine marketers and web site designers can learn how to design and promote web sites in a non-spam manner, i.e. in a way that the search engines and directories approve.

Advertising agencies, who often outsource search engine marketing, need to have a basic understanding of how search engine marketing works, and what they should and should not promise their clients. All too often, ad agencies confuse search engine optimization with search engine advertising. This book will help them with any confusion they may have.

It will also help firms that hire advertising agencies who provide SEO services. Being well educated about the entire search engine marketing process will help you make a better

Marketers and marketing agencies, in particular, will benefit most from Search Engine Visibility since the responsibility of online marketing falls squarely on their shoulders. The submission section will be particularly valuable to them.