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Skip to 0 minutes and 9 seconds So a big part of my search engine optimisation marketing plan is about content creation, regularly creating content. But the reason we focus on the content creation is because it has all the benefits. It’s not just about SEO. It’s about creating content that educates our clients and also we use in our new letter our social media.

Skip to 0 minutes and 31 seconds Really early on, I did quite a bit like quite a bit of keyword research, but biggest lesson learned in keywords is to actually think about how people search, how you search. I think I heard a really good one, which is what people search for cheap accommodation, not budget accommodation. So you think about how you would search for something and talk to people about how they search for things. And it’s a bit of experimentation and also, really trying to pick the really specific keywords, rather than the really general ones, which are highly competitive. It’s about getting quality leads, as well.

Skip to 1 minute and 4 seconds So if you build a business that’s based on [INAUDIBLE], you might be getting a lot of [INAUDIBLE] if it’s not the right keywords. It could take– you might be getting a lot of leads, but not conversions from it, which was something I found in the early days. It was about balancing that and getting those right leads by having the right keywords.

Search engine marketing

Search engine marketing (SEM) uses both paid media and owned media to drive traffic to your website. Paid media does this by ranking based on your paid keyword search.

Owned media does this by you strategically placing keywords within the copy of your website to ensure you rank high on the search engine results page.

So if your website is up and ready to go, you should use SEM to promote your website and increase its visibility in search engine result pages. Let’s take a look at how you can do this.

Allowing targeted content to be placed in front of motivated consumers looking for a particular product or product information, SEM enables paid advertisements to run alongside query results in search engines such as Google and Bing.

Executed via either Search Engine Optimisation (SEO) or Pay Per Click (PPC) advertising, SEM encourages advertisers to bid on keywords relating to their product or service, so their ads feature in the top listings of a particular keyword or phrase. The more you’re willing to pay, the higher or more visible your ad will be in the search results page.

Currently the digital world is monopolised by two large players: Google AdWords and Microsoft Search Marketing. Let's take a look at each to consider which platform would work best for your online business.


We have discussed how SEM can help particular listings to be at the top of a search engine results page.

Thinking of your product, what are some of the keywords that your consumers would be likely to use when searching for your product? What other companies (most likely your competitors) are listed when you search for these same keywords?

Post your findings in the Comments section.

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This video is from the free online course:

Online Business: Digital Marketing for Success

RMIT University