Ideally SEM is a combination of Search Engine Optimization (SEO) and Search Engine Registration (SER) optionally extended with Search Engine Advertising (SEA) to complete your SEM campaign.

How does a search engine know your website?
Search engines use web crawlers (also known as spiders) to surf the internet constantly in search of new/updated websites/web pages to index and store them in their database. Essentially there are 3 ways your site can be found by a search engine:

• via a link from another site that's already known by the search engine
• by registering the website to the search engine via a registration form (SER)
• by paid registration (Pay For Inclusion - PFI)

Most search engines will automatically find your site through links from another site they already know to pages in your website. The page in your website where this link arrives is called the landing page. If you have links on your landing page to other pages of your website eventually all pages will be indexed. The more important the website is that links to your website, the quicker you will be found and the higher your site will be rated (and ranked) by the search engine.

Also the more links to your site, the more important your website will be rated.
Eventually every major search engine will find your site spontaneously sooner or later but do you want to wait for it this long?

Which links are important? Interesting sites are those sites that have good content similar to your sites content. Never be tempted to place reciprocal links if the website offers no benefit to the visitors of your site. Free For All (FFA) links also should be avoided.

Optimization - SEO

As an e-marketing strategy, SEO considers how search engines work and what people search for.

Optimizing a website primarily involves editing its content and html and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines and therefor become a higher ranking of the website in the search results. Typically, the higher a site appears in the search results list, the more visitors it will attract from the search engine.

SEO may target different kinds of search, including image search, local search, video search and industry-specific vertical search engines.

Another class of techniques, known as black hat SEO or spamdexing, use methods such as link farms, keyword stuffing and article spinning that degrade both the relevance of search results and the user-experience of search engines. Search engines look for sites that employ these techniques in order to remove them from their indices.

Because effective SEO may require changes to the html source code of a site, LuckyWebbing incorporates SEO tactics into website development and design from the start.

Registration

Important in the active e-marketing of your website is registering your website to the search engines and directories of your choice. This registering is done by completing the sign-up pages for each search engine individually.
With SER the time it takes for a search engine to visit and index your website can be shortened considerably and therefor your website will appear earlier in the search results of these search engines. However a higher ranking can never be guaranteed!

LuckyWebbing can register your site manually to the various search engines and directories.
By notifications and inclusions after registering your website to Google, AOL, Yahoo, msn, Alta Vista, Lycos and Alltheweb you can already reach up to 95% of all internet searches!
With our manual registration service we can also register your website to local and thematical directories (aka vertical directories) giving you even more targeted visitors to your website.

Advertising - Google Adwords

SEA can optionally complete your SEM-strategy by placing paid advertising above or alongside the search engines natural search results.

SEA is mostly targeted to match key search terms (called keywords) entered on these search engines. This targeting ability makes SEA highly attractive for advertisers. Surfers will often use a search engine to identify and compare purchasing options immediately before making a purchasing decision. The opportunity to present these potential clients with advertisements tailored to their immediate buying interests encourages them to visit your website.
For SEA we can distinguish three objectives:

• achieve as many impressions as possible
• generate as many clicks as possible
• create a maximum of conversions (information requests, notifications or purchases)

Each objective has its own strategy.
Your advertising can be limited to visitors who search for information about certain keywords and as an advertiser you only pay when your ad is shown, or even only when your ad is clicked and the surfer is linked to your website. Therefor your campaign can be highly targeted and effective and of course measured in detail.