I've been involved in Search Engine Marketing (SEM) since the early days, and I was looking back today at how it has evolved over time.
SEM has had some major changes over the years, which inspired me to write this post about the history of search engine marketing. I hope you learn something from it!
What is Search Engine Marketing?
Search engine marketing (SEM) is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs). SEM can be achieved through a variety of methods, including pay-per-click (PPC) advertising, search engine optimization (SEO), and content marketing.
The History of SEM
The history of SEM can be traced back to the early days of the internet, when search engines were first developed. In the early days, search engines were relatively simple and easy to manipulate. Website owners could simply add keywords to their pages and hope that their websites would rank high in the SERPs. However, as search engines became more sophisticated, it became more difficult to manipulate them. Search engines began to use algorithms to rank websites, and these algorithms took into account a variety of factors, including the quality of the website's content, the number of links to the website, and the website's popularity.
The History of SEM Strategies
There are many SEO strategies that are still around today, and some others that have faded away. Here is the history of 6 popular SEM strategies and how they have evolved over time:
Keywords are the foundation of SEO. They are the words or phrases that people use to search for information online. When you optimize your website for keywords, you are essentially telling search engines what your website is about.
In the early days of SEO, keyword stuffing was a common practice. This involved including as many keywords as possible on a page, regardless of whether they were relevant to the content of the page. However, search engines have become much better at identifying and penalizing websites that use this technique.
Today, keyword research is a more sophisticated process. It involves identifying the keywords that are most relevant to your website and your target audience. You then need to use these keywords throughout your website, including in your title tags, meta descriptions, header tags, and throughout your content.
2. Bookmarking Sites
Bookmarking sites once played an important role in search engine marketing in the early days of SEO. They were a way for users to share and discover new websites, and they helped to improve the visibility of websites in search engine results pages (SERPs).
Bookmarking sites worked by allowing users to save links to websites that they found interesting or useful. These links were then indexed by search engines, which helped to improve the ranking of the bookmarked websites in SERPs.
However, as search engines have become more sophisticated, they have begun to devalue the importance of bookmarking sites. This is because search engines have developed other ways to determine the relevance of a website, such as the number of links to the website from other websites.
Despite this, bookmarking sites can still be a useful tool for search engine marketing. They can be used to promote a website to a wider audience, and they can help to improve the visibility of a website in SERPs. However, it is important to remember that bookmarking sites are not as effective as they once were, and they should not be the only SEO strategy that is used.
Backlinks are links from other websites to your website. They are one of the most important factors in search engine rankings. The more high-quality backlinks you have, the higher your website will rank in search results.
In the early days of SEO, link building was a relatively easy process. You could simply create a profile on a popular website and add a link to your website in your profile. However, search engines have become much better at identifying and penalizing websites that use this technique.
Today, link building is a more complex process. It involves identifying websites that are relevant to your website and your target audience. You then need to create high-quality content that these websites would be willing to link to.
4. pay-per-click (PPC) Advertising
The major difference between pay-per-click (PPC) Advertising today and 20 years ago is that PPC is much more sophisticated and targeted today. In the early days of PPC, it was a relatively simple process of bidding on keywords and hoping that your ad would appear when someone searched for those keywords. However, as search engines have become more sophisticated, they have developed more sophisticated ways to target ads.
Today, PPC advertisers can target their ads based on a variety of factors, such as the user's location, interests, and browsing history. This allows advertisers to reach their target audience more effectively and to get a better return on their investment.
In addition, PPC platforms have become more user-friendly, making it easier for businesses of all sizes to create and manage PPC campaigns. This has made PPC a more accessible form of advertising for businesses of all sizes.
Overall, PPC is a much more powerful and effective form of advertising today than it was 20 years ago. This is due to the sophistication of search engines and the user-friendly nature of PPC platforms.
5. Search Engine Optimization (SEO)
The major difference between Search Engine Optimization (SEO) today and 20 years ago is that SEO is much more complex and competitive today. In the early days of SEO, it was relatively easy to manipulate search engine rankings by using black hat SEO techniques, such as keyword stuffing and link spamming. However, as search engines have become more sophisticated, they have become better at identifying and penalizing websites that use these techniques.
Today, SEO is a much more white hat approach, which focuses on creating high-quality content that is relevant to users' search queries. This means that businesses need to invest in creating high-quality content, building links to their websites from high-quality websites, and optimizing their websites for mobile devices.
In addition, SEO is much more competitive today than it was 20 years ago. This is because there are now millions of websites competing for the same keywords. This means that businesses need to be more strategic in their SEO efforts and they need to be prepared to invest more time and money into SEO.
Despite the challenges, SEO is still a very effective way to promote a website and drive traffic. However, it is important to remember that SEO is a long-term strategy and it takes time to see results. Businesses need to be patient and consistent with their SEO efforts in order to be successful.
6. Content Marketing
Content marketing is one of the oldest and best methods of SEM strategy and has become increasingly popular in recent years. Content marketing involves creating and distributing valuable content that is relevant to a website's target audience. This content can be in the form of blog posts, articles, infographics, videos, and more. The goal of content marketing is to attract visitors to the website and encourage them to take action, such as signing up for a newsletter, making a purchase, or contacting the company.
One major difference between content marketing as an SEM technique today vs. 20 years ago is that content is now more visual and interactive. In the early days of content marketing, most content was text-based. However, as technology has advanced, businesses have begun to create more visual and interactive content, such as infographics, videos, and quizzes. This type of content is more engaging for users and it can help businesses to stand out from the competition.
In addition, content is now more personalized. Businesses can use data to target their content to specific audiences. This allows businesses to deliver content that is more relevant to their target audience and that is more likely to convert.
Overall, content marketing is now a more sophisticated and effective technique than it was 20 years ago. This is due to the advancement of technology and the increasing importance of personalization.
The future of SEM is bright. As search engines become more sophisticated, businesses will need to adapt their SEM strategies to stay ahead of the curve. Here are some of the trends that will shape the future of Search Engine Marketing.
Looking back, SEM has evolved significantly over the years from a relatively simple .way to promote websites to the complex and sophisticated field it is today. As search engines have become more sophisticated, so have the strategies that website owners use to promote their websites. SEM is now an essential part of any online marketing strategy, and it is only going to become more important in the years to come.
And that concludes the history of Search Engine Marketing according to the SEO-Alien, and what is in store for the future. I hope you enjoyed it!
About the Author:
The SEO-Alien is a project started in 2009 regarding all things online marketing. The site started out more of a diary of predictions, suggestions and references to things I frequently used for online marketing... before social media marketing was even an option.
I hope you find the information and tools presented here useful and something worth sharing with others.
If there is anything else about online marketing or any online advertising strategy you think would be helpful, please let me know.