New Search Engines Shake Up SEM Strategy

With the emergence of new search engines beyond Google, Yahoo and Bing, CMOs need to look at new ways to integrate overall Search Engine Marketing (SEM) strategies — the “umbrella” channel under which Search Engine Optimization (SEO) is practiced — into their approach.
Upstarts such as Pinterest, Amazon, and even multichannel retailers Walmart and Target, are giving traditional search engines a run for their money — but marketers still need to get their organic SEO strategy right before SEM can be useful to them. Combining both strategies adds power to any campaign, as integrated marketing efforts are ultimately more effective.
Search engine marketing is designed to place relevant ads in front of online audiences. SEM comprises SEO and also paid search methods such as pay per click advertising (PPC) listings, social media and advertisements. Search is a growing market: revenues from search advertising totaled $32.7 billion in the first half of 2016, and have grown by 21 percent, on average, year-over-year since 2010. The overall goal of SEM is to help brands determine which themes will optimize the marketing strategy as a whole. But to get there, marketers first need to understand which keywords, using which engines, will drive the most efficient returns, or conversion rates.

Patrick Kuehn is Senior VP, Sales and Marketing at ObjectWave. Speaking five languages, he specializes in international business in the digital age. He can be reached at For more of his advice on integrated marketing, check out the article '5 Steps to Driving Traffic and Delivering Results with SEO' and guide 'Search Engine Marketing: Creating a Holistic Paid Search Strategy' over at Objectwave.