SEM Tips: Search Engine Marketing and Keyword Strategy


When it comes to search engine marketing in Michigan, it is always best to know how to approach the matter. Using search engine optimization (SEO) is only as effective as its ability to attract the traffic you need to make a sale. In other words, before you go ahead and design your site and place it on the net – or if you are planning on updating or rejuvenating it, be sure you adopt and implement a keyword strategy.

Who is the Target Market?

When you begin to plan your search engine marketing strategy, it is important to consider your target market. Sit down and ask yourself the following questions:

  • Who do you want to access your site?
  • What languages do they speak?
  • What words would they type in to access the type of services and/or products you offer?
  • Does gender or age play a role in the language, tone, or approach you need to use?

Once you know who your market is and how they communicate, you can then come up with a search engine marketing strategy.

Content NOT just Keywords

No matter how you look at it, content is very important. Keywords are a significant part of directing traffic to your site, BUT, if the quality of the content is poor, you are wasting your time. The same applies to any applicable content. There needs to be a close fit between what your site offers and what content is present.

The content you provide should be something that people want to read and/or view. It needs to be something they will want to share. While it is an integral part of your site, if it is truly great content, it will be shared. Its presence will expand beyond your site and become part of the net at large.


Search Engine Marketing is all about communication. This works on several different levels. It refers to not only what you say and how you say it but also where you place it. The internet now includes social media. This has an enormous impact on the individuals who engage in it. Can you utilize it to draw in customers? Can you make yourself a popular part of it?

Search engine marketing in Michigan and everywhere the internet reaches is effective only if it is understood. It will work to increase traffic that may translate into sales if the experience is a positive one. The only way to accomplish this is to make sure you know the characteristics of the market segment you wish to attract. You also must be aware that quality over quantity is what will make the greatest impact on your drive to meet and beat the competition online.