SEARCH ENGINE MARKETING -
SEM - The central insurgent
Why the Internet is a Web of Confusion - Mayhem Marketing Explained- condensed version- The full version can be found by clicking Search Mayhem.
Every merchant anywhere, wants to be on the first Search Engine Results Page (SERP) because 91% of all internet web traffic starts our internet browsing sessions on the Google Search Engine Page. Search Engine Marketing or SEM determines (debatably) where users (YOU) go on the internet if, or rather when- we (YOU) search for something, so it is the king of paid online advertising raking in over $120 million dollars a day for Google based on the the advertisements we click on. All other advertising channels follow SEM's Pay for Performance template because, to this date, all other channels have failed to match the profit characteristics of search.
SEM is essentially a way to book advertising space to be displayed to consumers on the SERP if that advertiser is the highest bidder and has selected the appropriate keywords, categories and situations as determined by the infamous RTB algorithm.
In the preceeding page, we determined that the Real- Time Bidding algorithm DIVIDES USERS apart and away from MERCHANTS as a way to sell Consumer Audiences to Merchants to continue their profit stream. We also determined that personal and private data is the primary way to DIVIDE & segregate US.
When bidding on SEM advertising space, marketers set highest bid prices for not only the audience they wish to view their content, but may also sub- divide themselves and set additional monies to display the merchants phone number and enable a 'click to connect', the merchants reviews and ratings, or perhaps even a buy it now cart function... The point is, Merchants become further segregrated from consumers seeking them.
Google, Bing, Yahoo & the other Search Engines that act as Publishers that segment their audiences to sell advertising space are dividing their users, both retailers and consumers alike- poisoning the fruit of their own vine.
Paid online advertising, though inexpensive in small doses, gets extremely costly in large part because of the disingenuous mayhem caused by SEM & RTB (poising the fruit of their own vine- as explained in the above reading). Typically, Paid Online Advertising (i.e. SEM & RTB) is cost prohibitive for local small businesses.
But it’s the wide-open, murky web of affiliates, ad networks, ad exchanges that are implanted into the real-time bidding algorithm that intertwine into every crevice of the web that makes user identification of the actual and true advertiser utterly impossible.
Is the warning to the left Real or Fake?
If you just said Real-- you would likely have just infected your computer with software that will steal your keystrokes, collect your passwords and open pathways into and from your computer that may be set to autoclick on multiple advertising platforms, indefinately- and you would never know.
The difficulty of the system creates a matrix where mischief and
mayhem incubate. In the year 2000 Google's founders Sergey
Brin and Lawrence Page exclaimed in a dissertation that
they"expect that advertising funded search engines will
be inherently biased towards the advertisers and away from the
needs of the consumers…Since it is very difficult even for experts
to evaluate search engines, search engine bias is particularly
insidious."
Our views are being stolen and replaced with irrelevant,
inappropriate and distractive content that makes both the publisher
and skilled marketer money and it is both the consumer and merchant
who are paying the price. Time and money embezzled from each
of us can never be regained. People should be very, very
worried. This ecosystem is practically limitless for
scammers.
SEM doesn't work in the local environment as long as it favors only the advertisement's in their RTB inventory pool because the system is setup to allow well financed non- local conglomerates to engineer campaigns that overshadow small businesses attempts to overcome barriers to entry- specifically
highest bids and skill sets- then there will never be enough local only content to fill the infinately segmentated ad spaces.
Advertising in its simplest definition is to make
announcements to inform or promote a product, idea or
concept. It is a fair assumption that the best place any
merchant wanting to get the word out is to try to make that
announcement where the largest user base is located.
Since the majority of us start our web sessions on the Search Page, most merchants will need a costly SEM campaign. But even in a perfect online advertising scenario where every & all keyword / keyword group / keyword phrase combinations, every & all audience identifier selections, across every & all device specifications - legacy & new, with every & all etc., etc., etc. these merchants content would still fall short of reaching the customers that are most relevant to their content, because they are competing with a slew of other less relevant marketers bidding on the same keywords, audiences, devices, etc. It doesn't matter that these less than relevant marketers content is news related, specification / educational /statistical relation, or even if the content is local to the perfect customer.
Additionally, competitors include affiliates where no, or limited recourse gives them liscence to exagerate or bait & switch affiliated content.
Furthermore, these perspective customers bounce all over the web to their social networks, news sites, links from email, etc. They can be anywhere on the World Wide Web at any given second, so Search Engine Algorithms weigh, measure authority and repudate other various advertising network channels that may offer higher bidded content. This practice, opens a floodgate of unsecure and compromising opportunities for skilled marketers with maleovolent intentions, while at the same time forces those marketers promoting products of real and true merit to 'game the system'.
Search Engine Optimization or 'Gaming the System' isn't rocket science, but it sure seems like it should be. Though anyone can have a webpage for as little as $10 a year, if you want people to visit the page, it is imperative that the page be OPTIMIZED to get traffic there. Try Searching for 'Website Optimization' and anyone would be quickly overwhelmed. There are many who claim to be experts at Optimizing Web content, but- in no small part to the problems listed above, it is extremely difficult to gauge, whether these 'Professionals' are any good, but also what a fair price is to perform 'Optimization'. It's all rather DISORIENTING, and we'll tell you why on the next page SEO.
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