Search engine marketing (SEM) may sound like a simple concept, but with the ever-evolving world of changing algorithms, enhancing search engine results pages and the increasing focus on local and social results, this world has become increasingly complex for even the most experienced marketers to navigate. Fortunately, there are some simple audits for your SEM plan to find out why your strategy isn't working.
Your Keyword Strategy Isn't Good
According to Forbes, recent updates to Google's search engine algorithm have removed the focus from direct keyword matches in 2016. Instead, the search engine giant uses a complex system that determines user intent and attempts to find pages that match broad topics rather than specific words. So, for instance, a consumer who searches for "Pet Care 32837" will get results for grooming salons in Orlando, Florida.