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In some ways, I feel like I’m back in 2001, when I was watching SEOs struggle with finding the right term to define themselves as they went beyond doing natural listings work. Does it make sense to agree that SEM should now mean work solely on paid listings and also be a name for people and companies that do such work? Especially when plenty of people already talk this way?
I was curious what the market leader in selling such listings was saying: Google. I checked out thetranscript from their last earnings call. It’s “search ads” that gets used twice; SEM ads or SEM listings, not at all.
I used to use the term “search ads” myself, though I shifted in the past two years to saying “paid search.” Both those terms have about equal volume according to Google Trends, but neitherapproaches CPC or PPC.
How about a new acronym? Should we say SEA, for “search engine advertising?” That also work to define a person or a company: search engine advertiser, an SEA.
The advantage to a new acronym is that it would allow SEM to remain an umbrella term for people who do both types of work. Something is needed. There are search engine marketers who don’t want to be miscategorized as only doing paid search, if they do both things.
Perhaps some qualifications? Maybe there’s “paid SEM” and “unpaid SEM.” Or getting crazy, “paid SEM” and “SEO SEM.” Now my head hurts.
One of the stupid things in all this is that I rarely write or say “search engine marketing” or “search engine marketer” any more. Long ago, I shortened those to “search marketing” and “search marketer.” The trends certainly reflect that “search marketing” is more popular than “search engine marketing.”
Funny, then, all this confusion over the acronym SEM when we’re really talking about SM these days.
Source: http://searchengineland.com/does-sem-seo-cpc-still-add-up-37297
