When researching SEM providers, upon developing your selection criteria, the search can commence on the search engines. This is where the SEM competitive struggle takes place. The key is to research systematically without being overwhelmed by the volume of results.

So, How Do You Search?
This requires some lateral thinking. Points to consider are as follows:

• Think about the types of keywords that are of strategic importance to an SEM agency in promoting themselves through the search engines. Consider keywords that are focused on marketing in the online space.

• Remember, if you are searching for a Canadian provider, look under ‘pages from Canada’, as these results will be more targeted to Canadian businesses.

• Include local search terms in your search, as this will highlight the local listing results in the SERPs (Search Engine Results Pages). Many SEM providers will strive to have a strong presence in their local market.

• Search under keyword variations that broadly encompass the SEM field. They will provide a wide cross-section of businesses to consider in your search, including:

General Search Queries:
-    ‘Search Engine Marketing’
-    ‘Search Engine Optimization’
-    ‘SEO’
-    ‘Internet Marketing’
-    ‘Internet Marketing Services’
-    ‘Online Marketing Consultant’
-    ‘Online Marketing Services’

Businesses that feature in the top organic listings for the general search queries have a strong national presence as the results returned for the above phrases are an amalgamation of the key SEM players from each local market. These SEM agencies will arguably have a stronger national client portfolio by targeting their own search engine positioning to a national audience.

Local Search Queries:
-    ‘Vancouver Marketing’
-    ‘Vancouver Search Engine Marketing’
-    ‘Internet Marketing Vancouver’
-    ‘SEO Vancouver’
-    ‘Search Engine Optimization Vancouver’

Searching under local phrases in key markets, such as Vancouver, Toronto, Montreal, Calgary and so forth, will highlight the positioning of SEM agencies in their local markets.

The image below creates the framework for your search. It shows the first page of the search engine results pages (SERPs) for a local search query, such as ‘Vancouver Marketing’.

Clearly outlined are the three key areas on a SERP that provide valuable search results. Consider businesses in each of the defined areas individually.

- The sponsored links are the paid search results. Businesses bid in an auction model to be listed in this area.
- The local listings show local businesses on Google Maps. Businesses are added by creating a listing in Google’s Local Business Center.
- The organic listings are the natural search results. Most businesses that appear at the top of the organic results are there owing to long-term and targeted search engine optimization.

• Limit your search to the first page of the SERPs. With 10 organic results, up to 10 results (A-J) of local listings and perhaps 5-8 paid search results, there can easily be up to 25 businesses to research on the first page alone.

Paying Attention
• When searching under the various search queries, take note of the business names that reappear on the first page of the results. This will start to paint a clearer picture of the serious players in the SEM market.

• Do not limit yourself to just the first few results at the top of the page, however do take note of the businesses that are listed above the fold.

• Bear in mind that not all businesses will target the same search terms for which to rank highly on the search engines. The SEM industry may arguably be the most competitive online, given the resources and expertise each business commits to maintaining its online presence.

• Your goal is to broaden your options by critically evaluating businesses that you find for a number of search queries.

Picking one of the top three ranking businesses for ‘search engine optimization’ may not be the most strategically optimal decision for your business.

Now that you know what to look for on the search engines, the next consideration is how to appraise each business website on which you click. A post on website evaluation criteria will follow shortly!