How to make a cheese wall?

When you walk into a DIY shop and you are looking for “that thing that has a handle and that screw thing that spins and goes grrr grrrr” Search Marketing is the salesman that will tell you: “drill ah! Power or Hammer?” You reply with a “make hole in my wall” and he will tell you “power drill”. He continues to ask you what type, how often you are going to drill etc” 

Source: ergoemacs.org

The salesman continues to bombard you with questions and provides a more specified type of drill catered to the cheese wall you have planned for your wall. He is your Search Marketing. He is trained to know what you are looking for in your simple terms. This is the benefit of search marketing. The salesman would not waste your time showing you the hammer or the toolbox. After you buy your drill, he shows you the drill bits expansion set, or even another set that can double as a hammer drill known as the combo drill. This is another benefit of Search marketing; it tries to predict what else you might look for as well.

In the first place, for all the above to happen, the salesman has to be trained. He has to know the products that he is selling well. All of this is time and money invested. The shop would have to spend resources training the salesperson in order to secure sales. Just like search marketing, he has to know which drill would make holes in walls and which drills would drive the screw in. This constant updating and monitoring of new products is time-consuming. But changes would last a long period of time and often producing a long term result. And if the customer is happy with the service and product, it would return as a customer, hence driving free traffic just like how search engine optimization works.

Of course a shop must exist for the customer to walk in. Just like how businesses must have online presence tied it with a good website to drive people to their site. The advantages of SEM can outweigh the disadvantages, but every company is different. It all boils down to meeting the needs of the customers. The “thing that has a handle… and make holes” etc are all search keywords for search engines to drive these people to websites that sells drills. Business will need to know the language of the customers and this could prove to be the most difficult yet most essential.

And now, I have two drills at home, feel free to borrow!