SEM Expansion: Can Your Website Infrastructure Keep Up?

SEM expansion web design
Search Engine Marketing (SEM) is a constantly evolving field, with new challenges and opportunities emerging all the time. For businesses that want to succeed in SEM, it is essential to have a website infrastructure that can keep up.

The Power of Rapid Content Deployment

In the high-speed world of digital marketing, the ability to swiftly deploy content is pivotal. The value of this cannot be overstated. Consider this: if Website A can instantly put out new landing pages, whereas Website B struggles to do so, it’s evident that Website A has a distinct advantage. This advantage doesn’t just lie in sheer volume but also in the agility to respond to market demands, adapt to changing consumer behaviors, and capitalize on emerging trends.

Importance of Streamlined Website Infrastructure

Having a flexible and efficient website infrastructure plays a pivotal role in a brand’s SEM strategy. Establishing this infrastructure is not just about having an appealing design or user-friendly navigation. It’s about creating a framework that supports rapid and strategic expansion.

This idea rests on two foundational premises:

1. Compartmentalizing Site Functions

The more complex a website becomes, the harder it can be to manage. By compartmentalizing different site functions, webmasters and marketers can focus on specific areas without affecting the entire ecosystem. For instance:

  • Content Management: A dedicated system for content creation, editing, and publishing ensures content can be rolled out without technical hitches.
  • User Data and CRM: Keeping user data separate ensures that modifications in other areas don’t inadvertently compromise essential user information.
  • E-commerce Systems: For sites that sell products or services, having a separate e-commerce function allows for better management of product listings, payments, and inventory.
  • Marketing Integrations: Tools for analytics, SEO, advertising, and other marketing functions should be integrated seamlessly but still be distinct from core site operations.

2. Quick Deployment of Landing Page Content

Every SEM campaign targets specific audiences, keywords, or themes. The success of these campaigns often depends on having specialized landing pages that correspond with the marketing messages. Such landing pages should:

  • Be easy to create and edit.
  • Have the ability to seamlessly integrate with ad platforms.
  • Be optimized for conversions, whether that means sign-ups, sales, or other desired actions.
  • Provide relevant and engaging content that aligns with the user’s search intent.

Adhering to Best Coding Practices

While the above premises set the stage for a flexible infrastructure, none of it would be beneficial if the website doesn’t follow best coding practices. Clean code ensures:

  • Faster page load times, which is crucial for SEO and user experience (UX).
  • Fewer errors and glitches, leading to less downtime and more user trust.
  • Easier troubleshooting and updates in the future.

WHY? What is the end game?

ANSWER: The end game of SEM expansion is to drive more traffic, better traffic, more conversions, and to pay less for it.

What determines your most important metrics that dictate success?

The most important metrics that dictate success in SEM include:

  • Ad rank: The score that Google Ads assigns to your ads based on landing pages, content, and other factors. A higher ad rank means that your ads are more likely to be shown and that you will pay less for clicks.
  • Impression share: The percentage of ads served for your keywords compared to the percentage of ads that could have been served. A higher impression share means that your ads are being shown to more people.
  • Cost per click (CPC): The amount you pay for each click on your ads. A lower CPC means that you are paying less for each visitor to your website.

How does website infrastructure affect these metrics?

A well-designed website infrastructure can help you to improve all of these metrics. For example, a fast-loading website with relevant content is more likely to have a high ad rank and impression share. Additionally, a website that is easy to navigate and use is more likely to convert visitors into customers.

Here is an example of how website infrastructure can affect SEM metrics for the keyword sell rare baseball cards:

Website A:

  • Has a dedicated landing page for sellers of rare baseball cards, with the words “sell” and “rare baseball cards” prominently featured in the page text, meta description, title tags, and image titles.
  • The landing page is also optimized for other relevant keywords, such as “baseball card dealers,” “baseball card auction,” and “baseball card appraisal.”
  • The website is well-designed and easy to navigate, with a clear call to action for users to contact the website owner to sell their rare baseball cards.

Website B:

  • Does not have a dedicated landing page for sellers of rare baseball cards. The only mention of rare baseball cards on the website is in a general blog post about collecting baseball cards.
  • The website is not well-designed and difficult to navigate. It is unclear how users can contact the website owner to sell their rare baseball cards.


  • Website A will likely have a higher ad rank and impression share for the keyword sell rare baseball cards than Website B. This is because Google will give higher priority to ads that are relevant to the user’s search query.
  • Website A is also more likely to convert visitors into customers than Website B. This is because the landing page is well-designed and easy to navigate, with a clear call to action.
  • As a result, Website A is likely to pay less per click and generate more leads and sales from its SEM campaigns than Website B.

This example illustrates the importance of having a well-designed website infrastructure for SEM success. By investing in a website that is optimized for your target keywords and provides a positive user experience, you can improve your ad rank, impression share, CPC, and conversion rate.

Digital Marketing is Evolving Quickly

As the digital landscape continues to evolve, brands that wish to remain competitive in their SEM efforts must prioritize establishing a robust website infrastructure. A system that compartmentalizes functions and facilitates rapid content deployment—while adhering to coding best practices—will be well-poised to capitalize on marketing opportunities, delivering better results and ensuring long-term success.

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