Search Engine Marketing or SEM is just as search marketing, search engine optimization, and pay-per-click advertising. The ultimate goal is to use digital advertising to show up in search results for specific keywords while waiting for the SEO (Search Engine Optimization) to kick in. By showing up in multiple places, the business will be able to dominate the search results in no time.
Search marketing uses both paid and organic (unpaid) tactics to help online users find the right website or online store among millions.
Paid search marketing tactics include contextual advertisements, PPC or pay-per-click listings, and paid inclusions. PPC advertising operates similarly to SEO because it is based on specific keywords. Search Engine Optimization works organically while PPC results show up on Google.
Search Engine Optimization or SEO is one of the most important parts of search marketing, encompassing content optimization, keyword adjustments, and link building. It is based on algorithms that analyze specific keywords on websites. A well-done SEO campaign can position websites to rise to the top of the Google search page.
Besides dominating the search engine results pages, here are 5 more reasons why you must consider search marketing:
1. Search Marketing is a Vital Part of Your Digital Strategy
It can’t be stated enough just how important SEO is. Still, it is just one aspect of a digital marketing strategy. PPC or pay-per-click is the best compliment to SEO as it allows your business to absolutely dominate the search results pages. Even if you currently own the top organic search result, you could easily lose clicks to the businesses who are dedicated to reaching the top of the page. The ideal strategy is to own them both.
2. Search Marketing Keeps You On the Top
The internet is a competitive and messy place. This makes it very difficult for a business or brand to stand out. The best way to deal with the competition is to determine the most popular and valuable keywords that are related to your business and then come up with a search marketing plan.
A combination of SEO and PPC will ensure that when prospects search for the keywords you are using, your business will be on top of the search engine results page.
3. SM Can Transform Your Website Into a Sales Force
Your website or online store is the foundation of your online presence. It is open for business 24/7 and it is the perfect employee who never calls in sick or takes a vacation. Search marketing helps your website by converting your visitors into paying customers.
4. Search Marketing is Perfect for Quick & Long Term Lead Generation
Search marketing has the ability to do a lot of things at the same time. For example, when you combine a long-term SEO strategy with a PPC campaign, the end results are quite impressive. You get the immediate gratification of showing on top of the search engine results page. Once SEO starts working, you will add the organic clicks and the results will be even better.
As you maintain the search marketing plan, you’ll be able to reap the benefits of both. How does that sound?
5. Search marketing Covers the Bases
Nothing screams power and authority more than owning the search engine results page. As the new technologies emerge, it is helpful to ensure that your website will continue to work to earn the top place. When voice search becomes too mainstream, showing up at the top of the search results will be even more important.
All websites are crawled by Google and other search engines in an effort to identify a particular website’s page rankings. Those that use dedicated teams to manipulate the rankings through search marketing are more likely to end up at the top. In other words, websites that are looking to draw traffic should employ search marketing.
No matter what products or services you offer, attention to keywords is important for all websites. Every website can benefit from analyzing the pages of its website to make sure that a combination of relevant keywords show up in the website content.
In both PPC campaigns and organic SEO, the three most important methods of search marketing are website popularity, keyword analysis, and back-end tools. When used together and monitored closely, these methods make up the majority of SM team’s responsibilities.
Before your team develops a search marketing campaign, they should ensure their websites are up to the standards. It is important for visitors to like what they see once they reach the website. This means that all content should be easy to read and informative, the links should be working, and look and feel of your website should fit the brand’s message.
If everything seems fine, the search marketing team can start working on analysis and keyword research. Research determines the most relevant keywords on the website and uses the findings in a way that generates more traffic and makes sense to end-users.
When a search marketing team working for an electronics website discovers that the most popular keywords driving traffic to the website are “hard drive” and “best digital camera” they can’t just use those terms over and over again at the top of the website.
While they may help a website move to the top of search engine results, these practices are known as “black hat SEO” and Google’s analysis will remove the high rankings or worse – ban the website from being indexed in the near future.
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