Search Engine Marketing refers to a range of activities carried out with the intent of raising awareness about your brand, service, or product on search engines. These strategies are often used alongside other forms of online marketing such as social media marketing and email marketing.
What Is Search Engine Marketing?
Search engine marketing is a strategy of using paid advertising to gain visibility in search engine organic listings for a product or service.
Organic search is a way for consumers to search for something online by typing a query into a web browser. If the right website or advertisement appears when the consumer types in their search terms, they have found what they have been looking for. Organic searches generate nearly two-thirds of all searches on the internet, and are growing rapidly each year. A concern surrounding search has been that if the web became dominated by large corporations, then humans might lose their ability to find what they are looking for on the internet because only large companies would be able to afford it. This concern around search engines has been called the “pay for ranking” problem.
Why Do Businesses Use It?
The most common reason that businesses use search engine marketing is to position their brand or product as a top-of-mind choice for consumers looking for a recommended product or service. Search engine marketing is an affordable and scalable way for companies to compete and win in the long-term against other brands, whether they were established companies or start-ups with little cash flow. It has become one of the most cost-efficient ways to acquire new customers and thus keeps a company at the forefront of thought.
SEM versus SEO: What’s the difference?
Both search engine marketing and search engine optimization focus on improving a website’s search ranking, but they differ in strategy and scope. SEM includes both paid and unpaid methods to bring traffic to a website while SEO takes a more self-service approach to bringing up a site in the organic or natural results.
SEO is based on creating content that is appealing and relevant to users so that it rises to the top of the search engine’s natural results through “organic” searches. The organic listings can help boost awareness of a brand or product with very little money needed upfront. However, without proper analysis of which keywords will draw traffic, companies run the risk of alienating themselves from their target market. SEO can cost thousands of dollars to implement on a website.
SEM (search engine marketing) is the more traditional channel that strategically places ads in the search engines. It is also called pay-per-click or pay-per-impression. SEM uses online, offline, and social media marketing to deliver advertising messages to users while optimizing their search engine optimization efforts.
Why Is Search Engine Marketing Important?
Competition in the Search Engine Marketing Industry is fierce. Competition for clicks reduces your ROI (Return on Investment). The process of ranking highly in search engines like Google, Yahoo!, and Bing takes significant time, energy, and resources.
However, there are different types of search engines available. Google dominates the industry; Microsoft recently launched Bing; Yahoo! has lost market share while Ask.com has gained market share in recent years (Global Web Index 2010). Many people think that SEO is dead because Google updated its algorithm to make it harder for webmasters to rank their websites in search results without paying money to get ‘black hat’ techniques used by spammers. However, the reality is SEO is an art and science that will continue to evolve.
Types Of Search Engine Marketing
There are two types of search engine marketing, paid search engine marketing and organic search engine marketing.
- Paid Search
This is when you pay to have your site appear higher in search results by paying for ads on Google Adwords, Yahoo Adwords or other similar programs exist. This can be a great way to market your business because you can then pay someone to place the ads that you want to have appear on the top of your visitor’s searches.
- Organic Traffic
This is when your site gets targeted traffic from search results – which happens organically. This is usually the type of traffic that you can get by advertising on Google and other similar sites, but the most important thing is making sure that your website content and design is useful to the right people, so it will be picked up by search engines.
How Do I Get Ranked Well In Search Engines?
There are several basic components that you can control that will improve your SEO rankings. People who are starting out in the industry have lots of questions about search engine optimization because they want to know what worked for them in the past. The best pieces of advice I have for people eager to get started with using SEO is to pay attention to what people do NOT say about their own websites; keep it simple; develop unique content; use unique keywords; play nice with others; and make sure you tell stories effectively (Do these things and you’ll be on your way to getting ahead of your competition).
As A Small Business Owner, How Should You Be Using Search Engine Marketing?
Use social media to build awareness and exposure for your e-commerce website. Social media is an increasingly important channel for marketers; more users are accessing the Internet today from social media channels such as Facebook, Twitter and LinkedIn than they are from traditional websites like search engines. Therefore, this channel is becoming increasingly important for businesses looking to reach consumers who may not already know about you – and with campaigns that target these users solely via search engines, you can potentially reach them with very little money spent (or no money at all).
I recommend that you start your campaign by posting about your company and values on social channels like Facebook and Twitter. After that, join groups and follow relevant people who you know will be interested in what you’re offering (and follow them; most people will not follow you back unless you make it worth their time). Make your company relevant to your audience by posting quality content relevant to your niche and engaging with other users in conversations.
You can even organize a giveaway or do a social media contest on Facebook and Twitter (a “socially-optimized website” is an excellent way to get more web traffic from search engines). By being active on social media channels, viewers will begin to recognize your brand before they land on your website. This will help boost conversions because they already have an idea of what to expect from you.
Search Engine Marketing Techniques
There are many different types of search engine marketing strategies, but one thing that can never change are the fundamentals of any Types of marketing 2022. At its core, all forms of marketing are about connecting with people to sell them something. Much like a good product sells itself, so does a good brand. Targeting your audiences so that you can speak directly to their needs is the key to being relevant in this day and age.
- Search Engine Optimization – (SEO)
SEO is a process that allows your company’s website to be present in the top web searches. Often referred to as organic search, this refers to search engine results that come from people’s personal computers. They see something they are interested in, so they type it into Google or another search engine with the intention of finding more about it. The better your site is optimized for search engines, the more likely it is that you are going to appear on the first page of this listing.
- Social Media Optimization – (SMO)
This is a way of getting your information out there through social media channels that focus on keywords people might be searching for at any given time. This is effective because it not only helps you drive traffic to your own site (and brand), but it also helps you build your brand’s reputation by participating in the community that is likely related to what you sell. You can also use social media to get feedback or ask questions of the people who will eventually buy your product.
- Search Engine Marketing (SEM)
This involves paid placement on search engines like Google, Bing, Yahoo! and Ask. This is expressed through buying keywords expressed in organic searches or through their pay per click programs.
- Content Marketing – (CM)
This is a direct form of this marketing strategy. It encompasses creating valuable content that your audience is likely to seek out. By consistently publishing valuable content related to what you sell, your brand becomes familiar with the people searching for it. This increases the level of trust when you are in the same community as them, nurturing your relationship with them along the way.
- PR / Public Relations – (PR)
This focuses on getting the word out about you and your brand through news releases, press releases, media coverage in print and online blogs, magazines and other publications, etc. This can be expensive, especially when you are just starting out, but it is a powerful tool that your competitors will need to use if they hope to reach the same audience.
- Email Marketing – (EM)
This is similar to sending press releases, but instead of sending them all over the place by mass emailing, you are sending them to individuals who have indicated interest in your company via various actions on your site. You can do this through specific outreach campaigns or through using an email address tracking system established outside of Google.
- Mobile Marketing – (MM)
This is the practice of marketing through online searches, social media posts, YouTube videos, etc. that are viewed on mobile devices. This includes attention-grabbing apps for phones and tablets that are designed to be both interesting and entertaining.
- Traditional Media – (TM)
Using print or broadcast mediums to get your company’s name out there is still a powerful way to do so, but it also raises your level of credibility when you are using it in conjunction with other marketing strategies like SEO or PR.
- Search retargeting – (SR)
This is a type of SEM that allows you to direct ads to people who have already expressed interest in your company via a search engine. As a result, this is a cost-effective way of targeting potential customers, especially if they are already on their way to your website.
- Social media retargeting – (SM)
This tactic is similar to search retargeting, but it more likely to target users who have developed more of a relationship with your brand. They may have started following you on Twitter or liking things on Facebook, so you can follow them back and use this as an opportunity to let them know about any sales going on or other benefits for being loyal customers.
- Video retargeting – (VR)
Video retargeting does the same thing as SM, only it targets users who have not only previously shown signs of interest in your product or service, but also those who might have shown signs of becoming an active customer. You can use video to develop a relationship with them over time, setting up videos that are even more entertaining than the typical “website trailer” you might see other companies using.
- Submitting sites to directories – (SD)
Directories such as Yahoo! or any other search engine you want to, but it allows your brand to get exposure to a broad spectrum of users who are actively seeking out companies like yours. As opposed to placing ads on more expensive sites where you are competing with more established brands, submitting sites on directories is an economical way of increasing your chances of getting found by customers who are at the top of the funnel for what you sell.
- Managing paid listings in search engines – (ML)
This is another form of SEM. It involves paying to have your information listed on search engines at the top of specific paid searches. As opposed to paying for something like Google AdWords, managing paid listings means you are directly managing what you pay for by bidding on keywords that are closely related to what your brand sells.
- Buying traffic – (BV)
This involves purchasing lists of people who are most likely interested in what you sell, then using email or customized landing pages to direct them toward your website. You can also use social media or forums that are popular with people who might be interested in your product or service and direct them toward a landing page that appears more relevant than just standard advertising.
- Finding out the online marketing strategies of your competitors – (FM)
This is a great way for you to find out what marketing strategies have worked best for your competitors. It also allows you to stay on the cutting edge of what is going on in the industry as it pertains to marketing. You can even reverse engineer some of those strategies and apply them to your own business, helping you save money by not having to reinvent the wheel.
- Studying best practice from other industries – (SP)
If you are not keen on studying your competitors, studying other industries that seem similar can prove useful as well. By looking at how they are marketing their products or services, you can learn new ideas or tactics you can use to grow your own.
- Researching the history of your competitors – (HR)
Researching the history of your competitors ensures that you can do the same thing that they have done to build their brand, which is good for business continuity. You are also familiar with all of their previous successes and failures which will help you to better figure out what worked for them and what didn’t work, allowing you to make better decisions on how to do things differently.
11 Benefits Of Using Search Engine Marketing
The following are 11 valuable benefits that can be obtained from search engine marketing. In this modern era, every business is desperately looking for a good way to reach out to their potential target market and increase their sales. If your business does not have a good marketing strategy yet, you can try out some of these tips and see how it works for you.
- Attracts Potential Customers
Search engines like Google and Bing help businesses to get and retain visitors by providing valuable information and advertising displays about the product or service that the company offers. This helps to build trust in the business which in turn attracts potential customers.
- Increases Search Engine Ranking
Search engine ranking is a very important factor when it comes to SEO. If your website is not in the top results in a search, chances are it will be very difficult for potential customers to find what they are looking for.
- Increases Brand Awareness
If you have been using social media and other online platforms, then you can get more attention from potential customers by promoting your brand particularly on Google+. This is one of the most significant benefits of using search engine marketing.
- Helps Increase Conversions
If you are promoting your product or service in the relevant places, it will help in increasing conversions which in turn will help in growing your business. The main benefit of these conversions is giving the owner an increase of profit.
- Helps in Making Targeted Traffic
When you are promoting your company in various places, you can make targeted traffic which will help in getting more sales. The targeted traffic also helps to get more potential customers visiting your website through SEO tactics that are done correctly.
- Helps in Marketing a Product or Service
Through search engine marketing, you can also promote your product or service to a mass audience. Not only can you reach a large audience through this, but you can also access a global audience regardless of location.
- Helps in Building Trust Relationships
The good thing about modern-day marketing is that it helps you to build trust relationships with your target audience through highly targeted campaigns that are chosen on the basis of your business needs and customer preferences.
- Improves Brand Image
Brand image is one of the most important aspects of any business strategy which is why it is vitally important to modern-day marketing strategies. Through search engine marketing, your brand is promoted and advertised which in turn improves brand image.
- Helps Increase Credibility of a Website
When a potential customer is searching for something that your business offers, there is a higher chance that they will end up on your website. In fact, most customers will assume that every website on the first page of Google results must be trustworthy and credible. This makes it easier for you to establish credibility with more customers which in turn helps you to increase conversion rates as well as make more sales through SEO tactics.
- Helps Get More Proudcts and Services to Potential Customers
Search engine marketing helps to bring more products and services to your target audience, allowing them to choose what they want. This saves time and effort for you as well as your customers.
- SEO is useful to boost overall online presence – (MSE)
Search engine optimization is useful to boost the overall presence of a business because it ensures that the company receives more exposure than its competitors. Many people use search engines on a daily basis and if you plan properly, then you can become the first result that they see when searching for something related to what your company offers. You can also access potential customers who may not already know about your company or services yet.
10 Best Search Engine Marketing Tools
The following are the top search engine marketing tools that you can begin using immediately in order to increase your website’s visibility in search results.
1. Google Webmaster Tools – (GWE)
Google Webmaster Tools is a set of tools that are offered by Google which can help you to maintain your sites on their various search engines. This tool offers the user convenient access to many different features which will help in analyzing your sites, checking for problems or errors, getting advice on how to improve your site, monitoring where your traffic is coming from and much more. It also allows you to submit new URLs and submit an Sitemap for each updated site all within the same account.
2. SEMrush – (SEM)
SEMrush is a great tool for those who are interested in learning about their competitors and who want to boost their own SEO results. This tool offers the user the opportunity to learn about their site as well as what your competitors are doing, find keywords that you need to optimize for and much more. The tool also gives you an analysis of almost every website that you search, so if there is a website out there that you don’t know much about, then this can help give you some insight on what they have been up to recently.
3. Google Analytics – (GA)
Google Analytics is a great tool because it allows the user to analyze a website’s traffic and performance from within one account. This tool offers the user a full report of all their SEO stats, useful analytics for tracking a site’s progress, a great resource for finding new keywords and a way to see how customers are finding your site.
4. SEO Quake – (SEO)
SEO Quake is a free tool that has been created by Dr. Andy Williams to compile various SEO tools into one place in order to save time when it comes to completing tasks related to search engine optimization. The tool offers the user tools such as an SEO toolbar, keyword research tools and many other things that can help when it comes to getting your business more visibility in search results.
5. NewSEO – (NS)
NewSEO is a very simple tool that allows you to track your progress with SEO and provides a couple of other great features as well, including being able to view information from all your websites simultaneously without having to log in from each individual one. The tool also offers the user the ability to schedule tasks for daily, weekly or monthly updates so there’s no need to worry about missing any changes between visits. The tool also offers a great deal of useful information related to webpages that you can track and manage, as well as offering a comprehensive list of what sites rank on various search engines.
Keywordtool.Io is one of the biggest free SEO tools on the market, allowing you to find out millions of keywords related to your niche. You can even export data in Excel.
7. Moz – (MOZ)
Moz is a free SEO tool that allows you to analyze keywords that are being used by other people, giving you an idea of what keywords are performing well and which ones aren’t. This allows you to determine where there is room for improvement while also allowing you to get more value out of your cash since new keywords are being found almost every day so it’s best to optimize them while they are still valuable before moving on.
8. Google Ads Keyword Planner
Google Ads Keyword Planner tool allows you to target the right keywords and attract more people to your website. Having a clear idea of what type of key words you should use will make it easier for you to increase the chances of your website ranking higher in search results and increasing traffic and sales.
9. Google Webmaster Help
This is a guide from Google that can help with any questions that you have related to SEO, including information on how search engines work, how best to optimize your site for each one and much more. This can answer just about any question that you have about SEO making it easier for you to learn so you can ultimately get your business more sales.
10. Yoast SEO
This is a great SEO tool that allows you to design your sites and then improve the user experience by using the Yoast SEO plugin. You can use this plugin in several different ways, such as putting it into your WordPress blogs and also creating highly optimized WordPress tutorials and much more – it’s one of the best WordPress plugins in existence because it does so many things!
11. Google Website Optimizer
This is an online tool that helps you to figure out which keywords you should focus on when optimizing your site content in order to make sure that potential customers find what they are looking for.
12. WordStream Seer
This tool is geared towards PPC marketing, but it can be used to help you to figure out which keywords are performing best, so if you are looking for keywords to use in your SEO campaign then this is the tool for you.
13. Rank Tracker by LTP & Moz
This tool gets you detailed information about how your site ranks on various search engines so you can track activity and get more leads.
14. SEO PowerSuite by Yonason Gold
This is a full suite of tools that helps to optimize your site for search engines while also helping you create content that will give people a reason to visit your site.
This is a great tool that helps you to manage your SEO campaigns and also track the results of various PPC marketing campaigns.
16. SEMrush IQ
This is a unique tool that provides brand new features like social media tracking, but to make full use out of it users will need to sign up for an account to make use of these features.
17. Social Mention 4SEO
This tool helps you figure out which sites are mentioning your competitors, allows you to see who is linking back to them and much more – which can help to give you clues about how well different keywords are performing.