What Is Search Marketing and How Can Business Use It To Their Advantage?

Online Marketing can be a challenge if you don’t understand what you’re getting your brand into. To ensure you are properly optimizing your online presence, it is important that you take into consideration how well your SEO is doing. Search Marketing is defined as a strategy used to obtain online presence and traffic through the use of both paid and unpaid ads on search engines.

Every day, millions of internet users take to the online world to find answers and make their lives simpler. They use it to search for a new restaurant in the area, purchase products online, learn about a scientist’s life story, and other random things. Online is where every one tries to find a solution to their problem, and this is exactly why your business should be up there too.

Let’s start with the essentials. Everything that is inputted in the search box is called a “Search Query”. Your search query consists of keywords that help the search engine direct you to relevant links, which are what will appear once you hit the search button. The page you are directed to is called the Search Engine Results Page and based on studies, the higher up your website link is on the SERP, the most likely you are to gain traffic to your site.

So how do you get to the top of the page? This is where Search Marketing comes in.

There are 2 main categories to keep in mind:

1.     SEO (Search Engine Optimization): unpaid

2.     PPC (Pay-Per-Click Advertising): paid

SEO (Search Engine Optimization)
This is the Search Marketing process of gaining online presence and traffic without having to pay. These are considered “organic results”, which are found right below the paid search ads.

Search engines like Google find organic listings using the keywords, documents and any other content that is on a website. Google also takes account of the data in a website’s source code called “meta tags”, and whether other sites are linking directly your webpage or not. The more individuals click on your link when it shows up on the SERP, the longer you can stay there.

To increase your chances of getting listed organically on Google and other search engines, be sure to have your content match relevant keywords and write meta tags to match these keywords that bring the right audience to you. Also, create great quality content, get other sites to link to yours, and maintain an active presence on your social media platforms to help create external links to your website.

The disadvantage to SEO is that results are never guaranteed. This can take months to build up, fighting for the top spot against millions of other online businesses. Fortunately, you can mix it up a little with PPC.

PPC (Pay-Per-Click)
This is the process of Search Marketing wherein you have to pay for ads, giving you more control when it comes to your online presence. Paid search advertisers inform Google which search terms they are targeting and only pay each time someone clicks on their advertisement and is directed to the website, hence the term “pay-per-click”.

To be able to use this, advertisers first need to sign up for a Google AdWords account. They will then create keywords to help their ads show on relevant search queries.

The advertiser must then assign a maximum CPC (Cost-Per-Click) on each keyword. This serves as the threshold that the cost should not exceed, allowing the advertisers to bid higher on keywords that may be worth more to them compared to others when Google auctions off ad space in the Google Adwords auction.

To fully understand how Google ranks advertisers, how the auction process goes and how ad positions on the SERPs are determined in general, it is important to read up on how the Google AdWords auction works.


To Your Best Online!

Ingrid Gee, Internet Marketing Consultant. Blue Dress® Marketing, an Internet Marketing Company headquartered in Knoxville, TN. Internet Marketing Developed, Implemented and Managed to Full Circle! Organic Internet Search Engine Guru. Turn Key Internet Optimization Programs Placing You Everywhere and Anywhere You Need to Be Online®
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