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For many businesses, a customer’s journey start with a search and a query. This is where Search Marketing comes up. It is all about increasing the visibility of a brand or a product on search engines by serving an ad at the precise moment it will be relevant to the audience’s intent or by optimizing its ranking naturally.
Search Marketing is a term that refers to both paid and unpaid search activities. It is used as an umbrella term for SEO and Search Engine Marketing (SEM). Both are online techniques for increasing a brand or product’s visibility to audiences using search engines to find information.
Be careful with this last term: SEM is just about paid ads and does not include SEO. It is a marketing method that focus on ads displayed on the search engines results, typically appearing on the top or on the right of the SERP. Basically, the higher the bid one offers to pay for an ad, the higher the ad will be on the page, depending of the degree of competition.
Google AdWords is the main resource for paid search followed by Bing Ads – which is also supporting Yahoo ads. Social networks also offer PPC options.
Technical SEO is one of the growing SEO fields today. It involves finding SEO solutions based on the how and why of how search engines–and websites–work. This ebook is everything you’ve always wanted to share with your clients, your friends, and your marketing teammates.
Search engines care about user experience and that is why they aim to deliver exactly what the searcher is seeking. A well-targeted campaign rely on:
These points will be developped in further articles or have been already developped.
In clear, SEM can be a valuable way to attract prospects and convert them, boost your presence and support other marketing campaigns. But it will never be a total substitute to other promotional activities.
SEO is a subject we have mainly talked about on this blog. Search Engine Optimization refers to any unpaid efforts to boost your rankings on the SERPS and to appear in the organic results. You can refer to our article about the SEO trends for 2015.