What is Search Marketing?
Search Engine Marketing (or SEM or Search Marketing) is the process of optimising your website’s online presence to increase the number of visitors. Mainly it involves increasing the site’s visibility on Search Engine results pages (SERPS) through either Search Engine Optimisation or Pay Per Click Advertising.
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Pay-Per-Click Advertising
Another integral part to Search Marketing is its paid component. The model allows advertisers to bid on keyword lists – once a search query triggers one of these keywords, the ad will be displayed. Costs will only be incurred if the ad is clicked on – hence the term Pay-Per-Click. Its no longer a simple process of keywords and text and is now a science and one that best left to experts.
Mobile Pay-Per-Click Advertising
The same basic principles apply to mobile search. With the rapid rise in mobile and web enabled tablets and phones its business critical to ensure that your products or services are available when consumers are searching via their mobile or web enabled smart phone
Search Engine Optimisation (SEO)
A big part of Search Engine Marketing is optimising a websites organic ranking on search engines (SE).
SEO considers how search engines work and what people search for, the actual search terms typed into search engines and which search engines are preferred by their respective target audience. Optimizing a website may involve editing its content and code to increase its relevance to specific keywords and to make it search engine friendly. Another SEO tactic is to promote a site by increasing the number of backlinks (a link coming from another website back to your own, also called inward or inbound links), or inbound links.
Social Media Marketing
The final and most recent addition to the Search Engine Marketing mix, is Social Media Marketing. As an internet marketing practice it is still fairly new and therefore it is difficult to define it accurately. Early adopters are seeing great results in terms of volume and Return On Investment (ROI). Social Media Marketing should definitely be considered as an integral part of any Search Marketing Strategy.
