Search Marketing
What is Search Marketing?
Search marketing is an online marketing tactic to drive increased visibility of your website on search engines to include Google, Bing and Yahoo.
Search marketing comes in two forms via paid and unpaid strategies. Paid search strategies are called SEM (search engine marketing), while unpaid strategies are SEO (search engine optimization).
The search landscape has immense competition and clutter. Search Engine Results pages (SERP) are the pages displayed by search engines in response to a query by a user. The main component of the SERP is the listing of results that are returned by the search engine in response to a keyword query. Organic search (SEO) is retrieved by the search engine’s algorithm, while SEM allows you to pay to show your ads at the top of the SERP to drive more visibility and traffic to your website.
Why is Search Important?
Anytime someone has a question and they seek an answer, that’s a form of search.
In that moment, when a consumer has high intent and is actively seeking to learn more about your product or service, it is important for your business to be present on the search engine results page (SERP) in order to capture that lead or sale. This is especially true in cases where someone is searching for your brand specifically. Otherwise, if your business does not appear on the SERP, you will lose that consumer to your competitor, who will be there to capture that sale.