Search marketing can be defined as a process used to gain traffic and visibility via search engines. Note that it refers to both paid and unpaid processes. It was initially called Search Engine Marketing SEM. It has been shortened, and it is usually used as a bracket term for SEO (Search Engine Optimization) and SEM. SEM typically refers to paid search efforts, while SEO refers to outstanding efforts. Below are the top 3 reasons to use search marketing for your business:
1. Improved Ranking on Search Engines
You need to rank very high on search results for prospective clients to click on your website. Most people will click the first five results. 80 to 90% of customers will do some form of online research before making purchase decisions. If your business is not found among the first ones in search results, especially on mobile devices, then you are losing business to your competitors.
Search marketing uses very specific keywords to help you rank highest when the prospective client keys in a search term. If for instance, you are offering mover services in New York, you can rank high for this particular service. This means that more people will click on your website, increasing traffic and prospects who may convert.
When using paid search, your ads appear first in search results, increasing brand visibility. Paid search also gives more options like geo-targeting (based on location), device targeting and ad scheduling.
Another aspect of search marketing is the fact that you need a site that is easy to navigate. This further makes it easier for Google’s bots to crawl your site and improve its rank.
Search marketing is measurable. You can measure aspects of audience demographics, their online behavior, the pages they visit on your site, and even how long they spend on each page. This helps in understanding your customer further, and how to target them in your marketing efforts. It also helps in improving optimization strategies and keywords used.
It is also possible to measure your ROI. You can see the number of clicks, the number of completed forms, increased sales, and the number of calls made to customer support. Your ROI will be highly determined by your goals. Depending on your ROI, you can improve on your budgeting as well.
3. Cost Effectiveness
Search marketing involves targeting internet users who are looking for a product or service that you offer. They could also be people who are interested in a topic in your niche. When compared to traditional forms of marketing, this newer form is 61% cheaper. The leads are therefore more qualified, and more likely to convert. You, therefore, spend less to acquire more and higher quality customers. You can have your ads appear at the top of as many search results as possible, depending on your budget.
All in All
Search marketing is a very useful tool that every business should utilize. It will help you rank higher on search engines, increasing the chances of users clicking your website, it is measurable, and it is cost-effective. Balance is required between outstanding efforts and paid efforts for maximum results.