What is Search Marketing?
If you have a website which you use to sell your product, Search Marketing is a term you may have come across. It’s an amalgamation of two key digital marketing strategies: Search Engine Optimisation (SEO), and Search Engine Marketing (SEM) or Pay Per Click.
Search Marketing Takes a Blended Approach
For years, digital marketers have been fielding questions from clients about whether paid PPC, or organic SEO is better for their business. Search Marketing eradicates the either/or approach and proposes an ongoing strategy in which both SEO and PPC support and develop your brand. Here’s how the theory goes:
- SEO is the Foundation. Without carefully researched keywords, any digital marketing is going to fail. SEO offers detailed keyword research, meticulous optimisation of your digital resources, and technical readiness for all platforms. Without SEO, there’s no solid foundation for your brand growth.
SEO isn’t instant, however. It takes a while to build authority, so you won’t see your pages ranking on page one of Google overnight.
- SEM is the Boost. PPC is a way to get your product or service in front of prospective clients fast. If you’ve got a promotion you want to get noticed, or you’re launching a new product PPC is the way to do it. You’ll see an immediate spike in visitors to your website, leading to potential conversions.
Effective SEM requires detailed keyword research to work efficiently, and effectively. It’s also short-lived. Once the campaign finishes, numbers fall away immediately.
How SEO Enhances the Effectiveness of PPC
Both SEO and SEM have the same goal – to increase your brand’s online visibility – but they work at different speeds. SEO is slow and steady, making incremental gains, whilst SEM is fast and furious.
Here’s 3 reasons why careful SEO can both benefit, and enhance your PPC campaigns:
1. Careful Keyword Research Differentiates Your Brand
Keyword research is all about finding your unique position within the sector that you work in. An online ‘plumber’ needs to differentiate carefully in order to stand out. Keyword research helps with this process by finding out what consumers want that this particular plumber can offer. It could be locality, a particular specialism, or a customer service that no-one else seems to offer.
2. Responsive SEO Puts You in Touch With Your Customers
SEO isn’t just about keywords. It also ensures that your website looks good on a mobile, and loads quickly. If you’re a local provider, SEO ensures that when local search queries come in, you’re featured in the search engine response. You may not be on page 1 of the Google search engine results yet, but local SEO means that your differentiators will be working for you.
3. SEO Helps You Get to Know Your Customers
SEO is all about finding ways to talk to your customers, by using a language that’s familiar. But even more important, it’s about listening to what they respond to. Using Google Analytics to find out how your visitors are using your website helps you to know whether the keywords you’re working with are accurate. If they’re not, you can adjust and test out the results.
Search Marketing Gives You Sector Knowledge
SEO is all about getting into conversation with your potential customers. It’s a long-term strategy but it’s all about digging deep and understanding the terrain. This gives you a major temporal advantage when it comes to PPC. You can watch a trend growing in your target audience, and offer them a promotion just when they’re ready to hear about it.