The rapid development of modern digital technologies has provided users with unlimited opportunities to search and exchange information on the Internet. However, the abundance of various data, which are placed on numerous Internet resources, increases the search time and makes it difficult to choose the right information. Therefore, numerous corporate resources in the process of competition for their customers, actively use the technologies of modern Internet marketing, among which search engine marketing campaigns are very popular. Correctly chosen search engine marketing strategies for this type of marketing raise the position of the site and helps increase targeted traffic.
What is Search Engine Marketing?
SEM and/or “Paid Search” is a set of actions for increasing customers on the Internet portal with the help of search engines. This is the optimization of the site, contextual advertising and other methods that make the work of Internet resources more efficient. Search engine marketing attracts consumers who are potentially interested in the product because they themselves are looking for it on the net. In order for them to buy the goods and not pay attention to the competitor, the Internet resource needs good visibility. The goal is to take the most prominent place for the client among such goods and companies, to be one of the first sites in the TOP. It is the first 10 sites and advertisements that were found in the search will be those which the user will pay attention to.
Search Engine Marketing Strategies
Search Engine Marketing Services use various methods of influence on users. Unlike SEO, SEM's actions are aimed solely at attracting the target audience. 93% of Internet users are only browsing the first two pages of search results, and only a third of them believe that the leading positions of search results are held by brands that are known in a single industry or large companies specializing in a particular type of activity. Thus, if the site does not occupy worthy positions of search output, then the majority of interested customers will not pay due attention to it and will spend their money in the stores of competitors whose snippets look more attractive and are more trustworthy. Although search engine marketing solves the problem of attracting only those interested in buying users, it does not provide information about potential buyers and does not affect the positions in the SERP. Therefore, SEO is the basis of search engine marketing.
This is a cost-effective marketing strategy, which usually involves finding and selecting the most appropriate keywords, optimizing the site code, and competing and comparative analysis of the indicators. Search engine optimization of the site uses special strategies of work in order to provide the site with high search results. Thanks to this, the site will attract more customers and the target audience of the market. SEO is also aimed at attracting traffic to the site, maximizing profits through the growth of orders and significantly increase the profitability of the business. According to research, most users pay attention only to the organic page of the issue. This is due to the fact that users are interested in the pages most relevant to their request, in contrast to the companies that paid for the high search engine rankings. From this, it is possible to conclude that the audience prefers well-optimized and highly relevant sites.
Nevertheless, it makes sense to combine search marketing, and search engine optimization, as they solve different tasks to attract traffic, but in general, they work for the benefit of the company. The correct combination of SEO and SEM is the key to the high efficiency of the online business.
The Foundation of SEM
To achieve the goal of gaining visitors from search, different technologies are developed. They are constantly improving, new ones are emerging. Usually, they complement each other and work in a complex.
The main options that search marketing uses include:
- contextual advertising;
- search engine optimization;
- work with social networks;
- behavioral marketing;
- work with video and photos;
- targeting advertising;
- reputational marketing.
The three most popular methods are as follows.
- Contextual advertising. This is information about the product/firm in the search engines, placed on the search engine spots for keywords. Advertisements can be textual and graphic.
- SEO. This is a set of actions aimed at modifying the Internet portal, to promote it in the list of sites issued by search engines. In this form of Internet marketing, customer attraction is achieved through improved quality, quantity, the uniqueness of the content of the site (articles, information).
- SMM. This is a method of search marketing, in which the promotion is achieved through the publication of information in social networks. To make this technique effective, the company needs an interesting and informative presentation, constant communication in networks and forums. It is possible to use audio and video materials. This is a kind of hidden advertising.
The popularity of search marketing for the past few years is constantly growing. And this is quite justified because its cost is lower than for traditional types of advertising. Customers attracted to the site are interested in buying, because they came just for their request. The competent organization of this type of marketing is usually the result of the work of marketers, webmasters, copywriters, programmers, SMM managers, designers, editors and others.