search engine marketing

What is Search Engine Marketing?

The internet has increasingly become the first – and often only – a tool that consumers use to research goods, services and providers before they buy. This makes search engine marketing (SEM) a vital component of any business marketing plan.

The main purpose of SEM is to drive traffic to your website with the intent of converting those visitors into customers. It is important to have your business site listed near the top of the search engine rankings since very few internet users will actually look at search results after the first couple of pages.

SEM process includes: two categories: organic and paid and both are equally important.

Organic Search Engine Marketing

Organic” SEM is a “natural” way to improve your ranking in search engines and therefore drive traffic to your website. This is known also as SEO (Search Engine Optimisation). The process includes many techniques designed to help your website rank higher in search engine results.

In order to optimise your website properly, you need to do a research on what keywords or phrases your potential customers are searching for. Then you need to think of web content which includes those related keywords in a way that is easy for search engines to pick up.

organic search graphic from Google Search Console

As far as the design of your site goes, an optimised website should have links from different internal pages. This make easy for the search engine spiders to navigate and collect information. Our SEO strategies are focused on enhancing your website’s visibility, outranking competitors and ensuring your offerings are at the forefront of your target audience.

Finally, you should have links on other reputable and relevant sites that lead back to your site. Link building strategies will help you increase your rank too. Here are 20 link building techniques that will help you learn how to build links that will boost your search rankings.

Paid Search Engine Marketing

If you have a lot of competition in your field, it can be difficult to get a decent ranking organically. If this is the case if your business, you can think of investing in some paid SEM.

Pay Per Click (PPC) advertising is the most common form of paid SEM. PPC ads are the ones you see at the top of your Google search with the word “ad” written discreetly next to the link. Search engines such as Google sell keywords to the highest bidder. As the name suggests – you only pay for the ad when someone actually clicks on it. PPC is a highly cost-effective method of advertising on both search engines and websites.

At Thrive On Digital, we aim to understand your business, develop customised and actionable digital marketing solutions to help realise your goals. Learn more about our PPC services.

man writing query in Google

Other forms of paid SEM include banner ads, remarketing as well as ads on social media sites such as Facebook, Twitter, Instagram and YouTube. It is usually not necessary for a business to engage in all of these forms of SEM but we do usually recommend a mix depending on the business and its specific goals.

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