Search engines have been our go-to information source for a while now. It’s estimated that globally, 3.5 billion searches are made a day on Google alone. What does search marketing have to do with this? Well, as the name suggests, search marketing is a tactic used to gain online presence and traffic via paid and unpaid strategies on search engines, such as Google, Bing and Yahoo.
When you type a query into a search bar, studies have shown you are far more likely to choose a result on the first page of results, than you are the 10th page. The key focus of search marketing is to get your pages at the top of the SERPs (Search Engine Results Pages) for your chosen keywords. This can be done via two search engine marketing strategies:
Both of these search engine marketing techniques have their pros and cons. Equally, both are continuously evolving.
SEO, or Search Engine Optimisation, does what it says on the tin. It’s the process of optimising a website and its content so that it ranks high in search engines. There are many different ways to do this, many myths around the subject and the constant evolution of Google and its algorithms means that SEO is never the same for too long.
Some common methods of improving SEM SEO include:
As with every segment of digital marketing, it’s critical to evaluate how effective your SEO adjustments have been. There are plenty of SEO tools available that can help, and of course, a good old-fashioned search in Google can help to ascertain if your efforts have made a difference. Warning! SEO can be quite a long game. It’s not a quick fix, and there’s no guarantee that you’ll suddenly jump up the rankings. SEO must be nurtured and taken care of over a long period of time. Whilst doing so, PPC becomes useful.
Paid search gives much more clarity and gives companies a higher level of control when it comes to the searcher’s ability to find your website. Paid search involves advertisers telling Google for which search terms they want their ads to show. Using a Google AdWords account, you can decide which search terms you want to rank for using keywords. It’s also possible to create ads on social media platforms as well.
Once an ad is clicked on, Google takes the money. If the ad is not clicked on and only viewed, no money is taken. Cost-per-clicks vary immensely. For highly competitive keywords, these can easily reach £50 per click.
PPC can often get quite expensive. If you’re looking to go down the route of PPC, it’s paramount that you closely monitor how your campaigns are going and make small adjustments where needs be.
To stand the greatest chance of succeeding in SEO and PPC, one of the most important things to do is to understand your keywords. Which keywords are your buyer personas searching for? Which keywords are getting the most traffic? Are there any keyword variations that could work? Once this is understood, you’ll be optimising your content and spending money on the right keywords.
At Toast Inbound, we’re advocates of search marketing and understand the importance of both SEO and PPC. We have experience in making websites more SEO friendly and implementing PPC campaigns on behalf of clients. SEO can be quite an unknown entity, but at Toast Inbound we like to remain transparent in what we’re doing. We take time to educate our clients in SEO and have tools to show them how well they’re flying up those rankings and what impact that is having on website traffic and lead generation
For more information on search engine marketing and how Toast Inbound can help, why not get in touch?
For more information about ranking for keywords, why not take a look at a presentation Vaughn gave:
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