Digital Marketing: Let’s explore a bit more the major channels of the Internet Marketing. By doing this you will be very clear about Digital Marketing. We shall take them one by one. To begin with let us take ‘Search Engine Marketing’, also known as SEM.
Search Engine Marketing (SEM) is the process of getting traffic from search engines either organically (i.e. free) or paid (i.e. through advertising). SEM has two main pillars: SEO (Search Engine Optimization) and PSA (Paid Search Advertising).
Search Engine Optimization (SEO) is the way to get free traffic from search engines and Paid search ads (PSA) is the process of paying for your ads to appear on search engine results pages.
The main aim of Search Engine marketing (SEM) is to increase the visibility in search engines by achieving high rankings in the search engine results pages (SERPS) or to get top positions for ad placements. Higher ad positions and rankings mean more traffic and this has a number of added advantages.
Why Search Marketing is so Important?
Before getting into the details on what is SEO and PSA and how to use them to get more visibility and traffic from search engines, let’s quickly examine the importance of SEM for the success of a website or online business.
Search engine marketing is important because it’s the process to follow to optimize your website or ads so that they appear in the top positions.
It is a fact that in today’s World the Internet is the source for everything we need to know, learn, ask, buy or do.
Whenever we have a question or looking for something, the first thing we do is to turn to a search engine (in the majority of cases Google), and type in our search query. When we hit SEARCH, we expect to either get a direct answer to our question or a list of resources (and this list includes both ads and websites), that can satisfy our intent. The majority of users click on one of the top ads or one of the first five organic results.
Search engines are working hard to improve the quality of their search results by presenting to the searcher those websites (or ads) that will keep their users happy and come back again for more searches. To do that they have developed complex algorithms that take a number of variables into account before they decide which websites (or ads) to show in the top positions.
Your goal is not just to have a presence in search engines but to show in one of the top 5 positions for the search queries (keywords), that matter for your business or website.
Search Engine Optimization (SEO)
Search engine optimization (SEO) is the process of optimizing your website for achieving higher rankings in search engines for certain keywords. SEO principles can also help you create high quality websites with good content and satisfy the user intent.
Until 10 years ago, SEO was about keyword stuffing, publishing mediocre content and building links but this is not the case today. Now, SEO has become more complex and to get it right, you have to take into account a number of parameters.
Why is SEO important?
Higher rankings, more traffic: If your goal with search marketing is to get traffic to your website without having to pay for ads, then SEO is the way to go. As mentioned above, the websites that appear in the top 3 positions of the organic results get more than 60% of the traffic – This statistic alone explains the importance of SEO.
SEO can guide you on how to create better websites: SEO is not just about search engines but it’s mainly about users. To have a fully optimized website for search engines, it has to optimized for users first and this is what SEO is all about.
Paid Search Advertising (PSA)
Besides getting organic traffic from Search engines, the other way to take advantage of the millions of users that use search engines on a daily basis and get targeted traffic to your website is through paid ads. If you search Google you will notice that above and below the organic results, you are presented with Paid Ads.
No business or website can survive online unless it follows solid search engine marketing practices. Search engine marketing gives you the framework, tools and processes to gain more visibility in search engines either by getting higher positions in organic results or better positions for your ads.
The two main components of SEM, SEO and PPC, can work together in harmony and maximize your results. In the online business World, it’s never the one or the other. Both are two powerful tools in your digital marketing arsenal, which you can use to boost your online presence.
You first task is to make sure you have a great website that is functional and easy to use, then to work on your content and deliver the best possible result to your users.
You next step is to start working on your SEO and gradually work your way to the top of the organic results and if applicable, to start working on your PPC campaigns and maximize your Return on Investment (ROI).
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