The Two Types of Search Marketing
Search marketing refers to a form of internet marketing aimed at gaining traffic or customers via search engines such as Google, Bing, Yahoo and others. The process is critically instrumental in promoting websites.
Search marketing is a broader term which generally involves two areas:
- Search Engine Optimization or SEO
- Search Engine Marketing or SEM
Search Engine Optimization or SEO
This discipline focuses on acquiring customers via visibility in natural/organic search results. To explain in simple words the earlier or higher ranked on the search results page, and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users. SEO can respond to different kinds of searches, including image searches, local searches, video searches, academic searches etc.
Being an internet marketing strategy, SEO takes into consideration how search engines work, what individuals search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website is not a simple task as the process is bound to make various changes and modifications such as editing the content, HTML and associated coding in order to increase its relevance to specific keywords as well as to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks or inbound links, is another tactic used by SEO.
Search Engine Marketing or SEM
Search Engine Marketing focuses on acquiring customers by placing paid ads on search result pages and so it is also known as paid search marketing. It is sometimes referred to as CPC (cost-per-click) or PPC (pay-per-click) marketing, because most search ads are sold on a CPC / PPC basis. SEM brings your business in front of consumers that are actively searching for your products and services on search engines like Google™, Yahoo!, and Bing.
Search Marketing Significance
Given the fact that search engines act as the starting point for online web users as well as the main source of their knowledge, their importance is increasing at an exceptional rate. Every day, there are millions of people using search engines to find products and services as a result of which search marketing is growing at a speed unsurpassable by any other means of advertising-both online and offline.