Search Engine Marketing
Search Engine Marketing In The Outdoor & 4×4 Industry
With the information explosion that occurred in 2014, it has made it increasingly difficult for companies to stand out among all the published information on the internet. This information overload has given marketers headaches when trying to strategize how to market their company online. By utilizing new techniques, search engine marketing (SEM) came into the fold to help marketers compete in this digital world full of published information.
The goal of search engine marketing is for your company website to rank at the top of any potential customer’s search results. By using a combination of advertising, search engine optimization (SEO), optimized web design and high-quality custom content, along with competitive analysis and keyword research, a company can implement SEM into their marketing strategy to help them stand out. You’re only doing search engines a favor by using SEM, because a search engine doesn’t do you any favors when you don’t apply these techniques and approaches when marketing your company online.
How a Search Engine Works
Many people aren’t familiar with how a search engine actually works and what goes into returning results catered to your search request. A search engine copies webpages, analyzes and stores information about the content on the webpages, and then uses that information to respond when a search query comes through. When a person enters a word into a search engine, the engine then presents a list of pages and ranks them according to their relevance.
Roughly 88% of online shoppers did some type of research before they made a purchase, and more than 65% of those shoppers used a search engine to do that research. Like it or not, a search engine has become the first place a consumer goes to in order to find what they are looking for, which has made the way a company ranks in search returns a way to validate their popularity or importance. Companies can’t ignore the importance of search engines anymore, which is why it’s so important for them to add SEM into their marketing strategies.
Isn’t SEO and SEM the same?
SEM is a much broader term than SEO. One sole focus is to provide better organic search results; the other helps you successfully target users of search engines via advertising links in search results in addition to an organic search to send targeted traffic to your website. SEO and SEM are not competing, but rather complement each other quite nicely because SEO is considered a subset of SEM services. If you want to have an online presence in today’s digital world, you need to be visible in both organic searches and the advertisements that come up in those search returns. Incorporating both SEO and SEM into your marketing strategy will only help your business grow.