In 2014, the National Retail Federation declared that search marketing is the most effective way to acquire new customers for online businesses. Are you using this low cost and powerful method of customer acquisition?
Searchengineland.com defines search marketing as “the process of gaining traffic and visibility from search engines through both paid and unpaid efforts.” This means both SEO and SEM. SEO, search engine optimization, enables customer acquisition through paid and unpaid listings in search engines.
SEM, search engine marketing, means buying traffic through paid search listings. You’ve seen this when you’ve used Google, Bing, or another search engine – the first listings for the big three are often purchased through Google Adwords, Bing Ads, or Yahoo Search Ads.
Google Search turned 20 in September and over those two decades search performance has improved exponentially. That’s important, particularly if your market or one of your markets is the United States. 84% of Americans are shopping for something at any given time, according to Google.
Google observes that consumers today are “more curious, more demanding, and more impatient than ever before.” What does that mean for you as an online businessperson? It means that when you come up in their search results, you have a very short time to convince them that you understand their needs and can meet their needs better than any other option out there.
A study by BrightEdge reports that organic search was the “largest driver of traffic and revenue for almost every industry analyzed.” Organic search simply means items that appear in a search result that are not from a paid source or advertisement. Organic search appears because of the relevance to the terms of the search, not because of pay per click advertising. So, are you effectively using keywords and other elements of SEO to get the optimum organic search bump?
You should know that what worked in 2009 for organic SEO will not necessarily work in 2019. The search engines have changed and continue to change. Did you know that Google’s algorithm for ranking pages has over 200 factors? They are constantly tweaking it, so what is true today may not be true tomorrow.
One factor will remain constant: great content in blog posts will raise your visibility and enhance your website’s value. Use keywords that will target your posts to your intended audience. Use creativity and your knowledge to create posts that connect with your readers. When you write about what matters most to your audience, you will get noticed!
A second factor to consider is whether your site is mobile-friendly. Your audience is likely to be using a mobile device to find you on a search engine and go to your site. Mobile platforms. including smart phones and tablets, increased in total digital media time spent from 50% in 2013 to nearly 70% by 2017. As you tackle search marketing, realize that your site needs to be equipped to receive a majority of traffic from mobile platforms.
One more factor: are you omni-channel? What I mean by this is do you do marketing across channels, your website, social media presence, email marketing, SEO, SEM… the more channels you6 are using effectively, the better your results will be.
Every way that a customer or potential customer comes into contact with your digital business needs to lead into a seamless positive experience for them. Have you created a path that is positive for your audience and leads across channels to the sale?
Master every aspect of search marketing and you will grow your business. This includes your branding, keywords, landing pages, and your marketing across all channels. Search marketing is a starting point, and according to the research a very important one.
How have you optimized your search marketing for your business? As always, I’d love to hear your comments below.