Search Engine Marketing

Has anyone ever looked beyond 2 pages of Google?

When we google something, we tend to only look through the first 2 pages. We find what we need in these 2 pages. But how many search results does Google actually produces?

134,000,000 results.

Hundred thousands of search results and yet we typically only explore the first 2 pages.

As a company, how then do we stay competitive to earn (and keep) our top engine search positions on Google?

"Search Engine Marketing (SEM) is a type of internet-based marketing associated with the researching, submitting and positioning of a website within search engines to achieve maximum visibility and increase your share of paid and/or organic traffic referrals from search engines." (Webopedia, 2018)

In this article, we will be discussing the 2 key techniques of SEM - Search Engine Optimization (SEO) and Pay-Per-Click (PPC).

Search Engine Optimization (SEO) is a marketing discipline dedicated to increasing companies' visibility in organic (non-paid) search engine results. The main purpose is to drive up the search rankings, grow organic traffics to websites, and build brands' awareness and accessibility.

Brand Awareness & Visibility

Showing up at the top of the results page raises brand visibility in a myriad of other brands. Organisations gain exposure, and customer awareness. Additionally, a presence at the top of the search engine results contributes to the impression that the organisation is a market leader.

Credibility & Trust

An unpaid search result appearing at the top positions builds credibility for the company. Unpaid search results usually convey the message of a trusted source and consu mers tend to click into the sources they trust. Moreover, there is a mindset that the higher the position of the result, the more relevant and useful the information is.

Sustainability

SEO is extremely cost-effective, and will prove to be a worthy investment in the long run. Although results may not be obvious at the start, returns will increase with time. With correct and consistent implementation of strategies, the time, money and effort spent on SEO will eventually pay off. The ever growing customer base built using SEO will be tremendously sustainable and stronger than many paid media.

Costs?

Especially at the beginning, SEO is money and time consuming. It requires continual effort and takes a lengthy time to manifest. Lack of tangible success can be confusing for marketers, making it difficult to tell whether the strategies employed are workable. Decent Return of Investment (ROI) is prolonged.

Pay-Per-Click (PPC) is exactly as it sounds. It is a form of paid advertising on Google AdWords. The advertisement is listed right on the top of search results when certain relevant keywords are searched. Marketers pay a fee known as Cost-Per-Click (CPC) to Google every time someone clicks in the website.

Top Page Position and Visual Aids

There is great value being in the top positions on the results page, as the majority of traffic goes to these positions. Being 'above the fold', users doing quick searches do not have to scroll or search further for information. Furthermore, visual aids displayed at the top of the page entice consumers to click in for a clearer idea of products.

Conversion Rate

According to an ‘Economic Impact’ report by Google, on the average, for every dollar spent on AdWords, businesses make $2 in revenue. This means that brands profit twice as much from their investments. High investments, high returns. Not to mention, marketers only pay when a consumer click in the advertisement.

PPC Analytics

The best part about Google AdWords is that it comes with Google Analytics. Analytics analyses relevant and key terms that are being searched by users. This allows businesses to identify and employ keywords that their market is using, and avoid irrelevant terms. Besides, brands can decide on the budget they like to spend on Google AdWords. These features provide a way to allocate resources wisely and control cost.

Speed & Quick Returns

PPC is the perfect tool for short marketing campaigns. It garners immediate and incredible payoffs. A PPC campaign can be created within a week and drummed up in weeks. It is also remarkably flexible and versatile, and recommended to be used for product launches.

Costs?

People generally do not trust and are skeptical of paid advertisements. Google AdWords is expensive and PPC requires constant investment to profit. The customer base for PPC do not have a strong foundation, and do not last long beyond the paid period. Hence, it is unsustainable in the long run.

Conclusion

Both SEM techniques have their own advantages and disadvantages. Depending on the business model, they can be used separately or together. The complementary attributes of SEO and PPC produce the best payoffs.

Showing up twice or more on search results doubles the exposure for the business and is likely to increase the number of clicks and brand awareness. From PPC analytics, businesses can see the search terms that drives the most traffic. By implementing this search term in SEO strategy, marketers will be able to organically drive website traffic. A combined marketing strategy will allow the brand to not only achieve a short-term success with PPC, but also a long-term sustained success with SEO.

When you google, how many pages/searches do you look through?

Ultimately, how many do you click in?

Sources:

https://economicimpact.google.com/methodology/

https://searchengineland.com/seo-vs-ppc-pros-cons-integrated-approach-274643

https://www.kunocreative.com/blog/google-adwords-advertising-pros-and-cons

https://www.webopedia.com/TERM/S/SEM.html

https://www.melbournemediaconsulting.com.au/seo-vs-ppc-best-digital-marketing-strategy/

Hey there! I am an undergraduate marketing student, I do not claim to have any great knowledge or foresight in this area, as I still have a great deal to learn. These posts are part of an assignment I am doing, and they solely reflect my personal opinions and thoughts. If you have any take on this, please do comment below to let me know! Thank you!

#digitalmarketing #searchenginemarketing #sem #searchengineoptimization #seo #payperclick #ppc