Search marketing is at the foundation of digital marketing, contributing to a large part of the activity driven online. While it primarily focuses on improving the visibility of websites online, its influence on the online-verse, in general, is nothing short of remarkable.
Search marketing comprises of two main parts- SEO and SEM. SEO is a practice which aims to increase the visibility of websites on search engine through organic traffic. SEM is similar to SEO, the only difference being that it focuses instead on inorganic methods to drive traffic.
Most digital marketing campaigns around the world are driven primarily by search marketing. Even after the rise of social media, most digital marketers still regard search marketing as the only hard-core reliable digital marketing technique that guarantees traffic coming into the website being promoted.
From student at a digital marketing course in Delhi, everyone understands the importance of search marketing and the role it plays in a digital marketing campaign.
While there is ample information on search marketing out there, there is not enough content detailing the very basics of how the basic parts of search marketing work. In this article, we will discuss the very basics of search marketing.
Search Engine Optimization (SEO)
Even a beginner without knowing much about digital marketing would likely have heard all about the importance of content. SEO is the part of digital marketing which is influenced the most by content.
SEO aims to improve organic search traffic coming to a website by investing in content and backlinks.
The role of content in SEO is obvious. Any search query made on a search engine is driven by the need on the part of the searcher to find some form of content. To make sure people looking for their content find it, digital marketers have to make sure their content contains the right percentage of keywords used in the right context.
To make sure the right content is created, digital marketers have to invest in keyword research. This ensures the keywords being targeted through the content are actually popular enough to pull in necessary traffic.
Link building is the other part of SEO which represents one of the most important practices in digital marketing. Link building is a practice which is aimed at building more and more backlinks for a website.
Backlinks are a sign of credibility in the eyes of the search engine. More and more websites giving backlinks to a given website build their own reputation in the eyes of search engines.
Digital marketers while pursuing backlinks should be careful so as to not get too many low-quality backlinks linking to their website. Relevant high-quality backlinks are necessary to improve SEO optimization and improve search ranking to the website.
Search Engine Marketing (SEM)
Search engine marketing refers to the practice of using ads on search engines which are targeted based upon keywords chosen by the advertiser.
For example, if a car servicing company wants to have its website listing appear on a search engine whenever someone searches ‘car servicing’, the company can use Google AdWords to advertise on the chosen keyword.
SEM solves the problem of reach and efficiency. Reach is solved by the sheer knowledge people have about search engines. Efficiency is established with keywords, as only people searching for specific keywords see the ad, thereby guaranteeing their relevance.
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