What is search engine marketing? A few years ago, such a term simply did not exist. However, the rapid development of Internet technologies has led not only to the emergence of this trend, but also to its amazing popularity. Currently, search marketing is known as an effective way of promotion, which includes a whole range of activities aimed at achieving only one goal - attracting customers.
Definition
If you haven't come across this term before, it's time to get acquainted with it. Search engine marketing involves promotion in search engines in order to attract the target audience. I must say that this is a whole system in which several specialists are involved at once. These are marketers, programmers, copywriters, designers, etc.
Compared to other methods, search marketing on the Internet has the most importantadvantage. It allows you to appeal to an audience that is interested in the proposal addressed to it. This is due to the fact that she comes to the search engine for an answer to her request. By offering what potential visitors need, both of you win. Customers get what they were looking for, and you get real buyers.
Relevance
Search marketing is still fairly new technology. Therefore, users have a logical question: why is it needed and is it needed at all? Let's find out.
So, the main task of search marketing is to attract potential consumers. And not random, but only interested. After all, the offer is addressed only to those who are already looking for a product or service that you are ready to offer.
However, in order for the user to notice your site among dozens of competitors, you need to apply various methods of search marketing. After all, as a rule, scrolling through the issue, the user rarely views more than ten sites. Properly using current technologies, you can be in the top ten and get ahead of your competitors in the fight for the attention of potential customers.
How does it work?
Theoretical definition does not always give an accurate understanding. Let's try to figure out how it works and what search marketing is for.
So, let's say that an aspiring entrepreneur decides to start his own business - to sell lingerie in an online store. This is a sought-after product that is in demand.
HoweverIn any field, you need advertising that allows you to attract customers. Because their absence means no profit. For start-up entrepreneurs, all expenses are in the account, and any advertising is not cheap.
There are quite a few companies that offer search engine marketing among other services. You can even tie the amount of payment to the result achieved or make installments. That is, first the entrepreneur gets real customers, and then from the profits he makes the rest of the payment for such an unusual way of advertising. Convenient for everyone.
Goals and objectives
Knowing the definition is not enough. You need to know what search marketing is used for.
- Sales. This is the most obvious task that this method of promotion performs. It is necessary to attract interested buyers to the site who will make a purchase.
- Image. The more often a person sees your company logo, the more likely they will remember you and sooner or later become a customer.
- Reputation. When it comes to promoting on social networks, reviews can be of great importance. It is desirable to find a way to encourage buyers to leave real reviews. The more positive opinions you can collect, the more the level of trust in the company among potential customers will increase.
- Competition. The market for goods and services is currently oversaturated. That's why it's especially important to compete and win customers over to your side.
- Information. Can be offeredusers with up-to-date information about the goods and services they are interested in. Even if they don't buy anything right away, your company will become their expert. In the future, they may return, choosing you among numerous competitors.
Methods and technologies
You need to understand that SEM (search engine marketing) is a whole range of activities that may include website optimization, launching contextual and viral advertising, etc. As a result, the online resource works more efficiently, attracting target customers and converting them into real buyers. So what are search engine marketing technologies?
- Contextual advertising.
- Targeted advertising.
- Search engine optimization.
- Social networks.
Let's talk more about some of the technologies listed above.
Search engine optimization
This is just part of the marketing campaign. Assumes work directly with the promoted site. Moreover, search engine optimization can be both internal and external. In the first case, they work with texts published on the site, meta tags, links, etc. In the second case, efforts are aimed at increasing the number of links on third-party resources.
There are many factors that allow you to increase the position of the site in the search results. It is not necessary for a simple user to know them all. There is a separate profession for this, whose representatives are engaged in searchwebsite optimization.
Contextual advertising
This is a system for placing paid ads, created by the search engines themselves. Each user can create their own ads and in this way attract the target audience to their own site.
The advantage of contextual advertising is that the user does not pay for the very fact of placing an advertisement. Payment is deducted only if the user clicked on the ad and went to the specified site.
Another important feature is that in order to get to the top lines, you do not need to do long and painstakingly optimize the site. You can buy this place for a fee set by the search engine. It is difficult to predict how high the conversion will be in this case.
Social networks
These sites are incredibly popular among the public. Not surprisingly, marketers use this quite successfully. In this case, they often publish materials that are interesting to users, support communication in thematic communities, etc. In a sense, social media marketing can be called covert. In addition, this method of advertising is not suitable for all companies. Not every product can be advertised with beautiful photos on social networks and enticing texts.
Search Marketing Security
This question becomes relevant if illegal methods of promotion are involved. Conventionally, they are called "gray" and "black".
Above were described exclusively "white"search engine marketing methods that are loyal to search engines. Such conscientious promotion requires a lot of time and effort, but ultimately increases the reputation of the site and gives a reliable result.
Why then use "gray" and "black" schemes? For the reason that not all site owners are willing to invest a lot of time, effort and money in a conscientious promotion. However, you need to understand that when using dishonest methods, then it will be extremely difficult to restore the site's reputation or even impossible.
Forbidden methods:
- spamming;
- automatic exchange and purchase of links;
- posting links on non-thematic sites.
Some of these methods may work, but may also result in a site ban. Then it will completely disappear from the search results. Is it worth the risk, each site owner decides for himself.
Flaws
- Delayed result. It may take several weeks of hard work to see the first results of search marketing. You need to understand that this is a task that involves long-term implementation. Don't take it up expecting lightning fast results.
- Dependence on competitors. Even if, as a result of well-organized search marketing, you manage to be in a favorable position in the SERP, everything can change at any time due to the actions of your competitors.
- Difficulty. Carry out a full range of activities to promote the company on the Internetalone is almost impossible. This requires a whole team of professionals, not random people.
- Financial costs. You will have to pay for both the services of specialists and search marketing. For example, if we are talking about contextual advertising. You need to understand that promotion cannot be absolutely free.
