Search engines like Google are an important part of daily life in 2019. From finding a restaurant to seeing if that lump on your arm is an issue or not, we use search engines for more than we give them credit for. There are an estimated 5.5 billion searches done on Google each day, which is 63,000 per second.
As a business or marketing professional, you should have a deep understanding of the impact search functionality has on your company’s success. When a potential consumer is looking for a service or product that you offer, make sure your website is one of the first to be found.
Let’s review the basics of SEO and SEM and why you need to integrate these solutions into your marketing plan.
SEO / Search Engine Optimization
Search Engine Optimization is the process of optimizing your website so that it can be organically found on search engine platforms like Google and Bing. There is a lot of back end work to optimize a website, but once it’s done, your site is more easily “understood” and recognized by search engine crawlers and will ensure better visibility when a search is performed.
What does that mean for your business? It means you are more likely to be found when someone is looking for your service or product. If you own a barber shop and someone in your area heads to Google to find one, your company’s website is more likely to appear higher on the search results page, leading to more foot traffic for your business.
What do you need to get started? If you are going to try and improve your SEO yourself, you’ll need to know the right keywords to target for search, relevant content that has a good keyword density using the aforementioned list, and a deep knowledge of Google’s regulations forSEO. But every situation is different, so consulting with an SEO professional might be a solid first step.
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SEM / Search Engine Marketing
Search Engine Marketing is different than SEO in that paid marketing is involved by using PPC, which stands for Pay-Per-Click advertising, as the format in which ads are purchased on the main search engines. It’s a cost efficient marketing solution for smaller businesses and puts your site at the top of the page, in front of the organic search results.
What does that mean for your business? SEM traffic is considered one of the most important sources of Internet traffic because it is targeted, so you know the people who click are in your specified demo, making them more likely to be converted into potential customers.
What do you need to get started? Simply put, first you need to open a Google Adwords account. From there, you should start small so you don’t overwhelm yourself and run too many campaigns at a time. Focus on a few keywords and create a consistent journey with your ads.
It can take some time to get these digital strategies performing at the level you want, but the return on this investment can be huge.
If you’d like a quick demo on how to map out your digital marketing plan, the digital strategy team at The Inquirer Solutions Group can help get you started. Contact us today!