Monday, January 30, 2023

Search marketing, explained - MarTech

Last updated Monday, January 23, 2023 10:05 ET , Source: NewsService

Search marketing is a very big deal.

Consider: While Google doesn’t disclose exact figures, numbers are estimated to be anywhere from 3.5 billion to a truly staggering 8.5 billion per day. Any way you slice it, it amounts to millions of searches per minute, all day, every day. And a huge percentage of those users are researching products to buy, deciding whether to buy those products, looking for options from multiple sellers and so on. Search is a huge component of digital marketing and ecommerce.

For marketers, Google’s ubiquity, along with other search engines like Microsoft Bing — and the overall importance of search in general — means that in order to compete for clicks that convert to dollars, a solid search strategy is a must.

This article will walk you through the basics of search engine marketing (SEM), the umbrella under which search engine optimization (SEO) and paid search (a.k.a., pay-per-click or PPC) sit. We’ll look at challenges facing marketers and best practices to meet them and the future of search marketing.

The web is a big, busy place, so marketers competing for consumers’ time, attention and, most importantly, money must understand the critical role search plays in digital marketing — and how to use search to their advantage.

Table of contents

What is search marketing?

Broadly defined, search marketing is a digital marketing strategy by which marketers use search engines to gain visibility and traffic for their online presence. As noted above, search...

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