Search Engine Marketing: Increasing Visibility and Traffic

This article discusses search engine marketing, its benefits, how it works, and how to use it effectively to increase visibility and traffic for your business.

Digital Marketing

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
DISCUSSION OF SEARCH ENGINE MARKETING..................................................................1
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Digital marketing could be defined as the type of marketing which is focused with using
electronic devices to market the products and services. It is one of the main mode of marketing
which can help to spread awareness of all the products and services that are offered by
businesses to the customers. Some of the main examples of it are content marketing, social
media and google ads. The technique which was selected to play the simulation game is search
engine marketing (Agarwal, Birajdar and Bolia, 2019). It is a type of internet marketing which is
focused with increasing the visibility of businesses so that large number of customers could be
attracted. It is a form of paid advertising which involves the promotion of website. Main function
of it is to optimise the conversion and presence of brand. By using it the companies can increase
their visibility on search engines that can help to enhance sales and profits for the year. Apart
from this, it can also facilitate the generation of traffic on the websites where products and
services are sold to the customers. It is a form of marketing in which the businesses buy traffic
with the help of paid search listings. It is also known as an effective way to increase presence in
the search engines which can result in attraction of highly qualified traffic on the websites of
companies. SEM is a combination of strategies, tools and techniques that are used by businesses
to optimise visibility of webpages and websites to increase number of customers. There are two
main types of it which includes pay per click and organic and local SEO. This report will cover
various topics such as discussion of the technique, its uses and the way in which it is working for
businesses.
TASK 1
DISCUSSION OF SEARCH ENGINE MARKETING
Overview of the technique
Search engine marketing is one of the most effective techniques which is used by
business for the purpose of spreading awareness of all the products and services within the
targeted market. With the help of it, visibility as well as traffic at the webpages ad well as
websites of the enterprises could be increased. In order to reach to the long term business goals
such as higher number of customers, increased profits and sales it is very important for all the
entities to make sure that they are focused with such types of techniques. While playing the
simulation game this technique was selected for evaluating digital marketing (Ištvanić, Crnjac
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Milić and Krpić, 2017). It is a paid form of marketing which facilitate to enhance visibility of
website on search engines like Google. It helps businesses to improve their ratings at the search
engine and considered as the most effective way to grow the business and increase competitive
advantage. There are various benefits of using it and all of them are listed below:
 SEM is very beneficial for businesses because with the help of it awareness about
business could be increased and large number of customers could be attracted for the
business.
 By using search engine marketing the entities will be able to build a good brand image
which will help to generate good profits and revenues for future.
 With the help of search engine marketing, all the campaigns of business could be
managed which may facilitate the attainment of all the long term business objectives such
as higher profits.
 Search engine marketing provides long term exposure to the businesses so that they can
strengthen their market presence and increase traffic at their websites.
 SEM is a cost effective technique of marketing which can help to increase visibility of
business on different search engines and attain long term competitive advantage for the
organisation (Miklosik, 2019).
The way in which search engine marketing work
Search engine marketing is very effective and attractive mode of marketing which can
help the businesses to increase number of clients by improving presence of search engines like
Google. It is a form of paid marketing in which brands are required to pay for the ads that are
presented on the first page of the search engines. As the world is focused with digitalisation so it
is one of the most impressive strategy which could be used for the purpose of marketing. The
entities that are focused with providing these services target specific key words which could be
searched by the customers so that they can facilitate the brands to target large number of
individuals to buy their products. It is working effectively for all the businesses that are using it
for the purpose of attracting large number of customers (Nilsson and Alanko, 2018).
When it is used by the companies then it generates highly qualified traffic which can help
to attain long term benefits like improved market image. It allows the businesses to accelerate
and increase the number of users for the websites so that the goals related to increment in
revenues and profits could be accomplished successfully. Apart from this, it also works for
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increasing visibility so that the reach to the websites of targeted audiences could be increased.
When the brand will appear on the top page of search engine then it will help to spread
awareness of all the offerings among the customers (Wong, Collins and Venkataraman, 2018).
Main aim of using it is to improve the business results and it could be achieved by
appearing as the Google ads in front of customers who are targeted by the businesses. For this
purpose, the entities that are offering the SEM services make sure that they create the optimised
landing pages that put the users on the path to conversion. One of the main benefits search
engine marketing is cost effectiveness as it works in less budget as compare to other forms of
digital marketing except social media marketing. It is mainly focused with increasing the growth
rate of brand and when it will start to grow than it can help to enhance the investment in the
business. Apart from this, search engine marketing helps to get measurable results and take
follow ups in real time which can help to find solution for the marketing related issues of
business. One of the main solution is google ads which provides businesses a large number of
metrics on campaigns (Nyagadza, 2020).
The way in which technique is used
Search engine marketing is the mainly focused with increasing the visibility of business on
search engines so that businesses can attain growth and development. As most of the companies
are having good rankings on search engines like Google it is the result on Search Engine
marketing. It shows that if it will be focused by the entities then it can help to increase the
number of customers for business. In order to use it the businesses are required to purchase the
listings on the sponsored area of the first page of search engine which is Google. There are
various types of search programs that are paid and used for the purpose of SEM. One of them is
Pay Per Click which means that the company providing the service will get paid for each click of
the customers on the link or website of client or brand. While using it, it is very important for the
businesses to make sure that they are focused with generation of traffic on the targeted area of
website so that new leads could be generated, brand could be built and traffic from competitors
could be diverted. Apart from this, it is also essential for the businesses to make sure that they
are focused with increment of sales while using SEM because if it will not be taken into
consideration while formulation of strategy then it may result in failed application of SEM
(Smith, 2016).
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There are various aspects that are required to be focused by the businesses while
formulating the strategy for search engine marketing (Roslina and Shahirah, 2019). First of all,
marketing campaigns are required to be formulated so that future activities could be carried out
systematically. After that, marketing plan and budget is required to be generated which can help
to ignore the possibility of overspending and failure. Right after it, strategy for search engine
marketing is developed where the website of the company will be targeted so that visibility of
business could be improved. By focusing upon these steps business will be able to use SEM
effectively.
CONCLUSION
From the above discussion it has been concluded that for all the entities to be focused
with different forms of digital marketing. One of them is, search engine marketing which can
help to improve visibility of business on search engine and increase traffic on the website of the
company. While using it the enterprises will be required to be focused with formulation of
effective strategies so that the technique could be implemented successfully.
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REFERENCES
Books and Journals:
Agarwal, H., Birajdar, A. and Bolia, M., 2019. Search Engine Marketing Using Search Engine
Optimisation. Asian Journal For Convergence In Technology (AJCT).
Ištvanić, M., Crnjac Milić, D. and Krpić, Z., 2017. Digital marketing in the business
environment. International journal of electrical and computer engineering systems.
8(2.). pp.67-75.
Miklosik, A., 2019. Search engine marketing strategies: Google answer box-related search
visibility factors. In Handbook of Research on Entrepreneurship and Marketing for
Global Reach in the Digital Economy (pp. 463-485). IGI Global.
Nilsson, R. and Alanko, C., 2018. STREAMLINE THE SEARCH ENGINE MARKETING
STRATEGY: Generational Driven Search Behavior on Google.
Nyagadza, B., 2020. Search engine marketing and social media marketing predictive trends.
Journal of Digital Media & Policy.
Roslina, A. H. and Shahirah, M. N., 2019, January. Implementing white hat search engine
technique in e-business website. In Proceedings of the 10th International Conference on
E-Education, E-Business, E-Management and E-Learning (pp. 311-314).
Smith, A. D., 2016. Search engine marketing and customer relationship management within a
social media environment. International Journal of Business Information Systems.
22(2). pp.181-210.
Wong, J., Collins, B. and Venkataraman, G., 2018, June. Large Scale Search Engine Marketing
(SEM) at Airbnb. In The 41st International ACM SIGIR Conference on Research &
Development in Information Retrieval (pp. 1357-1358).
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