Search Engine Marketing PDF

Search Engine marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Use of search engine marketing and how it is important for business process......................3
Two main categories of search engine marketing and how it is important and why (paid search
on Google)..............................................................................................................................5
Organic search and Pay per click advertising and comparison. ............................................8
Different companies used the search engine marketing and technique best for which
companies. .............................................................................................................................9
CONCLUSION..............................................................................................................................10
RECOMMENDATIONS...............................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Social engine marketing is the most common technique that help for increasing the
business process all over the world. It will be beneficial in the competitive market to maintain
their enterprises activities. This report will discuss about the specified used of search engine
marketing and how it can be beneficial for business operations and functions. This assignment
will describe the two main categories in the search engine marketing and how this concept
important in the paid research on google. Furthermore, There are different type of keyword used
in the search engine marketing that how it includes the right keyword in the website. This
assignment will describe the Pay per click and organic search comprises in briefly. At last task, it
will discuss about that which companies has beneficial for search engine marketing.
MAIN BODY
Use of search engine marketing and how it is important for business process.
Search engine marketing is the best practice of business process that uses different types
of paid advertisement. This will help for appear on the search engine results pages.
Advertisement is the best part of search engine marketing to promote their product and services
in the marketplace. Many companies have used the various types of promotion tools and
platform to explore their business activities. This platform is beneficial that support to manage
the marketing of website and applications (Yvonne and Peter, 2016). This is basically about to
gain the visibility on search engine where many user search the different types of services and
term regarding the business process. It will help for maintaining the ranking of organizations in
global marketplace. There are different ways to use the search engine marketing in the business
process.
 Generate new leads- The lead generation through Search engine marketing which is
useful for identifying the consumer demand in the marketplace. It is all about to bring the
people into their funnel sales. Lead generation is collecting all the intelligence of
customer to known about the audience and targeting according to their interest. It is also
consisted of different things to send the survey with the help of mail and fulfil the need
and requirement of business. Social media can makes process easier because the
important information related the services share to the people. There are large number of
user increases by using different platform such as twitter and Facebook and social media
etc.

 Sell products- Search engine marketing is useful for selling the product in the
marketplace. It also beneficial for increasing the visibility of website where all the
consumers can easily check the availability of product and services in proper manner.
Internet will help for increase more traffic in the business and promote their goods or
services (Bernard and Theresa, 2017). Customer now turn into the internet to search
particular product with the help of search engine marketing and this will help for
targeting the traffic of website (Search engine marketing, 2018). Many users can use the
specific keyword to search the product on google. In this way, it is necessary for
organization to use this concept for managing the enterprises aspects and listing large
number of search engine pages result or outcome to their consumers.
 Build their product- Search engine marketing is an effective process that help for grow
the business operations and functions. It also used the different type of advertisement
platform to represented an effective way on the website. The organizations are applied
the proper time and resources for building an effective quality of product in marketplace.
Peoples are more willing to buy the best product with the help of search engine
marketing. The firm is mainly focused towards the audience to build trust by using search
engine and also provide various option for user to follow some procedure to identify the
best quality of product in marketplace.
 Divert traffic from their competitors- Many organizations can register to use own
domain name that easily undercut the name of brands. This process will happen with the
help of search engine marketing. It can be used the relevant marketing which diversify
the customer from their commercial websites. Search engine marketing is used the
domain names which is the best tool help for steal traffic away from the high brand
profiles.

Two main categories of search engine marketing and how it is important and why (paid search
on Google).
Search engine marketing is a process that help for managing the business operations and function
in effective manner. This process will the set the entire strategies and technique to increase the
large number of visitors from the search engine in the business development. It also promotes the
website for increasing the visibility of contents.
The two main categories of search engine marketing discuss as followings:
 Paid search- This is based on the text advertisement that show in the website by using
the search engine such as yahoo and google. This will be targeted to the keyword that
searched by the users (Amber A and et.al., 2018). Paid search is a technique for targeting
the advertisement and also support to build the strong analytics. This search can be
referred to the search marketing, cost per click advertisement and pay per clicks etc. Paid
search is a type of marketing that affords for business process to provide the opportunities
in the advertisement of product and services. It is also sponsored for listing all the search
engine or partner site by the paying. This marketing will inexpensive or scalable form of
marketing designed that connect with the advertisements. There are different smartest
paid research marketing to easily see the promotion messages and ads by using the pay
per click campaigns. There are different keywords used for searching the product and
services on google such as use negative keywords, match text to pages etc.
 Organic search- This search is basically the comes from the results with the generic
search in order to rank the business for highest positions. It will help for maintaining the
higher rate and site appears in the term of search. Search engine marketing is promoted
the website for increasing the visibility of search engine pages and their results by using
paid search. Organic search is a process or method that help for entering one and more
search term in single strings of text. This marketing search will display the lists which
based on the relevant to the search terms.
Search engine marketing can support to the making overall marketing strategies for managing
the business operations and functions. This will help for increasing the productivity and
profitability all over the world.
 It can be increase the brand awareness of organization in global world.
 It also used for selling the product and services by using the online content or platforms.

 Search engine marketing is generating the online leads to increase the sales in
marketplace.
 This search can provide the different type of content such as informational and
educational.
Search Engine optimisation-
Search engine optimization is a process that affect the visibility of online website and any
other web pages. This process will help for increasing the large number of visitors on particular
website. In this way, the site can be appear on the highest position.
It is important for organization which provide the facilities that assist to search engine for
discovered and manage the rank of website on the internet. In this way, it will increase the large
number of visitor on the website. There are following ways to determine that Search engine
optimization is beneficial for organization.
 Organic search is the most important part of website performance to provide the options
to the customer when they easily search the website by using keywords.
 Search engine optimization technique is build the strong trust and credibility in between
the customers. It is main foundation for increase the number of user experience. In this
way, this technology is developed the better experience to the user towards the services.
 Each and every organization want to increase the ranking and visibility that's why, it is
the best platform for maximizing the popularity and demand in marketplace.
Title page and how it should be used in SEO
A title page/tag is basically used in the HTML element that specify the different web
pages in proper manner. This page can be displayed on the search engine results as per the click
on the headlines according to the given results. This tag is important for the purpose of usability,
social sharing and Search engine optimisation. It is accurate and proper descriptions of content
that post on the website. Title tag is important that help for understanding the search engine in
the proper manner.
For Example-
<head>
<title> Example title </title>
</head>

Meta descriptions-
Meta description is based on the HTML attributes that provide the entire details of web
pages in the form of summarise ways. It is based on the description of content while it cannot be
used for search engine for the purpose of ranking. It is extremely important to gain information
on click from the SERPS. It contains the relevant information about the organization and their
product. It can be describe in intelligence ways and employee target the keywords that present in
the web pages.
For Example-
<head>
<meta name= “ Thomas” content = this will be example of metadata.”>
</head>
Keyword is used in the search engine optimization and how it is important to include right
keyword in the website.
Search engine optimization is basically the used the keywords that represented in the
form of phrases in the web content. It makes possible for user to easily find particular website of
organization by using search engine. A website can be optimized in proper ways therefore,
search engine also used the same language that's why, it is easy for potential user to connect with
the site by using keywords. These keywords are the main component of search engine
optimization to maintain the ranking of website on the internet (Sarah Quinton and Mohammed,
2018). Many organizations always maintain their website because many users are looking for
particular product and services. It is beneficial for firm to providing the best offers for consumer
to make it easy to find the results on google. In this way, it can determine that search engine
optimization is needed for business development to maintain their visibility and ranking of
website in effective manner. SEO keyword is important that help for managing the different
operations such as google auto suggest and google keyword planner etc.
Important for website to use the right keyword-
This is the important for each and every organization to use the right keyword on official
website for seeking the information through the online forum, google search engine optimization
and online marketing etc. It is important for both user and search engine which depend on find
out the website by using keyword. The organization is selecting the right keyword which match
to content of website (Dirk, 2018). In this way, it can be optimized to show the result of search

engine. It is important for selecting the suitable keyword to identify the right content of website.
There are different types of strategies helps for identifying the keywords.
 Analyse the website and set the specific goals of keywords.
 Understanding the type of keyword which applicable in the website.
 Research to the audience.
 Analyse and identify the competitors.
 Use the proper keyword tool for expand the lists.
Organic search and Pay per click advertising and comparison.
Organic search is a process that help for improving the traffic towards the website and
also useful for displaying the results of search engine by using the keywords. It is the best factor
that provided the relevant search terms and correct search engine optimization. The search
engine outcomes and results depend on the position of link (Mark Shane, 2018).
Pay per click is based on the advertising model that help for connecting with the traffic to
the website. This is also known as cost per click. It is commonly associated with the search
engine to advertise the relevant keywords, phrases to target the market.
Comparison between organic search and Pay per click
Organic Search Pay per click
 Organic search cannot pay for
promotions and advertisements.
 This marketing search is critically
listing the website pages.
 This is important for online business to
show the 80% traffic that generated on
the website (David, Moxley and Susan
Maze, 2016).
 The biggest organic search engine is
google to provide all type of
informations and details.
 This marketing will use the campaigns
for targeting the specific search
 Pay per click advertisement appear on
the website and display the results of
search engine pages.
 Pay per click is the mostly used for the
promoting the product and services by
online.
 This platform is based on the paid
marketing to invest some money for
promotions of product and services.
 It can be used the paid campaign to
target the audience (Abdel, 2017).
 Pay per click system can includes the
Google AdWords, Facebook and

engines.
 Example of organic search is search
engine optimization.
Yahoo advertising tool and platforms.
 The Example of pay per click is web
solution advertisement options.
Different companies used the search engine marketing and technique best for which companies.
Search engine marketing is modern technology where all the organization used this new
concept to develop their business all over the world. It is more efficient technique to handle the
business operations and functions. In this way, many consumers directly search the website
through keyword to identify and check the details of product and services (Hamilton, Coimbra
and Jose Afonso, 2015). Search engine optimization is the simplest form to improve the e-
commerce website of organization which requires for business to optimize the search engine and
user easily buy product through the website. In this way, consumer can directly connect with the
firm to check the entire details of product and their services. Companies used the search engine
marketing technique which consists of both paid and unpaid search. This will help for used the
competitive acquisition technique to easily identified the new customers, boost the search engine,
improve the ranking and optimize the campaign of marketing. In this way, search engine provide
the facility to user for looking the business and see different types of ads. (Soumava, 2016).
Many organizations are hired an efficient consultant and employee to create an effective
strategies and plans for managing the marketing effectively and efficiently. Business is utilising
the advertisement tool to collecting all information and data related the competition market. In
this way, it can say that search engine is important tool of customer service that implement on
the e-commerce website. This will help for visitors to identify the proper information of product
and service on site. The most popular keyword and phrases are cost effective more than the less
best-selling. On the other hand, it also generates large traffic of the website(Amber A and et.al.,
2018). This type of advertisement is very effective because the organization is reached to the
potential audience those who are interested towards the offer and discount of products or
services. The business can use the search engine optimization to verify the entire background of
people and also check the employee name with the help of search engine. This technique will
help for generating the display results and outcomes on the website.
For Example- Tesco is a leading organization to use the search engine marketing to maintain the
position in marketplace. There are over 94% groceries product available on the online website.

This firm is basically used the different type of search engine keyword that help for user to easily
identify the particular product on the website. The online grocery has been increased 20% in last
years. This firm is mainly used the search engine marketing to increase the productivity and
profitability in marketplace. It can be applied the organic search that found on the google search
to identify the results and outcomes. This organization can categories the different keywords
according to the specific product. It will create category on the specific index which based on the
search terms in entire the grocery sectors.
For Example- In McDonald's, this organization will use the search engine marketing that help for
increasing the rating in the marketplace. This organization is also used some keywords that help
for easily search the content of website in proper manner. In this way, many customer can used
the online method to order the food by applications. It applied the organic search to easily find
the information of particular product and services.
As per discussion, it can be identified that McDonald's is beneficial for business
development to increase the production in marketplace by using search engine marketing
because this firm always maintain their information in up to date. It is necessary to manage the
business operations and function effectively and efficiently. This is the best platform to
increasing the number of consumer and also maximize the rate of orders by online mode.
CONCLUSION
As per discussion, it concluded that Search engine marketing is the new concept that help
for promoting their website. It also useful for maintain the ranking the official site and increase
the large number of visitors towards the official website. It also provides the specification of
search engine marketing and how it can be beneficial for business operations and functions. It
also defined the two main categories in the search engine marketing and how this concept
important in the paid research on google. It summarized the different keyword used in the search
engine marketing that how it includes the right keyword in the website. This assignment
describes the Pay per click and organic search comprises in briefly and identified that which
companies has beneficial for search engine marketing.
RECOMMENDATIONS
According to the conclusion, it can be identified that pay per click better from the search
engine optimization because it provides the better details and information related product. This is

the best medium to advertisement to product and services in marketplace. Pay per click is based
on the paid search to provide the correct and accurate information in effective manner.

REFERENCES
Books and journals:
Yvonne, Kammerer and Peter Gerjets, 2016.Chapter 10 How Search Engine Users Evaluate and
Select Web Search Results: The Impact of the Search Engine Interface on Credibility
Assessments, in Dirk Lewandowski (ed.) Web Search Engine Research (Library and
Information Science, Volume 4) Emerald Group Publishing Limited. pp.251 – 279
Bernard J. Jansen and Theresa B. Clarke, 2017. "Conversion potential: a metric for evaluating
search engine advertising performance", , Vol. 11 Issue: 2. pp.142-159.
Amber A. Smith-Ditizio, Alan David Smith, and et.al., 2018. "Integrating search engine capacity
and gender preference within a social media captured authority locus of control", , Vol. 25
Issue: 2. pp.374-399.
Sarah Quinton and Mohammed Ali Khan, 2018. "Generating web site traffic: a new model for
SMEs", , Vol. 3 Issue: 2.pp.109-123.
Dirk Lewandowski, 2018. "The retrieval effectiveness of web search engines: considering results
descriptions", , Vol. 64 Issue: 6.pp.915-937
Mark‐Shane Scale, 2018. "Facebook as a social search engine and the implications for libraries in
the twenty‐first century", , Vol. 26 Issue: 4, pp.540-556.
David Moxley, Joni Blake and Susan Maze, 2016."Web search engine advertising practices and
their effect on library service", , Vol. 17 Issue: 2. pp.61-65
Abdel Monim Shaltoni, 2017."From websites to social media: exploring the adoption of internet
marketing in emerging industrial markets", , Vol. 32 Issue: 7.pp.1009-1019
Hamilton Coimbra, Carvalho and Jose Afonso, Mazzon, 2015. "A better life is possible: the
ultimate purpose of social marketing", , Vol. 5 Issue: 2, pp.169-186
Soumava Bandyopadhyay, 2016. "COMPETITIVE STRATEGIES FOR INTERNET
MARKETERS IN EMERGING MARKETS", , Vol. 11 Issue: 2, pp.16-24

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