Search Engine Marketing as a Digital Marketing Tool

Running head: Digital Marketing
DIGITAL MARKETING
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Digital Marketing 2
Introduction
Digital marketing remains a current important aspect of the business that enable reaching
out to many online and internet users. Digital marketing refers to a marketing method that
promotes products and online content or service through digital technologies within the internet
or mobile devices. Some of the common digital marketing tools include search engine marketing,
search engine optimization, content marketing, e-commerce, marketing campaigns, and
influencer marketing. Search engine marketing is one most important marketing platform that
has to increase the effectiveness of digital marketing in the market. Search engine marketing
ensures brand and product awareness that is spread through a currently available platform such
as social media and other digital technologies platforms. Simbound is a simulation platform that
provides digital marketing tools for learners with an example of search engine marketing. The
following reports explore search engine marketing as a digital marketing tool that is currently
used in business.
Search Engine Marketing
Search engine marketing refers to the digital marketing method that involves promotion
of the website and its contents to ensure that the website is visible within the search engine result
page. This ensures high traffic to the website that is converted into the profit through customer
purchase or sale. Paid advertising uses the search engine marketing to increase the chance of
customers or online users viewing the site from the search engine results. Moreover, the search
engine marketing enables the website to have a high ranking thus attracts high viewership and
performance over the internet. Search engine marketing work hand in hand with search engine
optimization that involves increasing the visibility of the website over the search engine result
pages (Ortiz-Cordova & Jansen 2012).

Digital Marketing 3
Search engine optimization refers to the digital marketing tool that is used to market
websites and website contents using search engine visibility. Search engine optimization is used
to increase the visibility of the non-paid search result that includes website and website content.
SEO, therefore, include the technical digital marketing that ensures high traffic, ranking, and
searches awareness of website and its content within the search engine results. Search engine
optimization also includes making a company or business website search engine friendly and
people friendly (Chaffey & Smith 2017).
Search engine optimization is an important marketing method due to a number of
reasons. Firstly, search engine optimization is needed for increasing the website traffic that is
enhanced by commercial search engine services offered by companies such as Yahoo, Google,
and Bing. Secondly, search engine optimization is needed for the website to make the website
visible for many internet users hence can be used for marketing services and products the
company offers. Lastly, SEO provides the company with publicity or expose and market its
products to customers and other potential clients (Kates 2013).
There are many different companies that offer search engine optimization for various
websites as a digital marketing tool. The three common companies that offer search engine
optimization are Google, Bing, and Yahoo. These companies insert companies websites within
their search engine in order to increase visibility and availability of websites contents to
customers and online people (Dahlen 2010).
Example of Google Inc search engine marketing provider
Google Inc is a multinational corporation that offers digital marketing to companies
within the UK and internationally. The company has been ranked among the top best companies

Digital Marketing 4
in terms of search engine optimization that ensures that business is ranked top with high traffic
within search engines. There are three top search engine optimizers and these are Google, Bing,
and Yahoo. Among these search engine optimization service providers, Google his ranked top
hence is used by many different companies within the UK. Google has various digital marketing
tools that have a high online analytical tool that enable website visibility and ranking when a
search is performed by online users. Furthermore, the company place website that has paid for
marketing within the high ranking to ensure that they have high traffic hence faster marketing of
products (Skiera, Eckert & Hinz 2010).
Figure 1: Google SEO Page. (https://support.google.com/webmasters/answer/7451184?hl=en )
Title tags
Title Tags refers to HTML components that specify or make the title of the web page
available. The title tag is another aspect of search engine optimization tool that is used in digital
marketing of website and products. The title tag of a website is the title of the website or web
page that is displayed on the search engine after a search. The title tag is clicked by online users
and directs one to the web page that is linked to the title tag. A common search engine such as