Search Engine Marketing

Search engine marketing is a technique used by companies to increase the visibility of their website and attract customers through paid ads. This report provides an overview of search engine marketing, its benefits, and how it works. It also discusses the tools used in search engine marketing and its importance in digital marketing strategies.

Search Engine Marketing
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Table of Contents
Search Engine Marketing ...............................................................................................................1
INTRODUCTION...........................................................................................................................3
Overview of search engine marketing ........................................................................................3
The ways in which search engine marketing technique works ..................................................5
CONCLUSION ..............................................................................................................................7
REFERENCES................................................................................................................................9
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INTRODUCTION
Search engine marketing is a technique used by the company to increase the visibility of
their website and portioning it through search engine result page. These are kind of paid ads and
the company targets certain keywords and as user searches for that word the ads appears to them
and motivate customers to click on that and buy. It is an important tool and technique for digital
marketing as it provides a greater opportunity to advertisers and company to put their ads in
front of motivated customers and stimulating them to buy from them. In the further report an
overview about the search engine marketing, the reason for using it and the benefits of using the
technique will be discussed. Also the way in which the technique works will also be examined
and also how this technique is being used by the businesses as part of their digital marketing
strategies. There are various tools which are used in search engine marketing such as SEMrush,
word stream, Google Ads, super metrics, spy fu etc. it helps the marketers to manage and
monitor the paid search ads. This technique is also called pay-per-click advertising and the
reasons marketers use this technique is that it is easy and build traffic quickly. Also the users
trusts the search engine result page and there are greater chances that user will click on the ads.
As the trend of online shopping is increasing therefore search engine marketing becomes a
crucial platform for advertising and highlighting their website.
Overview of search engine marketing
Search engine marketing is an effective technique to enhance the presence of the
company website on the search engine result page. This technique helps the company to attract
good and qualified traffic to the website of the company. It is tool to multiply the visibility and
promoting the website so that the objective of the company can be achieved to increase the sales.
It is the tool in which when the user searches for any keyword related to the keyword selected by
the company the ad appears at the top in the search engine result page (Hassan. and Dadwal,
2018). The aim is to optimize the search engine advertising of the company. It is a kind of paid
advertising.
The search engine marketing is used to generate the qualified traffic is an advantage as it helps to
direct the traffic and accelerate the user to the website of the company
It is also used to generate the visibility even if the user does not click on the ad but the ad is
visible to the user and it makes the brand associated and familiar with the user.
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It is also used in generating conversions and ultimately improves the business results. Through
this technique the company will create an optimized landing pages and will try to convert the
users into customers (Nyagadza, 2020).
SEM is also used to get most out of the budget as the investment is low and reasonable and
efficient as the company has to pay only for the clicks in this way the company ensures that the
budget is used at its maximum.
Benefits of using search engine marketing.
Using the search engine marketing benefits all types of businesses and is becoming a popular
concept in online marketing. There are various benefits of using search engine marketing such
as:
Increases brand awareness and reach- Placing the ads at the top of the search engine
result page gives the company a great visibility and increases the brand awareness for the
company. As the ads coming at the top gets more attention as majority of the users are using
search engine for the any type of enquiry therefore it is platform through which the company can
increase their chances of visibility and reach. The company tries to increase their brand
awareness through ads headlines, description, display URL or extension links. The higher the
chances of visibility of the website the higher is the chances of recommendations.
Helps in generating revenue quickly – Search engine marketing helps in generating
revenue quickly as the motivated user spends less time in thinking and as soon as the user looks
at the ad he directly without wasting time clicks on the website and buys if he or she finds
anything that satisfy their needs which helps in generating revenues quickly.
Helps in targeting right person at right place – It is the best technique to target the right
audience as the and are shown as per the need and requirement of the users who have an
intention to buy something and the ad is shown to those who are searching for the related
keywords (Terrance, Shrivastava. and Kumari, 2017). The company makes an effort to choose
the right keyword and the highly searched keyword. As most of the users are now online
therefore it is the right platforms to reach the right person at right place.
Gives competitive advantage – As advertising on the search engine result page gives the
company a competitive advantage as the visibility of website is also there in the minds of users
and also by looking and observing the ads of competitors the company can improve theirs and
can get an edge over them.
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Cost effective in increasing the conversion – Search engine marketing is the most cost
effective technique to increase the conversion rates. The objective of the business will be
fulfilled by this technique which is to convert the marketing campaign into the successful
conversion by increasing the sales. Also, the conversion scan be measured through certain tools
such as google ads etc.
The ways in which search engine marketing technique works
The way in which search engine marketing technique works are as follows:
The first things is to create a search strategy in which decision on the amount of traffic
wanted, the budget needed and the objective of the marketing. After analysing the pros and cons
of each strategy the best one is to be chosen. The target audience should be decided and also the
company should identify the product or service that could serve the needs of the targetted
customers.
The second thing is to select an appropriate keyword for the campaign before optimizing the
site (Jiang, 2018). Before selecting the keyword brainstorming is an important step and for
deciding the keywords various tools are used Google keyword planner, Google search console,
soovle, google ad words etc.
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Source : Hardwick, How to Use Google Keyword Planner.2020
The third stage is to optimize the content of the website in which the company rewrites the
content so it is in parlance with the chosen keyword. The company should make sure that the
content is organized in a better way. For optimizing the content it is important for the company
to focus on site structure and the company should make efforts to make it search engine friendly.
The fourth stage is submitting the site for indexing to make the website visible to the users.
There are various websites that are used for indexing. The website must be sent to DMOZ.org to
quicken the process.
The fifth stage is to add quality links to the website in which the company builds valued links
of other websites to their websites after analysing those websites which are being frequently
visited by the audience which the company is targeting. The more inbound links the website
have the more popular website will become.
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Illustration 1: Google Keyword Planner

Source : What are backlinks?.2020
The next stage is to manage the paid search advertise in which the company has to bid on the
most relevant keywords. In this stage the company should make sure that the product is
interesting.
The last stage is to measure the success of advertising campaign for which web analytics may
be used. The success can be measured by Cost per click, bounce rate etc.
SEM uses very complex algorithm to target the right audience and there certain factors that
affect the algorithm such as link building, meta information, inbound links etc.
CONCLUSION
It can be concluded that search engine marketing is a technique to reach to the target
audience and also increase the visibility of the website. It is the process of gaining the customers
through showing ads on the search engine result page to increase the visibility and increasing the
sales of the company. There are various ways for which search engine marketing is used such as
to multiple visibility and traffic, to generate sales, also used in generating conversions and
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Illustration 2: Adding backlinks

improving the business results and getting most out of the budget etc. there are various benefits
of SEM such as increases brand awareness and reach, generates revenue quickly, targeting
right person at right place, getting competitive advantage. Lastly the working of SEM techniques
are discussed.
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REFERENCES
Books and journals
Hassan, A. and Dadwal, S.S., 2018. Search Engine Marketing: An Outlining of
Conceptualization and Strategic Application. In Digital Marketing and Consumer
Engagement: Concepts, Methodologies, Tools, and Applications (pp. 843-858). IGI
Global.
Jiang, P., 2018. Understanding the efficiency of keywords in search engine marketing-a
comparison study using data envelopment analysis. International Journal of Electronic
Business. 14(3). pp.273-292.
Nyagadza, B., 2020. Search engine marketing and social media marketing predictive
trends. Journal of Digital Media & Policy.
Terrance, A.R., Shrivastava, S. and Kumari, A., 2017. Importance of Search Engine Marketing
in the Digital World. In ICITKM (pp. 155-158).
Online
Hardwick, J., 2020. How to Use Google Keyword Planner (Actionable Guide). [Online].
Avaiable through:<https://ahrefs.com/blog/google-keyword-planner/>
What Are Backlinks?(And How to Earn Backlinks in 2020). 2020. [Online]. Available
through:<https://www.webfx.com/what-are-backlinks.html>
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