Digital Marketing Report: Search Engine Marketing, Simbound

This report delves into the realm of digital marketing, specifically focusing on search engine marketing (SEM) as a pivotal tool for businesses aiming to enhance their online presence and reach a wider audience. The report commences with an introduction to digital marketing and SEM, emphasizing their significance in the contemporary business landscape. It then proceeds to explore the intricacies of SEM, including paid search, organic search, keywords, and title tags, providing detailed insights into their functions and importance. The report incorporates real-world examples, such as Google Inc. and Tesco, to illustrate practical applications of SEM strategies. Furthermore, the Simbound simulation platform is utilized to provide a hands-on understanding of SEM principles. The report concludes with a synthesis of findings, offering recommendations for effective implementation of digital marketing elements, particularly focusing on the discussed topics. This report is a comprehensive analysis of SEM within digital marketing, enriched with practical examples and simulation experiences.

Running head: Digital Marketing
DIGITAL MARKETING
By (Student's Name)
Class
Teacher
Name of the School
City
Date

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

Digital Marketing 5
Google Search uses title tag that composes of 50 to 60 characters long. This makes those titles
with less than 60 words to display properly as compared to the longer title (Pratik 2015).
Title tags are important for a number of reasons to advertisers and companies when used
for digital marketing. Firstly, title tag enables online users that perform the search within the
search engine reach. In this sense, title tag gives site visitors the first experience of the website
when they perform a search on the search engine. Secondly, title tag acts as a direction for
people looking for information related to their search. This is important for directing people to
website hence high traffic and customers. Thirdly, the title tag is used by external platforms
especially social media to display any information shared on the platform. In SEO marketing title
tags displays the title and the content of a page when shared within the social media networks
and other external pages. This help in optimization of the search engines hence a good marketing
tool for website and its contents (Ganis & Kohirkar 2016).
Paid search
Paid search is an element of search engine optimization marketing where search engine
results are determined by payment from advertisers. Paid search is different from an organic
search where the result is displayed normally based on the algorithm. Paid search include other
pay per click services such as cost per thousand, cost per mile and cost per action. This,
therefore, differentiate paid search from PPC that only represent cost per click of the advert
(Ward 2011).
Paid search yield immediate result though is an expensive marketing tool to use for
websites and digital marketing. Paid search marketing as a form of online marketing works to

Digital Marketing 6
increase and place the advert at the top of the search results (Zheng, Bing, Law & Fesenmaier
2010).
There is some ways to enable usage of a paid search model in SEO marketing. Some of
these include paid links and organic links, leverage compelling copy, get content ideas and
identify competitors. Firstly, get a content idea is an important way of using paid search to test
content for actually using it in other areas such as PPC. Paid search assist to yield result faster
and this enables advertisers to predict the performance of content before deployed to search
engine optimization. Secondly, leverage compelling copy is a way that advertiser can use paid
search through compelling various SEO tools such as organic performing pages and meta
descriptions to enhance conversion rate. Thirdly, paid search can be sued through a combination
of organic link and paid link to generate more clicks for ads. Lastly, identifying competitors for
paid search contents is an important way of using paid search as it enables the company to
compete before competitors can start to intensify competition (Gvosdev 2011).
Organic search
Organic Search refers to a marketing tool that involves entering one or many search
materials as a single string of words within the search engine. The result of the organic search
item is displayed as search terms without advertisements. Others such as non-organic search
include pay per click advertisement within the result of the search item. In digital marketing,
organic search is used by various companies such as Yahoo, Google and Bing search engines for
advertisement. These companies insert advertisement within their search engines so as to
conform to search results. In addition, these companies use their search engine to design
advertisements that are similar to search results with the ability of the reader to different search
results from advertisements. Organic search results designed with different formatting that

Digital Marketing 7
include background color, link color, and the placement page. Organic search is, therefore, a tool
that is used by many digital marketing companies that also forms part of analytics within
marketing specialist. Organic Search, therefore, is used by many different companies to market
their websites within the search engine as part of the search result (Ganis & Kohirkar 2016).
Figure 2: major search engine marketing providers and ranking
Organic search as a method of digital marketing within the SEO remains an important
digital marketing tool for a number of reasons. Firstly, organic search still yields a good traffic
result for website promotion online as compared to many digital marketing tools. Secondly,
organic search gives traffic from various sources that the advertiser or content developer has no
control over. For instance, the advertiser may gain traffic from a single source such as Facebook
without control and this leads to better result from the marketing. Thirdly, site stickiness is
another importance of the organic search and involves the creation of long-term customer that

Digital Marketing 8
result from the organic search of the website content resulting from social media. Lastly, organic
search investment ensures that more traffic is generated towards website as long as the
investment stands. Customer experience on the company can ensure that customer come back to
site for long-term company relationship (Nielsen 2016).
Keywords
Keyword, as used in search engine marketing, refers to main text or phrases within the
website that helps them find the web page. SEO help visualize the website through keyword that
is search by online users. When online users perform a search for words within the search
engine, the search engine system match this keyword with the search word. Designing a keyword
that matches clients search within the search engine is important for effective reaching out to that
audience. This is based on the proper listing of key texts that are part of audience frequent search
queries performed within a search engine (Jason 2016).
Using keywords for search engine optimization requires an understanding of performance
and services those customers or online users perform. The company websites need to build a web
with words that enable the user to match key text and website content. , therefore, assist the
advertiser to optimize the search engine to obtain results including web page. Keyword search
engine optimization makes the website and its content rank on top of the search result. Google
Search, for instance, uses various keywords for the site designed by advertisers for faster search
optimization (Edelman & Brandi 2015).
Effective search engine optimization for Keyword marketing entails various steps.
Firstly, advertiser develops a list of keywords for faster search engine optimization as the initial
stage of marketing. Secondly, another step of the SEO Keyword marketing involves connecting

Digital Marketing 9
key texts and SEO in order to match words within the search engine and website content. Lastly,
keywords are cross-checked with a targeted audience to ensure that audience matching texts and
search result. This, therefore, requires organizing words within the search engine to make the
website on top of the search results (Fill, Hughes & De Franceso 2013).
Example of Tesco
Tesco is British multinational grocery that has grown to be top grocery owing to its
search engine marketing strategy that the company uses. The company has used search engine
optimization as digital marketing strategy that enables the company to be at the top of search
result. This makes the company to experience high customer influx leading to high conversion
and profit. The figure below show the Tesco search engine ranking within the uk market
especially grocery related keyword.

Digital Marketing 10
Figure 3: Tesco search engine ranking (https://econsultancy.com/how-seo-helps-tesco-to-dominate-the-online-grocery-
market/)
Pay Per Click (PPC)
Pay Per Click is a digital or internet marketing where marketer and advertisers pay some
fee when their adverts are clicked. In essence, the company buys or pays for those customers or
visitors to their sites. PPC involves placing the ads on top of search engine results a way of
attracting more site visitors or clicks (Rosso & Jansen 2010).
Search engine marketing is one example of a PPC model that is used to market their
websites. Companies place their adverts within the search engine in order to attract those
customers or people that click the keywords related to their websites. Search engine optimization
enables the company to optimizes its links to their websites. Page formatting for the Pay Per
Click includes showing adverts that are related to the website on top of search engine results
(Kim & Kim 2016).

Digital Marketing 11
The PPC model of marketing works through clicking advert within a search engine linked
to the website. Companies that advertise its products on website pay search engine optimization
provider some fee whenever their advert is clicked. In addition, the adverts placed within the
search engine direct those people that click ads to their website. This, in turn, attracts both
potential customers and traffic to the website. It is a common belief that those people visiting the
website through clicks on the search engine end up buying product that is sold by the company
from their website (eMarketer 2013).
Google Ads as an Example of Pay Per Click (PPC)
Google Ads is an example of PPC use for advertising websites within the Google search
engine. The Google Ads is a platform and website that enable companies to create ads and place
them on the Google search engine. Users bid for some specific keywords within their created
adverts that are then placed on Google search engine. When these keywords are paid by
advertisers when clicked by visitors. Whenever an online user searches for keywords, the Google
analytical systems dig through a pool of adverts to display specific adverts on the search results.
Google Ads is the most commonly sued PPC since the company’s search engine is preferred by
many customers and online users. Google Ads is a single aspect of the Google Inc digital
marketing system that has many other different services offered to customers (Sakas, Dimitrios
& Kavoura 2015).

Digital Marketing 12
Figure 4: Google AdSense (https://www.google.com/adsense)
Simbound game experience
The simbound game refers to a digital marketing simulation is used for online marketing
of various contents. The simbound game offers learner opportunity to experience real marketing
solution within the computer generated system. This marketing tool is used to simulate the
natural marketing system for learning various marketing environment and solutions. In addition,
the platform enables e-marketers to understand the real marketing solutions that are important for
serious online marketing of products and contents. The simbound game is simulating various
online marketing methods that are currently used in the real marketing world. For instance, the
platform gives analytics that is currently an important aspect of digital marketing method. The
Simbound has search engine marketing platform that simulates how the SEO works and the
expected result of the marketing strategy for those people willing to learn digital or online
marketing techniques. Moreover, the simulation model for e-marketing offers all aspects of
currently contemporary marketing as it gives insight on areas to improve on for better marketing
experience. Simbound contains various e-marketing aspect such as search engine marketing,

Digital Marketing 13
email marketing, social media marketing, and analytical marketing as shown in the figure below
(Belch 2012).
Figure 5 Simbound home page, http://game.simbound.com/modules/student/index.php
Personal reflection on Simbound
Simbound has various digital marketing tools such as email marketing, search engine
marketing and analytics. The Simbound game has improved my understanding of the search
engine marketing since the SEO forms an important aspect of the Simbound game as shown in
the figure 2. The platform shows various elements of search engine marketing as always done in
real business solution. Moreover, the Simbound simulations show cost conversion and the
ultimate profit that is gain from marketing using search engine marketing. The simulation has
various metrics that has enriched my understanding of the way search engine works for business
using such as digital marketing tool. In addition, Simbound has sharpened my understanding of
the way other search engine marketing elements such as keywords work to yield results (Beel,
Gipp & Wilde 2010).

Digital Marketing 14
Figure 6: Simbound Keywords simulation
Examples of company from different industries from the UK
There are many companies that offer search engine marketing services and digital
marketing services within the UK market.
SEO Tonic Web Solution
This is a search engine optimization marketing company that offers SEO marketing and
other digital marketing solution to business within the country. Though founded in India, the
company has grown to be one of the best SEO companies within the UK. The company is award
winning digital marketing company within the international market platform. Some of the SEO
service that the company offers include PPC, social media optimization and search engine
marketing. The company has attracts various clients that cut across different industries within the
country and globally (Tap, Whitten & Housden 2014).
Recommendations

Digital Marketing 15
In light of the above analysis of the Search engine marketing, there are some
recommendations that are important for using the digital marketing tool. Firstly, search engine
marketing is useful that need to be used for business since the impression that is created through
SEO serves to increase not only website profitability but also business. Business should use
search engine marketing as it helped other companies such as Tesco to win in the grocery
market. Secondly, companies should consider those companies that offer search engine
marketing platform that are top ranked as it help reach many customers within the shortest time.
It is important to consider the company offering the SEO since some company such as Google
has proved to be profitable than other search engine service providers.
Conclusion
In conclusion, digital marketing plays an important role in the marketing of business and
online contents. There are many different methods that are sued to promote business products
over the internet and other digital devices. Search engine marketing is one important digital
marketing tool that has enabled many businesses to attract customers hence high conversion rate
on the sale or profits. Search engine marketing has many different elements that are sued to
market products or services over the internet some of these include PPC, Paid search, Organic
search, search engine optimization, title tags, and keywords. Digital marketing also has resulted
in a simulated model of online marketing that enables learners to understand marketing in a
comprehensive way. Some of the companies that offer SEO marketing services include Google,
Yahoo, Bing, and many other companies within the UK market.
Reference

Digital Marketing 16
Beel, J., Gipp, B. & Wilde, E. (2010) Academic Search Engine Optimization (ASEO):
Optimizing Scholarly Literature for Google Scholar and Co (PDF). Journal of Scholarly
Publishing. pp. 176–190. Available at http://www.sciplore.org/publications/2010-ASEO--
preprint.pdf [accessed on 12, December 2018]
Belch, E. & Belch, A. (2012) Advertising and promotion: An integrated marketing
communication perspective ((9th ed) ed.). New York, NY: McGraw-Hill/Irwin.
Chaffey, D. & Smith, P. R. (2017) Digital Marketing Excellence: planning: planning, optimizing
and integrating online market. 5th ed. Pearson
Dahlen, M. (2010) Marketing Communications: A Brand Narrative Approach. Chichester, West
Sussex UK: John Wiley & Sons Ltd. p. 36.
Edelman, B. & Brandi, W. (2015) Risk, Information, and Incentives in Online Affiliate
Marketing. Journal of Marketing Research. Vol.52, no.1, pp 1–12. doi:10.1509/jmr.13.0472
eMarketer (25 September 2013) Worldwide Ad Growth Buoyed by Digital, Mobile Adoption,
eMarketer. Available at
https://web.archive.org/web/20131112085813/http:/www.emarketer.com/Article/Worldwide-Ad-
Growth-Buoyed-by-Digital-Mobile-Adoption/1010244 [accessed on 12, December 2018]
Fill, C., Hughes, G. & De Franceso, S. (2013) Advertising strategy, creativity, and media.
London, UK: Pearson.
Ganis, M. & Kohirkar, A. (2016) Social Media Analytics 1st edition, Pearson
Gvosdev, N. (4 March 2011) The Realist Prism: Politics vs Social Media in the Arab Uprising

Digital Marketing 17
http://www.worldpoliticsreview.com/articles/8089/the-realist-prism-politics-vs-social-media-
inthe-arab-uprising [accessed on 12, December 2018]
Jason, D. (January 20, 2016) Is Keyword Density Still Important for SEO. Forbes. Available at
https://www.forbes.com/sites/jaysondemers/2016/01/20/is-keyword-density-still-important-for-
seo/2/#2ef69ba36733 [accessed on 12, December 2018]
Kates, M. (17 April 2013) Making digital and traditional marketing work together,
Econsultancy, available at
https://web.archive.org/web/20131125055348/http:/econsultancy.com/au/blog/62546-making-
digital-and-traditional-marketing-work-together [accessed on 12, December 2018]
Kim, A. J. & Kim, J.K.P. (2016) Power of consumers using social media: Examining the
influences of brand-related user-generated content on Facebook". Computers in Human
Behavior. Vol.58, pp 98–108. doi:10.1016/j.chb.2015.12.047
Nielsen (10 March 2016) Digital Advertising is Rising in Canada, Requiring More Sophisticated
Measures of Success. Nielsen. Nielsen. Available at
http://www.nielsen.com/us/en/insights/news/2016/digital-advertising-is-rising-in-canada-
requiring-more-sophisticated-measures-of-success.html [accessed on 12, December 2018]
Ortiz-Cordova, A. & Jansen, B. J. (2012) Classifying Web Search Queries in Order to Identify
High Revenue Generating Customers. Journal of the American Society for Information Sciences
and Technology vol.63, no.7, pp 1426 – 1441. Available at
https://faculty.ist.psu.edu/jjansen/academic/jansen_high_revenue_customers_2012.pdf [accessed
on 12, December 2018]

Digital Marketing 18
Pratik, D. (14 April 2015) 3 Digital Marketing Channels That Work for Every Advertiser.
Entrepreneur. Available at http://www.entrepreneur.com/article/244802 [accessed on 12,
December 2018]
Rosso, M. & Jansen, B. (August 2010) Brand Names as Keywords in Sponsored Search
Advertising, Communications of the Association for Information Systems, vol.27, no.1, pp 81–98
Available at http://aisel.aisnet.org/cais/vol27/iss1/6 [accessed on 12, December 2018]
Sakas, D. P., Dimitrios, N. K., & Kavoura, A. (2015) The Development of Facebook's
Competitive Advantage for Brand Awareness. Procedia Economics And Finance,
24(International Conference on Applied Economics (ICOAE) 2015, 2–4 July 2015, Kazan,
Russia), 589-597. doi:10.1016/S2212-5671(15)00642-5
Skiera, B., Eckert, J., & Hinz, O. (2010) An analysis of the importance of the long tail in search
engine marketing. Electronic Commerce Research and Applications, vol.9, no.6, pp 488-494.
Tap, A., Whitten, I. & Housden, M. (2014) Principles of Direct, Database and Digital
Marketing 5th edition, Pearson
Ward, S. (2011) Social Media Marketing. About.com. available at
http://sbinfocanada.about.com/od/socialmedia/g/socmedmarketing.htm [accessed on 12,
December 2018]
Zheng, X., Bing, P., Law R. & Fesenmaier D. R. (June 7, 2010) Assessing the Visibility of
Destination Marketing Organizations in Google: A Case Study of Convention and Visitor Bureau
Websites in the United States (PDF). Journal of Travel and Tourism Marketing. Available at
http://www.informaworld.com/index/929886653.pdf [accessed on 12, December 2018]

Digital Marketing 19