Search Marketing is used to gain online presence and traffic by using paid and unpaid methods on search engines such as Google, Bing, and Yahoo. Search marketing is critical for the business growth, so let’s dive the two tactics that can improve business presence on search engines.

Search Marketing is divided into two categories:

1. SEO (Search Engine Optimization) is an organic search strategy
2. SEM (Search Engine Marketing ) is a paid Strategy

SEO and SEM are fundamental parts of online marketing strategy. SEO is a powerful way to drive traffic at the top of the funnel, while search engine marketing is a highly cost-effective way to drive conversions at the bottom of the funnel. Before discussing the concept of SEM and SEO it is better to understand the image What is SEO? SEO (search engine optimization) is the process of making changes to the website design and content in order to help it appear on search engines. By optimizing website for search engines, it results in increased visibility of the organic search engine results. It is a process of gaining presence by unpaid efforts. The ads that appear on the SERPS are known as organic results. SEO, is different because businesses don’t pay Google for traffic and clicks, rather they earn a free spot in in the search results by having the most relevant content for a given keyword search.

Why SEO is important

We know that paid advertising, social media, and other online platforms can generate huge traffic to websites, Organic search results appear more credible to searchers, and receive more clicks than paid advertisements. SEO is one of the only online marketing channels that, once set up, can continue to pay dividends over time. If you provide a relevant and updated content that deserves to rank for the right keywords then your traffic can increase over time. What are some SEO strategies or techniques? SEO activities typically fall into three categories: on-page SEO , off-page SEO and Technical SEO

• On-page SEO: On-page SEO refers to optimization techniques that happen on your website, like updating a title tag, publishing a new blog post, improving page speed, keyword research, content creation, and keyword optimization. You have complete control over on-page SEO .

• Off-page SEO: Off-page SEO refers to optimization techniques that happen off your website, like conducting outreach, optimizing social media profiles, sharing content. Link building (acquiring high-quality backlinks) from other websites and managing local listings and directory profiles. When many websites link to a brand’s website, it really shows search engines that the brand’s website is trustworthy, reliable, and reputable, which increases its rankings on search Engines.

• Technical SEO optimizes the non-content elements of a website and the website as a whole to improve its backend structure and foundation. These strategies a site speed, mobile friendliness, indexing, crawl ability, site architecture, structured data, and security. Technical SEO improves both user and search crawler experience, which leads to higher search rankings.

What is SEM

Search engine marketing refers to paid search marketing, a system where businesses pay Google to show their ads in the search results. It involves the promotion of websites by increasing their visibility in search engine results pages through paid advertising. With SEM, brands pay for ads to appear as search results on search engine results pages (SERPs). They target select keywords so that when a user searches for those terms, they see an ad from the brand. The brand is charged only if a user clicks on the ad. Paid search ads can be found on almost any search results page. These paid placements are typically located at the top and right side of the page. They include an “Ad” designation to let users know that it is a paid advertisement. Why SEM is Important? SEM is an important conversion method for marketing campaigns. The reason is because paid ads are commonly linked to conversion-focused landing pages or sales pages that move web traffic through the sales funnel. SEM results in immediate impact. Search engine marketing is also alternately referred to as paid search or pay per click (PPC). PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site. Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business.

What is Google Ads?

Google Ads (formerly known as Google AdWords) is the single most popular PPC advertising system in the world. The Ads platform enables businesses to create ads that appear on Google’s search engine. Google Ads operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Every time a search is initiated, Google digs into the pool of Ads advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids. SEM quickly capitalizes on targeted keyword searches; SEO provides the foundation to convert and retain the traffic generated by SEM strategies. Carefully intertwining both SEO and SEM techniques will produce a stronger digital marketing campaign with stronger performance and noticeable results. Advertising with both SEM and SEO gives you the ability to show up in both paid and organic real estate. It increases visibility, it adds credibility and gives you authority on the web.