What is Search Marketing?


Search marketing is simply a tactic that is used to gain traffic and an online presence via either unpaid or paid strategies on the search engine platforms such as Bing, Google and Yahoo. Try visualizing when you last searched for information, products or advice on Google, Yahoo or Bing. The search query is simply the text you typed in your search engine’s search box. The page is referred to as the Search Engine Results Page (SERP).

Different studies have realized that the higher you get in the SERPS, the likely you are to experience traffic in your site. However, the question still remains, how exactly does Google get to determine who gets at the top? Here is where search marketing comes into the picture.

Categories of Search MarketingCategories of Search Marketing

Search marketing has two categories, the SEO and the PPC. The purpose of the search engine optimization (SEO) is to gain the search engine listings through unpaid tactics. While paid advertising or Pay-per-click (PPC) is for the purpose of gaining the search engine listings through paid tactics.

Importance of Search Marketing

Every single day millions of people get to the internet to search for probably an issue they are trying to resolve, a product they want to purchase or advise. You would definitely prefer your enterprise appearing on the first search result list in order for it to provide a guaranteed solution to people’s needs. This is mainly the reason why search marketing is viewed as a vital business strategy to those intending to benefit and expand their firms.

Search Engine Optimization (SEO)

As mentioned before, search engine optimization is a process meant to gain presences through unpaid efforts. Often, the advertisements appearing on the SERPS, which are not paid for are referred to as organic results (found below the paid results).

For search engines such as Google, they tend to find organic listings by simply crawling through the internet with the help of spiders which review texts, documents and PDF on your site. Google tends to also consider your website’s data source code, known as meta tags and if other websites are directly linked to your site. For the case of Google, the aim is to always provide quality results, so people failing to click on your site from the SERP or get a bad experience, then Google will make an update in its algorithms in order to concentrate on the high quality fit.

Paid Search Marketing (PPC)

The paid search marketing gives you a higher control level when dealing with the searches capacity to locate your site on the SERPs. For the case of paid search advertisers, they inform Google on how they want their search terms featured, and pay for it as well. Then Google shows the ads in the SERPs and when an individual clicks on the advert, they get redirected to their site; that is where the name pay per click comes in. You need to understand that advertisers only pay when the searchers click.

Benefits of Using Paid Search Marketing

Paid Search Marketing

With increasing number of consumers flocking the internet in order to get information, purchase a product or even read reviews, it is crucial that even your business becomes easy to locate online. Lack of exposure may make your business outdated very fast. You may have the best quality of products and great services, but if it is difficult for individuals to find you online, then you will experience a lot of challenges trying to move your products from the shelves.

Paid search marketing has numerous benefits to advertisers. This sponsored ad system, which Google has set as a gold standard, is the contributing factor to Google’s revenue.

  1. First Page Coverage in the Search Engines

As mentioned before, your business needs to be seen in the first five search results on Google, Bing and Yahoo. People rarely search beyond the first result page. With pay per click, you will get your business advertisement showing in the first five results on Google, Bing and yahoo within a short time span.

  1. Consistent Traffic

As a marketer, you need to be in a position of driving many people to your site and maintain the consistency. Massive breaks in traffic can ultimately cause the death of a site. With the assistance of paid search marketing, you can control the traffic amount since they are tied to the amount of money the advertiser is willing to pay for every click.

  1. Immediate Traffic

An advertiser can definitely set a PPC campaign on the three top search engines in less than half an hour if at all they know their way around such platforms. This results in advertisers getting their website’s adverts on the first result page of the leading search engine within 60 minutes of campaign activation and setup. This is perfect for new websites that have minimal exposure in the top three search engines.

  1. Relevance

Search results are mostly about relevance. When an individual conducts a search, they need to access the relevant results that relates to what they were searching for. Since Google has an advanced algorithm that detects relevance, you need to do a quality task of providing relevant results to its users.

  1. Brand Awareness

Paid search marketing has numerous advantages. However, one of its best uses from the perspective of marketing is its ability to boost brand awareness. Effective branding is equally crucial for all types of businesses, since people tend to remember the brand and not the firm. If you have a brand that is memorable then your marketing stands a great chance in being effective.

Search marketing plays a crucial role when it comes to increasing a business’ visibility and that of the website, in turn boosting brand awareness of your business. Consumers have the tendency of trusting whichever brand they come across on the first result page of Google. Therefore, appearing on the first page means that you will gain the consumers trust, thus increasing the chances of them referring your brand. It takes both patience and time to get your target audience’s utmost attention, however it is still worth the wait.

  1. Tracking

It is quite surprising how most firms spend a lot of money and resources on the traditional marketing methods that cannot be tracked. For the case of newspaper adverts, full-page coverage is quite expensive in comparison to online marketing. The worst thing about these traditional advertising methods is that you cannot detect its level of success. For the case of paid search marketing, every cent you spend on the ads and keyword can be accounted for, thus making it suitable for any type of business.


There is certainly no doubt on the relevance of search marketing. Its benefits are numerous and will certainly take your site and business to a higher level, where it will not only experience growth, but also gain popularity at an affordable rate. Thus, the information provided in this article will assist you recognize what search marketing is and its importance.