Search Engine Marketing

According to a 2021 report by BrightEdge, on average, 53% of website traffic comes from organic search, while 15% comes from paid search. So, the majority of visitors to a website find it by performing a query on a search engine. Search Engine Marketing (SEM) includes both paid and organic methods of driving traffic to a website. While SEM primarily focuses on paid advertising through Pay-Per-Click (PPC) campaigns, it can also include Search Engine Optimization (SEO).

How a search engine works

A search engine works by using a complex algorithm to analyze and index information on the internet and then providing relevant search results to users based on their search queries. Here is a general overview of how a search engine works:

1. Crawling: The first step in the search engine process is crawling. Search engines use automated software called web crawlers, also known as spiders, to crawl and index web pages on the internet. These crawlers follow links from one page to another, collecting information on each page they visit.
2. Indexing: Once the crawlers have collected information on web pages, the search engine stores this information in its database. The search engine’s algorithm then indexes the pages based on their content, relevance, and other factors.
3. Ranking: When a user performs a search, the search engine’s algorithm analyzes the indexed pages and ranks them based on their relevance to the user’s search query. The ranking algorithm takes into account various factors such as the quality of content, the authority of the website, and other factors to determine which pages are most relevant to the user’s query.
4. Displaying search results: Once the search engine has ranked the pages, it displays the search results to the user. The search results page typically includes a list of web pages that match the user’s search query, along with a brief description of each page.
5. Refining the search: If the user is not satisfied with the search results, they can refine their search by using different keywords or filters.

What is Search Engine Marketing?

Search Engine Marketing (SEM) refers to a digital marketing strategy that aims to increase website visibility in search engine results pages (SERPs) through paid advertising. SEM involves using various techniques to drive traffic to a website, such as search engine optimization (SEO), pay-per-click (PPC) advertising, and local search marketing.

In PPC advertising, advertisers bid on specific keywords that are relevant to their target audience and create ads that appear at the top or bottom of the SERPs. They only pay when a user clicks on their ad, hence the name pay-per-click. SEO, on the other hand, involves optimizing the website’s content, structure, and other elements to rank higher in organic search results.

The goals of Search Engine Marketing (SEM) may vary depending on the specific needs and objectives of the business. However, some common goals of SEM include:

1. Increasing website traffic: One of the primary goals of SEM is to drive more traffic to the website through search engines. This can be achieved through PPC advertising, SEO, and other SEM techniques.
2. Improving conversion rates: Another goal of SEM is to increase the website’s conversion rate, which refers to the percentage of visitors who take the desired action on the website. This could be making a purchase, filling out a contact form, or subscribing to a newsletter.
3. Generating leads and sales: SEM can help businesses generate leads and sales by targeting specific keywords and demographics to drive relevant traffic to their website. This is particularly effective for e-commerce websites that rely on online sales.
4. Increasing brand awareness: SEM can also help businesses increase their brand awareness by increasing their visibility in search engine results pages (SERPs) and displaying targeted ads to their target audience.
5. Measuring ROI: SEM provides measurable results, which means that businesses can track their ROI and adjust their strategies accordingly.

As an example, consider what happens when I type “iPhone 13 mini” into Google: Power.dk clearly has an effective SEO strategy, since its “iPhone 13 mini” page ranks fifth organically. However, their paid “iPhone 13 mini” ad, ranks as the second search result overall.

With 35% of product searches starting on Google, and the average Google search lasting only a minute, it’s critical your business’s product or service appear at the top of a SERP when a user is searching for it. This isn’t always possible organically, particularly when other businesses are paying to ensure their products appear above yours. When this is the case, it’s critical you invest in a SEM strategy.

PPC advertising

PPC advertising (Pay-per-click advertising) is a type of online advertising in which advertisers pay each time a user clicks on one of their ads. It is a way to drive traffic to a website by displaying ads at the top or bottom of search engine results pages (SERPs) or on other websites.

In PPC advertising, advertisers bid on specific keywords that are relevant to their target audience. When a user searches for those keywords, the ads appear at the top or bottom of the SERPs, labeled as “sponsored” or “ad.” The ads can also appear on other websites that are part of the ad network.

PPC ads are usually created as text-based ads with a headline, description, and a call-to-action. They can also include images or videos, depending on the platform. Advertisers only pay when a user clicks on their ad, hence the name “pay-per-click.”

The cost of a click depends on various factors such as the competitiveness of the keyword, the quality score of the ad, and the maximum bid set by the advertiser. Advertisers can set a daily budget and bid on specific keywords to control their costs.

PPC advertising can be highly effective in driving targeted traffic to a website, increasing brand visibility, and generating leads or sales. However, it requires careful planning, execution, and continuous optimization to achieve the desired results.

Paid Advertising Intro
A paid advertising introduction for marketers. Paid advertising purpose, platforms, strategies, best practices, tools, metrics and benchmarks. Learn more here.

Search Engine Optimization

Search Engine Optimization (SEO) is the process of optimizing a website’s content, structure, and other elements to improve its visibility and ranking in search engine results pages (SERPs). The aim of SEO is to drive organic or unpaid traffic to a website by making it more relevant and useful to the user’s search query.

SEO involves various techniques, including:

1. Keyword research: Identifying the keywords and phrases that the target audience is using to search for information related to the website’s content or products.
2. On-page optimization: Optimizing the website’s content, meta tags, header tags, and images to make it more relevant and useful to the target audience and search engine algorithms.
3. Off-page optimization: Building high-quality backlinks from other reputable websites to improve the website’s authority and relevance.
4. Technical optimization: Optimizing the website’s structure, navigation, and loading speed to make it more user-friendly and accessible to search engine crawlers.
5. Content marketing: Creating high-quality, relevant, and engaging content that attracts and engages the target audience and helps to build the website’s authority.

The goal of SEO is to improve the website’s visibility and ranking in search engine results pages, which can drive more targeted traffic to the website. SEO is an ongoing process that requires continuous optimization, monitoring, and adaptation to changes in search engine algorithms and user behavior.

SEM and SEO

Search Engine Marketing (SEM) and Search Engine Optimization (SEO) work together to improve a website’s visibility and drive more traffic to it.

SEO focuses on optimizing a website’s content, structure, and technical aspects to improve its ranking in organic search results. This involves optimizing website content with relevant keywords, building high-quality backlinks to the website, improving website speed and usability, and making sure the website is mobile-friendly, among other things.

On the other hand, SEM uses paid advertising, such as Pay-Per-Click (PPC) ads, to drive traffic to a website. This involves bidding on keywords related to the business or product, creating ad copy and landing pages, and managing ad campaigns.

While SEO focuses on improving a website’s ranking in organic search results, SEM allows businesses to quickly and effectively reach potential customers through paid advertising. By combining both strategies, businesses can achieve maximum visibility in search engine results pages (SERPs), driving more traffic to their website and increasing their chances of converting those visitors into customers.

For example, if a website is already ranking highly in organic search results for a particular keyword, the business may choose to use SEM to bid on that keyword and increase their visibility even further, ultimately driving more traffic and conversions.

Overall, SEO and SEM are complementary strategies that work together to improve a website’s visibility, attract more traffic, and ultimately drive more conversions.

Local search marketing

Local search marketing is a form of search engine marketing (SEM) that focuses on optimizing a business’s online presence to increase visibility and attract customers in a specific geographic area. The goal of local search marketing is to improve a business’s ranking in local search results, such as Google Maps, by optimizing its website, online directories, and other online assets for local search queries.

Some common local search marketing tactics include:

1. Claiming and optimizing Google My Business listing: A Google My Business (GMB) listing is a free business profile that appears in Google Maps and search results. By claiming and optimizing their GMB listing, businesses can provide accurate information about their location, hours, and services, and improve their chances of appearing in local search results.
2. Building local citations: Local citations are online mentions of a business’s name, address, and phone number (NAP) on other websites, such as online directories and review sites. By building local citations, businesses can improve their visibility in local search results and build credibility with search engines.
3. Optimizing website for local search queries: By optimizing their website for local search queries, such as “coffee shop near me” or “best pizza in [city],” businesses can improve their chances of appearing in local search results and attract more local customers.
4. Managing online reviews: Online reviews can have a significant impact on a business’s local search ranking and reputation. By actively managing and responding to reviews on sites like Google, Yelp, and Facebook, businesses can improve their credibility with customers and search engines alike.
5. Localizing social media presence: By using social media to engage with local customers and promote local events and promotions, businesses can build a strong local following and improve their visibility in local search results.

Local search marketing is an important strategy for any business that relies on local customers, such as brick-and-mortar stores, restaurants, and service providers. By optimizing their online presence for local search queries, businesses can improve their visibility, attract more customers, and ultimately drive more sales.

Search Engine Marketing strategies

Search Engine Marketing (SEM) involves various strategies to increase a website’s visibility and drive traffic through search engines. Some common SEM strategies include:

1. Pay-per-click (PPC) advertising: PPC advertising involves bidding on specific keywords and displaying ads at the top or bottom of the search engine results pages (SERPs). Advertisers only pay when a user clicks on their ad.
2. Search Engine Optimization (SEO): SEO involves optimizing a website’s content, structure, and other elements to rank higher in organic search results. This includes keyword research, on-page optimization, link building, and other techniques.
3. Local search marketing: Local search marketing involves optimizing a website’s content for local search queries and creating local listings on directories such as Google My Business. This is particularly effective for local businesses targeting local customers.
4. Remarketing: Remarketing involves displaying targeted ads to users who have previously visited the website or interacted with the brand. This is done through cookies and can help increase brand awareness and conversions.
5. Content marketing: Content marketing involves creating high-quality, relevant content that attracts and engages the target audience. This can include blog posts, infographics, videos, and other types of content.
6. Social media advertising: Social media advertising involves running targeted ads on social media platforms such as Facebook, Instagram, and Twitter. This can help increase brand awareness and drive traffic to the website.
7. Mobile optimization: With the increasing use of mobile devices, it is essential to optimize the website for mobile users. This includes responsive design, fast loading times, and other mobile-specific features.

Search Engine Marketing tools

Search Engine Marketing (SEM) involves a variety of tools and techniques to help businesses improve their visibility and drive traffic to their website. Here are some popular SEM tools:

• Google Ads Keyword Planner: A free tool by Google that allows businesses to research and identify relevant keywords for their PPC advertising campaigns.
• Google Ads Editor: A desktop tool by Google that allows businesses to create and manage their Google Ads campaigns offline.
• Google Analytics: A free tool by Google that allows businesses to track and analyze their website traffic and user behavior.
• Google Trends: A free and helpful tool to use when starting your research. You’ll be able to see how popular a specific term is on Google over time (since 2004), limit your search to a particular country and find related queries based on the words you are researching, which help with brainstorming ideas for your ad.
• SEMrush: A popular SEO and PPC tool that allows businesses to track their search engine rankings, conduct keyword research, and analyze their competitors’ online presence.
• Ahrefs: Another popular SEO tool that allows businesses to conduct keyword research, track their backlinks, and analyze their competitors’ online presence.
• SpyFu: A PPC and SEO tool that allows businesses to research their competitors’ PPC campaigns and identify their top-performing keywords.
• Moz: An SEO tool that allows businesses to track their search engine rankings, conduct keyword research, and analyze their website’s on-page optimization.
• AdEspresso: A tool that allows businesses to create and manage their Facebook and Instagram ad campaigns.
• WordStream: A PPC tool that allows businesses to optimize their Google Ads campaigns, track their conversions, and analyze their performance.

Search Engine Marketing metrics

Search Engine Marketing (SEM) campaigns are typically evaluated based on various metrics that measure their performance. Here are some of the most commonly used SEM metrics:

• Clicks: The number of clicks that your ads received. This metric measures how many people are visiting your website through your ads.
• Impressions: The number of times your ads were displayed to users. This metric measures how many people are seeing your ads.
• Click-through rate (CTR): The percentage of clicks out of total impressions. This metric measures how effective your ads are at driving clicks and engagement.
• Cost per click (CPC): The amount you pay for each click on your ads. This metric measures the cost-effectiveness of your campaign.
• Conversion rate: The percentage of clicks that result in a desired action on your website, such as a sale or a form submission. This metric measures how effective your website is at converting visitors into customers.
• Cost per acquisition (CPA): The amount you pay for each desired action, such as a sale or a form submission. This metric measures the cost-effectiveness of your campaign in terms of conversions.
• Return on investment (ROI): The ratio of your revenue to your advertising cost. This metric measures how much profit you are making for every dollar spent on advertising.

These SEM metrics can be tracked and analyzed using various tools, such as Google Analytics, Google Ads, and other SEM platforms.

Website Analytics
Website analytics is the process of collecting, measuring, analyzing, and reporting website data to understand user behavior and website performance. Learn more here.

Search Engine Marketing benchmarks

Search Engine Marketing (SEM) benchmarks can vary depending on factors such as industry, location, target audience, and campaign objectives. However, here are some general benchmarks for common SEM metrics, based on data from various sources:

• Click-through rate (CTR): The average CTR for Google Ads across all industries is around 3.17%, according to a 2021 study by Wordstream. However, the CTR can vary widely depending on the industry, with some industries having much higher or lower CTRs.
• Cost per click (CPC): The average CPC for Google Ads across all industries is around $2.69, according to a 2021 study by Wordstream. Again, the CPC can vary widely depending on the industry, with some industries having much higher or lower CPCs.
• Conversion rate: The average conversion rate for Google Ads across all industries is around 4.4%, according to a 2020 study by Wordstream. However, the conversion rate can vary widely depending on the industry, with some industries having much higher or lower conversion rates.
• Cost per acquisition (CPA): The average CPA for Google Ads across all industries is around $48.96, according to a 2021 study by Wordstream. However, the CPA can vary widely depending on the industry, with some industries having much higher or lower CPAs.

Search Engine Marketing and AI

Artificial intelligence (AI) is becoming increasingly important in Search Engine Marketing (SEM), as it can help businesses optimize their campaigns and target the right audiences more effectively. Here are some ways in which AI is being used in SEM:

• Automated bidding: AI-powered automated bidding algorithms can help businesses optimize their bids for maximum return on investment (ROI). By analyzing data on user behavior, ad performance, and other factors, automated bidding can adjust bids in real time to get the best results.
• Ad targeting: AI can be used to analyze user data and behavior to target ads to the right audiences. By analyzing factors such as demographics, location, interests, and search history, AI can help businesses target their ads more effectively.
• Ad creation: AI-powered ad creation tools can help businesses create effective ads more quickly and efficiently. By analyzing data on user behavior and ad performance, these tools can generate ad copy and design that is more likely to resonate with the target audience.
• Chatbots: AI-powered chatbots can be used to interact with customers and provide personalized support and recommendations. By analyzing customer data and behavior, chatbots can provide tailored recommendations and help customers find what they are looking for more quickly.
• Predictive analytics: AI can be used to analyze data on user behavior and ad performance to predict future trends and outcomes. By using predictive analytics, businesses can make more informed decisions about their SEM campaigns and adjust their strategies accordingly.

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Advertisers are using AI to identify and segment audiences, build ad creative, test ads, improve ad performance, and optimize spend – all automatically, in real-time, at scale. Learn more here.

The Future of Search Engine Marketing

The future of Search Engine Marketing (SEM) is likely to be shaped by several key trends and developments, including:

• Voice search: As virtual assistants and smart speakers become increasingly popular, voice search is likely to become a more important factor in SEM. Businesses will need to optimize their content for voice search queries and use conversational language to reach these users effectively.
• Visual search: Visual search technology is already being used by platforms like Google and Pinterest, and is likely to become more widespread in the coming years. Businesses will need to optimize their visual content and product images for visual search to stay competitive.
• Personalization: As consumers become more accustomed to personalized experiences, businesses will need to use data and AI technology to deliver more personalized and relevant advertising and content.
• Automation: Automation is likely to play an increasingly important role in SEM, as businesses look for ways to streamline their campaigns and improve efficiency. AI-powered tools for bidding, ad creation, and targeting will become more common.
• Inclusivity and diversity: In recent years, there has been a growing focus on inclusivity and diversity in advertising. Businesses will need to make an effort to create ads that are more inclusive and represent a diverse range of people.
• Privacy concerns: With growing concerns around data privacy, businesses will need to be more transparent about how they collect and use customer data. They may also need to find new ways to target ads and measure campaign success without relying on personally identifiable information.

And more…

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On-page SEO factors
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More Information

Semrush: What Is SEM (Search Engine Marketing)?
WordStream: Search Engine Marketing (SEM): What It Is & How to Do It Right
Forbes: The Ultimate Guide To Search Engine Marketing (SEM) In 2023
HubSpot: The Ultimate Guide to SEM (Search Engine Marketing)