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Search marketing is about influencing search results to benefit your business. You can do this by using various techniques that will improve your search results; this is called search engine optimization (SEO). Search engine marketing (SEM) involves paying for more traffic. You may also want to combine strategies; paid search can complement organic.
SEO optimizes your site’s organic reach. Search engines use “spiders” which are programmed to crawl through the internet, searching for specific online content. Some factors are particularly important in optimizing your search engine result and increasing your site’s organic reach. Good keywords (search terms) on your landing page, and in meta keywords tags embedded in the source code, are essential. You must have a landing page with quality content which is relevant; according to marketing influencers, the most effective tactics used to achieve important SEO goals include creating relevant content (57%) and researching keywords and phrases (49%). Google’s algorithms also search for webpage popularity. One way to determine this is looking at how many people use the links on the search engine results page (SERP). Inbound links (backlinks) from popular sites and/or respected sources play a significant role. You can attract attention to your content by registering your site in industry directories and maintaining an active social media presence. Organic search improvement takes time, and is a long-term strategy. 66% of marketers believe improving SEO and growing organic presence is a top inbound marketing priority.
SEM is paid search marketing, or advertising via search engine. Sponsored content appears at the top of the search results page. Pay per click or PPC is the most common SEM strategy. Search engine PPC involves a sort of auction; marketers bid on an ad spot or keyword, and the bid along with a quality rating of their site, determines who gets the primary spots. The bid becomes the price of the clicks,
When considering SEO and SEM solutions, questions to ask yourself include how much traffic you would like to drive to your page, what your budget is, and what your objectives are. Do you want to focus on organic or paid search marketing, or use both in conjunction? Which choice is a good fit for your business?
There are various tools to help with search marketing: Wordtracker helps optimize keywords, Caphyon’s Advanced Web Ranking tracks search engine rankings, Moz helps with page optimization and link building (OSE) among other things, Majestic does link analysis, and Botify is a search marketing analytics platform.
The goal of search marketing is to generate new leads, sell yourself, your product, or your service, increase brand exposure and attention, and reroute traffic to your page. Searching is often the very first step in the customer’s journey.
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