Thanks to the explosion of digital technology, today’s consumers are becoming more and more reliant on the Internet for purchasing advice. This is especially true when a consumer is looking to purchase a product locally. Long gone are the days when consumers would turn to the local yellow pages to find a prospective company to help serve their need.
Today, more than 60% of consumers use Internet search engines to help them locate a business in their local area. In short, this means that the neighborhood mom and pop store needs to have a stronger online presence. People aren’t just searching for ’restaurants’ anymore. They are searching for “restaurants in my locality”. That’s the importance of Search in the lives of people and businesses.
People want to know whom they are dealing with. The customers are checking for a business’s website, location, map or directions, social media links, contact information, hours and even a photo of the owner or staff. They want to be able to visit a firms business location even before they step foot through its door. Even in the face of a global economy more and more people are realizing the importance of community and want to give their business to local merchants.
Search engines as we know it are the single largest source of web traffic. When people are looking for something online they go to a search engine first. Unless of course they know the site they want to go to and navigate directly to it by typing their domain into the browser address bar.
To market a business online the business wants internet users that don’t know their site yet to be able to find them. And it’s through a search engine that they often usually find a business. If the search engines don’t know about a businesses website, or even if they do, but it’s not well optimized for the businesses main search terms, then they miss out on that valuable traffic. Search engine traffic is one of the most valuable sources of traffic. An internet user conducting a search has a specific intent. They are looking for something in particular. If they are looking for what you have then they are very likely to be a motivated buyer. So getting good exposure on the search engines, page 1 for the best keywords, is essential to successfully marketing a business online. Search Marketing can greatly improve sales lead generation and brand awareness and deliver unparalleled marketing ROI.
What is Search Engine Marketing?
Search Engine Marketing (SEM) is a form of Online Marketing that involves the promotion of websites by increasing their visibility through directory listings. Search Engine Marketing can take on many forms. Search engine marketing describes an advertising technique which companies use to increase their rankings on search engines according to specified keywords. Once these keywords have been selected, the websites are submitted to well-known search engines to allow a greater avenue of visibility.
What Are The Most Popular Search Engine Marketing Techniques?
The most effective techniques change very frequently as search engines adjust their algorithms. Basically, search engines use complex programs to ensure that their visitors find worthwhile content. However, the following strategies are often utilized by marketers to generate prominent rankings:
- Optimizing for Local Search: A business site needs to be submitted to Local Directory Listings. This is one of the keys to Search Engine Marketing. Most small businesses are
not found within their local areas because of the lack of directory listings.
- Search Engine Optimization: In this type of marketing strategy, companies employ several techniques to associate their websites with specific keywords. There are on-page and off-page search engine optimization methods.
- Pay Per Click Advertising: PPC advertising has become one of the most popular ways to improve a website’s rankings in search engines. Successful companies sell advertising space on their sites in association with relevant keywords.
- Paid Inclusion in Search Engines Some search engines sell advertising space inside of their results. Essentially, marketers pay search engine providers to list their websites in search results. This helps associate a website with popular search terms (keywords)
Zynosure Consulting, Dubai based Management and Marketing Consultancy is an expert at search engine optimization and can help businesses to make their website get the rankings it deserves and get that valuable traffic.