SEARCH ENGINE MARKETING
So many of the activities we mentioned above have to do with marketing directly to humans. For instance, email marketing, social media marketing, basically using the internet to get our message directly in front of our target market.
Now, the obvious problem with many of these internet marketing activities is simply that our end customer isn’t actively looking for what you are offering.
It’s a bit like traditional marketing….we do our best to choose a certain channel where ‘certain’ prospects might be lurking (a hunting magazine to sell cross bows, a busy intersection, etc).
We slick up our message and plaster it on a billboard or in a magazine and HOPE that someone who is actually interested (maybe not even today, but hopefully they will remember).
Search engines are PERFECT for targeting your next customer. If traditional marketing (and several aspects of general internet marketing) is putting your message in front of ‘lots of eyeballs’, think of search engine marketing as putting your message in front of lots of eyeballs ‘who are looking for exactly what you offer right this second’.
Why? Think about it. Whether someone searches for a ‘casio g-shock prices’, or ‘insurance agent atlanta’, they are actively looking for something your small business may offer. If you can get your brand in the search engine results (preferably the top three pages worst case, first page first spot ideally), you have a huge opportunity.
Search engine marketing therefore could be considered ‘smart’ marketing.
Search Engine Optimization (SEO) is a process whereby we ‘opimize’ our web pages for certain keywords in an effort to improve our rankings for those specific search phrases.
Search Engine Advertising simply put, is an activity whereby we pay search engines to display small ads we write on pages that match specific searches we are targeting.