Search marketing is the process of gaining visibility from search engines through both paid and unpaid efforts. This is also commonly called search engine marketing. Companies use search engine marketing (SEM) to increase site traffic by purchasing paid advertisements. As part of SEM, companies seek to best utilize search engine optimization (SEO). Both processes work in tandem to provide optimal search engine ranking and promote visibility.

Search engine optimization involves utilizing keywords, phrases, excerpts, tags, inbound and outbound links, and other metadata to gain as much traction as possible. The idea is that every click to the site is a potential sale, and the more customers navigate the site, the more likely they are to buy. Websites are equipped with click funnels that capture visitor analytics and determine how to best ensure they ultimately make a purchase.



When users Google search terms related to a business, those that appear first on the list are most like to get visitors. Therefore, a very important component for the company to rank in the top five listings, and they will pay for it, because the return on investment is so great.

Learning to get the best return on investment from SEM and SEO takes time. Many companies choose to hire full departments or contract out the work, so the individual or department responsible can concentrate entirely on the task at hand and ensure the company is utilizing its sources in the most efficient manner.

Many webpage builders help owners to easily input SEO content. There are specific sections with labeled fields, so the user is quickly able to determine what information to input where. This is useful for smaller business or independent contractors looking to gain exposure. Without SEO, the probability of users landing on a business’ site are slim to none unless there is a significant push to have customers visit, such as with social media posts, text messaging, phone calls, etc.

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