Why is Search Engine Marketing Important

Does your business have an online presence and wants to increase its visibility? That is why search engine marketing is important – to get you there.

What is Search Engine Marketing? 

Search engine marketing (SEM) is an umbrella term for various digital marketing strategies. It mainly includes Search Engine Optimisation (SEO), and Pay Per Click (PPC). These digital channels have a particular drive towards improving a website’s ranking on organic and paid search results.

Why is Search Engine Marketing Important

SEO and PPC are a complete duo, like Ant and Dec, Bill and Ben, the elites.

Many businesses opt to have just one of these strategies running and may be missing out. Combining both is scarily good, which is why search engine marketing is important.

Results Page Real Estate 

None of that Monopoly-style real estate we are talking about real-life ONLINE real estate.

The more space you take up on results pages increases your brand awareness. It takes, on average 5-7 brand impressions before someone will remember your brand. The more your target audience sees you, the higher the likelihood of a user making a purchase decision.

You should create content and an ad campaign that is based on keyword research. This is to understand the search behaviour of your audience better.

Once your content is up and ranking and your PPC campaign is live, targeting the right audience and relevant keywords, you may see an increase in organic rankings. For PPC, this may be instantaneous as PPC advertisements begin working and competing for ad space ASAP.

By running SEM with a combination of SEO and PPC, you are targeting both the paid and organic search results. This is two opportunities to secure results page real estate.

Consistent Traffic

How many visitors does your website have every month? Search engine marketing can result in a significant increase in website traffic.

An increase in traffic means that more people are clicking on your site. By using SEM tactics to improve your search engine visibility, you become more exposed to users. Being seen online is critical for businesses hoping to increase website traffic and online visibility.

SEM targets both paid search engine results and organic search results. By appearing here, businesses are likely to receive more clicks to their website.

Research has shown that the average CTR falls sharply after position one (28.5%). The study finds, that the second and third positions have a 15% and 11% click-through rate, respectively.

Competitive Edge 

Are your competitors already organically ranking for key terms? PPC may become your new best friend.

For highly competitive and saturated industries, PPC is the quickest way to boost your business through search rankings. This would give you a massive advantage over your competitors. With a substantial budget and focused campaign, you can see your business ranking within the top pages for your target terms.

Although PPC requires a budget, it often pays for itself in the form of ROAS (return on ad spend).

The long-term game is SEO through targeting the terms surrounding your industry and critical topics through content. Consider building a content creation strategy to target your audience better. At the end of the day, ranking twice on SERPs (search engine results pages) is better than one, and certainly better than none! But, PPC is the quickest way to nudge your way past the competition.

Request a free SEO audit or PPC Review from our team to evaluate your SEM strategy. Its time to uncover the hidden opportunities to improve your search engine rankings.