Search engine marketing is a standout
amongst the best approaches to develop your business in an increasingly competitive
marketplace. It is the best method to advance your products and develop your

The most effective techniques change very frequently as search engines
modify their algorithms. Essentially, search engines use complex programs to
guarantee that their visitors read relevant content.

In this guide, you'll learn an overview of search engine marketing
strategies to generate prominent rankings:

What are Search Engine Marketing Strategies?

1. Keyword research

Keywords are the starting point of Search
Engine Marketing

Do a detailed research as a part of your keyword management strategy
before selecting your keywords. This research will help you in finding out the
negative keywords or search terms and activities that you should ignore in your
marketing campaign. There are several keywords which have a high profitable
intent or a strong indication that the searcher is in the decision of buying
something. Examples are Buy, Discount, Deal, Coupon, Free shipping and others.

Another vital factor is Keyword grouping and account structure. A properly designed and structured account
contains five elements in the following order

1. Ad campaigns

2. Ad groups

3. Keywords

4. Ad text

5. Landing pages

6. Links

2. Links

Link building is the most important element
in optimizing your website for search engines. The website saturation,
visibility, awareness and popularity are measured by search engines in terms of
the number of inbound links the site has. Most of the search engines include
link awareness as one of their criteria in the ranking algorithm.

Shortened URL’s

URL shortener is an online tool that converts
a long URL into its short form. URL’s are usually shortened because of the
following reason:

1. Some media have characters limits.
For example,

2. Short URL’s have appeals the user

3. Some URL shortener tools come with traffic monitors.

You can monitor and evaluate on the number of clicks the shortened URL has achieved over a period of time

4. Web Analytics

Measurement is always the first step to control and to
Web analytics will ensure
that you measure from the simple traffic counts to more data in detail.

5. Social Media Marketing (SMM)

Lots of people know about social media but less of its marketing
techniques. The understanding of
social media
which is the business aspect is typically more limited. Social
media marketing is a superb way for businesses to fulfill their objectives in
terms of building brand equity, improving customer service, reaching new
customers and collecting customer feedback. Companies that create social media
content that provides value to others, connect with their customers in a
profitable way.

6. Email Marketing

Email marketing has been a pillar for any business attempting to
generate and increase sales via the internet. It provides direct contact with
clients and allows you to drive prospective customers to your website easily
with just a click.

With the email marketing, you can provide
updates, exciting news, reminders, etc. to your customers in a matter of
minutes and at the same time you can use these newsletters as printable, direct
mail pieces or even flyers. When using the right tools, sending out emails that
look professional and represent your business the way you want it can be so

People want brands they can trust, companies that they have well built
relationship with, communications that are personalized and relevant, and
offers tailored to their needs and preferences.

Which Search Engine Should I Focus On?

There are two important search engines for PPC advertising, Google Adwords and Yahoo/Bing.

Google Adwords

Google Adwords provides customers an opportunity to market their
products or services in
Google search
Adwords uses text ads that will be promoted when people search for
keywords that are related to your business or product. What you want to do is
place a bid on some series of catchy phrases or keywords that are related to
your products, services, business or site.

The main advantage of using Google Adwords which is very
profitable is that you can bid as many keywords as you want, but you will pay
only if users click on your pay per clicks ad.
Pay per clicks ads will be displayed as short text ad with a
title and a small description. Some of the other benefits in using Adwords for
promoting and marketing your business, one is that you can reach a large number
of users using Google Adwords. This will provide a number of opportunities to
your business or company.

You can have full control over your ad like and how you want to manage
it, where and when it should be displayed and how much you will have to pay for
per click depending on the rate of clicks. The budget is extremely fair and
selective for all business.

Yahoo!/Bing Search Marketing

Another search engine marketing alongside Google is the search engine which gets a maximum number of searches per
day is
Yahoo. You need to sign
up on Yahoo search marketing platform to promote and advertise your product in
Yahoo!/Bing network. The major advantage of using this network is the alliance
between Yahoo! and Bing Search. This platform works in a similar way to
Google Adwords where you can
select a set of keywords related to your business or product and promote an ad
to be displayed in the search results in which you will have to pay only for
the number of clicks you receive.

Yahoo!/Bing search marketing has its own
set of advantages such as reaching out to a new set of potential clients who do
not use Google for search

Yahoo! and Bing search engines have a high
publicity and it is proved in a research that users who use Yahoo! and Bing
spend more time than the average internet user and they equally spend more
time, there are greater chances for conversion and the last benefit is that
it's less expensive than Google Adwords as the competition is less

What Is Paid Search Advertising?

Paid search advertising refers to any search process or method where
results are dictated by payment from advertisers. Although, many expert term
paid search with
pay-per-click (PPC) advertising, a particular kind
of business relationship where advertisers pay search engines when ads are
clicked, which gives the search engine entity incentive to display the ads as
search results.

Paid search advertising is often
contrasted and related to organic search, or search results that aren’t related
on any commercial and profitable arrangement. Organic search results are
"natural" or "real" results in that they are based on an
algorithm designed to transfer the most relevant and useful results to users.
Paid search advertising results, in another form are skewed by a contractual
promotion plan between the advertiser and the search engine host.

Although it’s fair to approach the responsive value of any search engine marketing plan on a case-by-case basis,
experts have their own ideas about achievable results from PPC and how
effective and profitable paid search is in general for business.

Those who work as SEO experts and online
advertising companies
will often display the results
of past campaigns to promote their arguments, but due to the very robust nature
of the Web, it’s difficult to generalize about the efficiency of any type of
online marketing strategy.

Post By : Lovegin John (3 Posts)

"Lovegin John is the CEO & Founder at Cubet Techno Labs. With 10+years of IT Industry experience, spanning from Web/Mobile application development, Product Development, Quality Assurance and Offshore/Onsite Projects management, Lovegin is a true lover of technology and entrepreneurship."

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