Search Marketing

The main goal of SEO is to optimise a website’s content and structure to improve its visibility on search engine results pages (SERPs). By using relevant keywords, creating high-quality content, and enhancing website technical aspects, SEO aims to increase organic traffic and enhance the site’s ranking in search engines.

PPC advertising involves paying for placements on search engine results pages. Advertisers bid on keywords, and they pay a fee each time their ad is clicked. In contrast, organic search results are based on relevance and quality, and websites don’t pay for clicks. PPC is a quick way to drive traffic, while organic results are a long-term strategy.

Keywords are the foundation of search marketing. They are the terms and phrases people use when searching online. Identifying and targeting relevant keywords helps optimise content for search engines, making it more likely for a webpage to appear in search results. A strategic use of keywords in SEO and PPC campaigns can significantly impact visibility.

Keyword research is crucial. Consider your target audience, their search behavior, and your organisation’s unique selling points. Use keyword research tools to find relevant keywords and phrases.

Regularly reviewing and adjusting your search marketing strategy is essential for staying competitive. Monitor your performance metrics and industry trends to make necessary changes.

Key metrics include: Website traffic Keyword rankings Conversion rates (e.g., membership sign-ups) Click-through rates (for PPC campaigns) Return on investment (ROI)