What is search marketing?

The goal of search marketing is to increase the visibility and ranking of websites and web pages in search engine results pages (SERPs), thereby attracting more targeted traffic and potential customers. It accomplishes this through the process of combining SEO and PPC strategies to create a holistic internet marketing strategy that drives traffic and visibility through search engines based on a user's search query.

Search marketing can be broken down into two main types:

• Search engine optimization (SEO). SEO is the process of optimizing websites and web pages to improve their ranking in search engine results pages (SERPs). SEO involves a variety of tactics, including keyword research, on-page optimization, technical SEO, and link building.

• Pay-per-click advertising (PPC). PPC advertising involves paying for ad placement in search engine results pages (SERPs). Advertisers bid on specific keywords and phrases, and their ads are displayed when users search for those keywords. Advertisers only pay when a user clicks on their ad.

Search marketing can also include other tactics, such as local search optimization, mobile optimization, and content marketing. It is an important strategy for businesses of all sizes, as it allows them to reach potential customers who are actively searching for products or services that they offer.

At the end of the day, by optimizing their websites and web pages for search engines, businesses can increase their visibility and attract targeted traffic, leading to increased engagement, conversions, and revenue.