Search engine marketing: the art of ranking

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Ranking in search engines is an art that must be mastered if you want to succeed on the Internet. In this article you will learn what exactly search engine marketing is and what great advantage it gives you.
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Search engine marketing is the art of improving a website’s ranking in a search engine. And that is not so easy! This is because there are countless factors that search engines take into account when determining rankings. What search engine marketing is all about and what you can do to improve your website’s ranking – this blog post will tell you everything you need to know!

What is search engine marketing & why is it important?

Search engine marketing, also known as SEM (Search Engine Marketing), is the art of ranking in the search results of a search engine. The higher the position you achieve in the search results, the greater the chance that users will click on your website or your offers. Search engine marketing consists of various components such as search engine advertising (SEA) and search engine optimization (SEO), which we will discuss in more detail in the next chapter.

Average advertising expenditure per Internet user in the search engine advertising segment is expected to be €87.20 in 2022.

Statista

The importance of search engine marketing should definitely not be underestimated – according to a study by Statista spending on search advertising in 2022 was €6.53 billion in Germany and as much as €104.20 billion in the U.S., with forecasts on the rise. This is because SEM is one of the most effective ways to drive users to your website and content to reach potential customers. Accordingly, it is a good idea to develop a careful search engine marketing strategy.

How does search engine marketing work?

roboter mit schild über suchmaschinenmarketing101
OpenAI (AI generated image)

Search engine marketing is the art of designing and marketing a website so that it can be found by as many people as possible. This is usually done by improving the visibility of the website in the results of a search engine, which in turn can be achieved through various measures. There are many tips and tricks to effectively apply search engine marketing.

An effective strategy for SEM can make a huge difference to the visibility and success of a website. However, to be successful, you need to understand how search engines work and what factors are taken into account when searching:

1. search engine optimization (SEO)

The most important component of search engine marketing is Search Engine Optimization (SEO). SEO deals with the design of the website and its content, as well as the use of certain keywords to attract the attention of search engines to the website.

SEO is extremely important because it allows search engines to find and index your website and content. If you do not do search engine optimization, then you may not be able to attract visitors. Here are 8 useful tips for successful SEO marketing:

  1. Write for your audience, not search engines: search engines are an important part of the Internet, but they shouldn’t be your primary concern when you write. Your audience is more important. Write for the people who will read your content, not for the machines to find it.
  2. Use the right keywords: Keywords are words or groups of words that your audience uses to search for your product or service. If you use the right keywords, you can make sure you get found by the right people. You can research keywords in several ways. First, think about what words or word groups your audience might use to search for what you’re offering. Look at what keywords your competitors are using. Finally, you can use keyword research tools like Google AdWords Keyword Planner or Ahrefs Keyword Explorer.
  3. Create high-quality content: Create high-quality content that engages and benefits your readers. Show that you know what you’re talking about and let them know what to expect from you. Be creative and think outside the conventional – your readers will thank you for it!
  4. Optimize your website for search engines: A well-optimized website includes not only creative content, but also the design of the website itself. Create different categories and landing pages to make your website interactive and engaging. You should also update your website regularly so that it is always current and up to date.
  5. Promote your content: let others know you have something great and exciting to share. Spread the word via social media, email and other channels. The more people you reach, the greater the chance they’ll be interested in your content.
  6. Use social media: LinkedIn, Twitter and the like are great ways to stay in touch with your customers and attract new ones. Be active on the platforms and post interesting content that appeals to your customers. But be careful not to advertise too much – otherwise you’ll quickly be labeled as a spammer.
  7. Build good backlinks: Backlinks are a very important part of search engine ranking. If you have quality backlinks on your website, this will improve visibility in search results. There are many ways to build backlinks, such as guest posting, creating infographics, link exchanges, etc. To successfully build backlinks, it is important to be creative and try different methods.
  8. Use an SEO agency or an SEO content generator: If you are unsure about SEO, it can be worthwhile to transfer the work to an SEO agency or an SEO content generator. Such a service can help find the right keywords for your content and ensure that your website ranks high in search results for the right queries.

TIP: An SEO Content Generator is an inexpensive tool that makes it easy for you to optimize your content for search engines. With the neuroflash AI TextGenerator you can, for example, have SEO texts written by an artificial intelligence for free. You can choose from over 50 text types, from blog post to meta description:

neuroflash is also extremely easy to use, all you need to do is feed the AI with the necessary details, such as the topic of your blog post and the AI will process the information to subsequently provide you with new and SEO friendly sample texts:

In case you’re curious, you can try our neuroflash app here and generate up to 2,000 words per month for free.

Search engine advertising (SEA)

Another component of search engine marketing is advertising in the results of a search engine (Search Engine Advertising or SEA). SEA involves the placement of ads in the search results of a search engine and is usually subject to a fee.

Almost every adult in Germany regularly uses search engines such as Google, Yahoo or Bing. Search engines are the first port of call for almost everyone when they are looking for something. However, most of them do not know that the results they see are partly paid advertisements.

This is also the reason why search engine advertising is so important. Search engine advertising allows companies to present their products and services directly to potential customers. The advertising is placed in such a way that it is relevant to the user and matches their search. This increases the likelihood that users will click on the ad and become customers.

google sucherbenisse seite
Google

But search engine advertising is important not only because it is so effective. Search engine advertising is also one of the few online forms of advertising where companies can determine exactly which target audience they want to reach. The targeting options in most search engine advertising programs allow companies to have their ads played out only to users who meet certain criteria. This can be, for example, certain locations, age or gender. Search engine advertising is therefore a very effective and targeted form of advertising and should therefore not be missing in any marketing mix.

Examples of search ads networks

If you want to place search engine ads, you can only do so through the specific search ad networks. If you want to use Google Ads, for example, this is only possible via the Google network. Currently, the two most relevant search ad networks are Google AdWords and Microsoft Ads:

handy mit google suchmaschine auf display
unsplash

Google AdWords: According to Statista , Google’s current market share is around 80%. Therefore, it is worth taking full advantage of the opportunities that Google offers users. For example, if you want to place ads on Google, you can use Google AdWords. Google AdWords actually consists of two networks: Google Search Network and Google Display Network.

Google AdWords is an online advertising program from Google that allows companies to advertise their products and services. AdWords allows companies to place their ads on Google websites and on third-party websites. When users search for products or services that your business offers, your ads may appear at the top of Google’s search results page. You can design your own ads and only pay a fixed amount to Google when someone clicks on your ad.

handy mit social media apps auf display
unsplash

Microsoft Ads: Bing Ads allows customers to buy ads for both Yahoo and Bing networks. Companies can also place their ads on other Microsoft sites such as MSN and Outlook.com. Bing Ads works similarly to Google AdWords. Companies place ads and pay when a searcher clicks on the ad. The ads appear when a searcher’s query matches the advertiser’s keywords.

5 advantages of search engine marketing

Search engine marketing is an effective strategy to be found on the Internet. By using search engine optimization, businesses can increase their visibility in search results and reach more customers. The benefits of search engine marketing are many:

  • Increasing visibility on the Internet: Search engine marketing brings the company higher up in the search results for relevant search terms. This increases the likelihood that customers will arrive at the company’s website and become interested in the products or services it offers.
  • Increase traffic to the website: A better position in the search results will drive more traffic to the company’s website. This leads to more visitors and potentially more customers.
  • Cost-effective: Search engine marketing is a cost-effective way to have a presence on the Internet. The costs for optimizing the website and for placing advertisements are comparatively low.
  • Targeted: With the help of search engine marketing, companies can target precisely those customer groups that are interested in their products or services. By using specific keywords, the company can target its website to the needs of the target audience.
  • Flexible: search engine marketing is a flexible marketing strategy that can be adapted to the needs of the company at any time. The placement of advertising and optimization of the website can be stopped or changed at any time.

Conclusion: Search engine marketing is an effective strategy for being found on the Internet and reaching more customers. The benefits of search engine marketing are many, making it an attractive way for businesses to increase their visibility online.

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