The term Search Marketing stands for the effort to improve the visibility of a business on search engines such as for example Google. This includes organic search results that can be worked on by using SEO techniques, local marketing that primarily deals with the improvement of the local search visibility as well as paid search engine advertising.
ORGANIC & EARNED
SEO stands for Search Engine Optimization. The goal here is to optimize a website technically and content wise. As Google's algorithm is continuously developed to serve the best possible search results to its users, there are optimization techniques to make your website easier for Google to consume and understand.
With the rise of mobile and with the development of the Google search engine, the search results that you are seeing on your mobile device are often a lot different that what you see on your desktop. And this makes sense, since a search result for a local service in one city is different from another city. It is possible to work on the visibility of your business locally and for many businesses this has become a key driver for walk-in business.
Google is currently the most important search engine in most countries on this planet. Therefore, running ads on Google, seems like a no-brainer. However, it is important to make sure that you can do so economically and ROI positive. As more and more businesses begin advertising on Google, the auction generated prices are exploding and make it less and less profitbable for many businesses to advertise.
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