Search Engine Marketing – What is it and How Does it Work?
Find out what is Search Engine Marketing and how it works followed by concrete examples and tips for you to better understand SEM and optimize your SE ranking.
Today's world is a digital world, with nearly half of the world online. with so many people using the Internet, it makes sense for any company to take advantage of a digital business. Here we will learn about the opportunities available and how a website, marketing videos, or social media can help you achieve your goals.
1. Know Your Digital Opportunity
2. Define Your Online Goals
3. Build Your Online Presence
4. Promote Your Business
5. Analyze and Adapt
Today, the use of the Internet is no longer limited to emails. From talking to friends and family and buying groceries every week to finding new travel destinations and local activities to do, the internet has become an integral part of our daily lives.
As the time we spend on the Internet increases, so do the digital opportunities available. The digital experience is constantly growing thanks to content creators and commercial activities and app developers who are always finding new and innovative ways to help us shop, learn and connect.
So whether you have your own business or want to work for any company, now is the right time to get involved in the digital world. But where do you start? from here.
We will provide you with the main steps here to learn about different digital marketing concepts and gain the knowledge you need.
Whether you are interested in content marketing, online advertising, mobile marketing, or selling products online.We will make sure to provide you with all information in a thoughtful manner to enable you to acquire new skills or refine your knowledge with ease.
Learn how to create an online businessstrategy and raise your website's ranking on search engines and how to use analytical tools to evaluate your performance on the Internet.
Whatever your interest, our materials include everything you need to achieve your goals online.
After we have seen how the digital world has changed our daily lifestyle, the question remains, how can you take advantage of this transformation and what these increased opportunities represent for you on the Internet.
In this report, we will discuss the essential components of the digital world and its relationship to your business, and how to start using it.
At first, let’s say you are a mechanic and your business started to grow thanks to what is known as word-of-mouth marketing and personal recommendations from clients, but you don’t have any digital presence and you want to grow your business more broadly.
The question here is how the internet can help you with that?
Search is one of the most important advantages of the Internet, and your online presence means that users will be able to find you easily when they search for a business like the one you own.
For example, suppose someone searches for a mechanic in America, and you appear in the results, how will this benefit your business.
Well, the possibilities are endless. When a customer clicks on the link on your commercial site, a lot of information that he can know about you is generated. For example, he may read customer recommendations or he may watch a video that you have previously published on the site about self-maintenance, which indicates the extent of your knowledge of this profession.
The customer can also view your price guide and your location on the map and learn in detail about the services and special offers you provide, such as the free car towing service with a private trailer. He can also fill out a service inquiry form or request a price quote.
He can even go through your website to your accounts on social networks to see more photos, videos, and tips you provide.
Your website may not include all of these features from the start, but these examples are enough to provide an overview of the many ways to benefit from your online presence.
Besides getting users to know your business, the digital presence is a major source of getting valuable information about your potential customers, their requirements, how to fulfill their needs, and so on.
More importantly, the digital world gives you the opportunity to display an advertisement directed to everyone as soon as they search for services or products related to your business.
For example, you can display ads to potential customers using the advertising service on the search network, such as that customer who searched for a mechanic in America. You can also limit the ads to display within the geographical circle surrounding the area of your business.
You can also learn to use analytics tools to find out when users clicked on your ad, visited your website, and took some actions such as a form or watching a video.
Cool, isn't it?
But how does it start? First, do not be afraid of the tools and techniques available today, many of them are free and easy to obtain and use.
In fact, the biggest challenge that many businesses face in being online does not lie in using these tools, but rather in integrating them together within an integrated plan.
Now let's discuss the main points that you need to take into account quickly.
It is possible to promote a business in different ways on the Internet, but before you start, you must know how these digital channels work, the best option for you is to know how to build a clear strategy that helps you achieve your goals and analyze your results.
Now is the time to talk about goals!
Every business has different goals, so it is important to be fully aware of what you want to achieve on the Internet, as this will help you in setting your priorities correctly and making a plan on this basis in order to avoid making mistakes.
There are many clear ways in the digital world that can help you boost your business such as strengthening relationships with customers through social media platforms, providing an online purchase service, attracting new customers, maintaining existing customers, and consolidating their loyalty to your brand.
First, you have to ask yourself a simple question: Why do I want to be on the Internet?
Let's imagine that you own a hairdressing salon, your main goal may be to attract more customers and provide additional services such as selling the products you offer and introducing the public to new hairstyles created by you.
But before someone comes to you, he must first know that you exist. This is the biggest goal that the digital world helps you achieve.
So, the first step is to go public in the digital world.
Do you know what is the easiest way to make a quick profit?
It is as simple as listing your business in local internet directories so that your business name appears to people when they search for a hairdresser on search engines or online maps.
Then you can decide to set up a website where you share information about your business such as opening hours, your geographical location, price list, and the services you provide.
You can also create pages on social networks such as Facebook, Google Plus Instagram, or Twitter, where you can publish photos of your own business, offer special discounts, and communicate with your customers.
Once you do these steps, more people will become familiar with your business, and from here you will develop your goals automatically and your focus may be directed to converting visitors into loyal customers.
Accordingly, you can add new features to your websites, such as booking an appointment online or selling your hair and beauty products. And since you are using the digital world to attract visitors and convert them into customers, you can now expand your business by investing in online advertising.
Whatever your goals are in the digital world or what you have achieved so far, your priorities will automatically change as your business grows.
So how do you make sure that you have achieved your goals? You will have to measure what you are doing along the way. This is called analytics, which gives you an in-depth look at what has been successfully implemented and what may need to be modified. We will talk about this later in detail as the digital world offers many options for assessing your success.
Summarize what has been said, always remember that before delving into the digital world think carefully about what you want to achieve and then prioritize the different opportunities available digitally that will help you achieve your goals.
Later we will help you plan by highlighting different ways to build your presence in the online world in the digital world and how to enhance it.
Now, are you ready to start our actual steps towards the digital world?
Here we will talk about the first steps to go into the digital world, which represent the foundation pillars for your online business.
There are many foundations for building a digital presence such as local data cards, websites, applications compatible with devices and social networks.
There is no doubt that mastering these basics would create a huge difference, especially in today's day when it has become easy for anyone to establish his business on the Internet.
It is true that websites are often the first choice in this regard, but they are not necessarily the most appropriate choice.
Let's assume again that you are a hairdresser and your first goal is to find more customers on the Internet. In this case, it may be the appropriate step to facilitate the finding of potential customers is by including your salon in local online business directories like Google Business, in this way, when someone searches through a Google browser, your business will automatically appear in the results without the need for a website.
Now, what can you do without creating a website? You can start creating a page on Facebook to give potential customers a glimpse of your business and the services you provide, for example, by posting pictures or videos of some amazing hairstyles that you have created for your existing clients.
Do you find this a little difficult? don’t worry, you can learn how to use social networks effectively easily.
There is a lot that you can do without a website, but it may be important at some point to create your own website to serve as a window to everything customers need to know about your business.
That's great so far isn't it, let's move on together to the next step.
When you start planning your website, it is important to first define what you would like users to do through your website. For example, do you want them to call you? then, you put your phone number clearly on each page. if you want them to find the location of your store, for example, you can display a map of the place and directions to reach it on the home page.
There are many other features that you can add, such as the online reservation service, the online shopping service, or what is known as e-commerce, which may range from simple to more complex.
It is clear that websites are no longer the only window on the Internet, as many commercial activities today depend on applications that can be easily installed on mobile devices and accessed quickly.
More importantly, applications open new doors in the digital world, such as loyalty programs or automatic table reminders.
Bottom Line: If you want users to find you online, you have to build a strong foundation online.
And you have several ways to do this, such as listing your field in the directories of local business activities on the Internet and being present on social networks, owning a simple website or another that provides an online shopping service, or even applying all of the above together.
Wherever you choose, the Internet remains the ideal platform where users find you, get to know you, and become your customers.
Well, you have set up your own online business and are now looking for ways to attract more customers to your virtual portal. Let's discuss some strategies to achieve this using search engines. Now, how are you going to get customers to find you on the Internet?
First, start with search engines: search engines help users get to exactly what they are looking for so if you provide services or products that are relevant to the topic of search, search engines will display your business in their results after a keyword is included, you have two primary ways to use search engines first is SEO, or ( SEO Search Engine Optimization), which helps you promote your business in search results for free and the second is search engine marketing or SEM that allows you to purchase advertising space in search results.
There are so many other ways to promote your work as well, including Email Marketing by using a free email finder tool, Social Media outreach, and building authority to your website via guest posting. So make sure to take advantage of any tool you may find effective.
You now have a full view of how important it is to define your goals in the digital world and how to build your business on the Internet and use digital marketing to attract the audience to your website.
Now the next step relies on making sure your digital plan is long-term. Let's review together some ways to do this such as setting realistic expectations and emerging trends in your industry.
The first thing to remember is not to expect too much in the short term. It may take time for you to establish your online business and build a presence in the digital world.
Do you remember the example of a hairdresser? Well, let's say you launched your first website for your store. It's likely that shampoo sales won't peak right away as search engines take time to find your website and include it in search results. Which also gives you more time to improve and implement your digital marketing plan.
Therefore, avoid setting unrealistic goals that are not likely to be achieved.
Part of any online plan is to evaluate the steps you take and make sure they are effective. This is called analytics, which shows how users found your site and the actions they took on your site.
The general idea here is to know where your website visitors are coming from and how this is important in helping you identify the successful and unsuccessful elements of your marketing campaigns.
If you know what your visitors do while they are on your website, this will help you determine whether your investment in the digital world is paying off.
Going back to the hairdressing salon example, your main goal here is certainly not just for visitors to browse your home page, right? You also want them to take other actions on the site such as watching your videos, booking appointments, getting directions to the salon, or purchasing the products you offer.
Only by tracking what users are doing on your site will you be able to know what is working and what is not working for your business in the digital world and then you will be able to make changes and improve your plan online.
And you must always remember that the world of the Internet is constantly changing. There are modern tools, technologies, and plans that are created every day. Therefore, a good plan is one that combines basic concepts that do not change constantly with proactive thinking that aims to keep pace with the growing developments in the digital world.
The same concept applies in the business world, where you must always make sure that your online world keeps pace with the changes taking place in your field of work and cope with the fashion of hair colors.
In order to succeed online well, you have to reflect on every step you take and stick to a strategic plan based on three main points.
first, determine your goals on the Internet and set realistic expectations.
Second, use analytics to track the steps that have been used, and evaluate their effectiveness.
Finally, keep pace with the continuous changes, whether in the technology world or the field in which you work, and by applying these three points in your plan and maintaining your flexibility in applying them, we are all confident that your career in the digital world will be crowned with success.