Search Marketing: Concepts and how to apply them to your business

One of the greatest revolutions in our recent history is called the Internet. It has empowered thousands of new perspectives on the universe of things and in relation to the business world the revolution is even greater, and one of the responsible for this change comes under the name of Search Engine Marketing . 

If before, a company depended only on word of mouth advertising, TV and radio, to sell, nowadays it is in the internet environment that it earns thousands or millions in revenue. 

If before, a company depended on telephone directories or those advertisements in newspapers to be found, nowadays internet search engines completely monopolize this work.

But for this to happen, there are paths to follow. In this article, we will show you these paths, as well as provide in-depth knowledge about these concepts that are so valuable for the contemporary corporate world.

Search Engine Marketing 

We call Search Marketing a digital strategy focused on the world of the internet, and more specifically search engines. And it is obvious that when we talk about search engines, the first and main name that comes to mind is Google. 

Yes, Search Engine Marketing aims to place your business at the top of Google's main page, especially within your niche. Is it easy? No. Is it possible? Yes. What are the options to follow? We will see here.

How do search engines work? 

Services like Google are designed to help you find everything (exactly everything) you need. From a French hat shop, a workshop specializing in women's clothing, or even a company that sells used wedding dresses. The universe is infinite and may seem chaotic, but it's not. 

Search engines have thousands of algorithms that hierarchize content, organize thematic areas, divide options for Internet users, refine information and deliver the most accurate information possible.

Your goal as a company is to reach the top of this hierarchy, and it just needs to be within your niche.

How to get to the top of search engines? 

There are two possible options for achieving a good ranking in search engines like Google. The first option involves investing in sponsored links, which gain momentary exposure in search engines, but the exposure is more robust. 

The second option is the most difficult, it requires time and work, but it is free and yields results for much longer. We are talking about a term called SEO (Search Engine Optimization).

Choosing each of these options to apply to your business 

In SERPs, content is divided into two categories. The first four results at the top are the so-called paid links , and after that, the most relevant content for the term you searched for.

If your business's goal is to reach the top through paid links, your job will be to produce content (text to hook the customer) that actually generates results, whether this result is a sale, an e-book download, a visit to a website, among other objectives.

As we have already mentioned, reaching the top in this case is an easier task, as it will be the result of a financial investment, hence the need for this return to be much greater than the investment made, otherwise it will not be worth it. To sponsor and appear at the top of Google results, the tool you should use is Google ADS.

Getting to the top through SEO

It is the hardest way, but the results, when achieved, are fantastic. Working on SEO for your business involves in-depth knowledge, and for this it is essential to be constantly studying. There are many tutorials and articles like this one that provide you with qualified knowledge. 

Google filters all content, then organizes and hierarchizes it. There is a chance that you may do everything right and still not see results immediately. But if you don't give up, the chances that you will see results at some point are huge.

Working on the website home page 

The first tip for your business is to have a website that advertises your product, service, etc., to the entire world, and this website needs to be pleasant, responsive and, above all, fast. Pleasant because aesthetics always count in our lives. When we look at a website, we like to see it beautiful, organized and attractive. You already win the customer over with the front door.

Responsive – If before the personal computer or notebook were the most used ways to access the internet, nowadays smartphones dominate, and that is why it is more than important that your project has a responsive version, that is, that it adapts to your cell phone screen. 

Speed ​​is everything – A fast website can attract many more customers and readers than slow websites, that’s undeniable. When creating your company’s website, keep in mind that different types of customers will access it, and so you should think about all of these potential customers. Therefore, a fast website that uses less mobile data is an important part of your business’ success on Google.

Strategy with URLs 

Choosing the URL (the name that appears in the link) greatly helps in the process of being discovered by Google. If your company is called dow, putting the name in this way in the URL will enable very good results, since the keyword for your business (IT) will already be included in the results offered by search engines.

So, if someone types “computer store” in Belo Horizonte, and your store is in BH, the chances of it appearing on the first page will be greater. 

Choosing the right URL will help a lot, but of course it won't be the only factor used by search engines to put you at the top.

Meta Description

Search marketing works with a concept of Meta Description that is very relevant in the final results presented by search engines. When someone performs a search, the results are accompanied by short texts describing the website, the content, the company, or the project.

Working on your meta description well will not give you a better chance of being ranked by search engines, but it will make it much easier for people to find your website. If this description text reflects what the user is looking for, they are more likely to click on it and be directed to your company's website.

In short: work on your meta description. If you own a flower shop selling wildflowers in the city of Porto Alegre, make this clear in the description text: "the most complete flower shop specializing in wildflowers in Porto Alegre."

Content is what matters 

SEO rules have changed over the years. While algorithms used to focus on more specific elements, such as keywords, tags, and other elements, today search engines' primary concern is to find good content.

So provide this good content to Google and the chances of your business being successful will be greater. 

Present good, original things that solve a problem for customers, consumers or readers.

When you look at the websites of large e-commerce companies, you can see this concern with content, even if the central part of the website is not capable of presenting this content. Thus, the way they found to add content to the website was by creating blogs. In the pet market, for example, product sales websites are always accompanied by blogs that publish articles on animal welfare, the importance of vaccines, etc.

Learn to create original and productive content and gain clients, consumers, or readers. Be careful with plagiarism, in addition to being penalized by Google and even being banned from its searches, copying content from other people is a crime.

Link building

Another way to make your website gain authority, and consequently points in the Google ranking (and other search engines), is by doing what we call link building , that is, looking for other websites that talk about you, whether through an article, content such as a newspaper article, a partnership with other websites, blogs and the like.

Having a good link building strategy can attract a considerable number of customers, but it is important to be extremely careful, as search engines may think that you are using superficial and unhealthy actions to gain authority and relevance in search engines. In this case, the effect tends to be the opposite.