The Importance of Search Engine Marketing for Modern Business

The Importance of Search Engine Marketing for Modern Business

While search engine optimization is all about increasing the online visibility of a business, search engine marketing is more about increasing the call-to-action response for that visibility. With the amount of qualified traffic coming from search engines, search engine marketing becomes an essential part of any successful digital strategy. It is not only business friendly, but also has a lot of value for the consumers. Therefore, every search engine marketing activity requires careful planning and execution. Let’s take a quick look at some of them.

What makes search engine marketing so unique
To begin with, search engine traffic is always highly targeted because it is always the potential buyers who are looking for your products and services just when they need it. And that’s why they are ready to listen to your marketing message with much more enthusiasm. The other important factor that works in favor of search engine marketing is that it is elective. They are driven to click on your web page voluntarily from search engines and directories because they see something of value to them that solves a real life problem immediately.

Search engine marketing methods and metrics
Search engine marketing employs five primary methodologies and metrics to deliver results.

  • Keyword research and analysis: This phase involves three steps and ensures that –
    • The site is indexed in search engines
    • The most relevant and popular keywords are used throughout the site
    • Those keywords are used in a way that generates and converts traffic
  • Website saturation and popularity:
    This phase enables website owners to evaluate the website’s presence on search engines. Saturation is determined by the number of pages of a site indexed by search engines, while the number of backlinks the site has determines the popularity. It is accomplished by keeping a good and steady keyword density for popular and relevant keywords that people are looking for.
  • Web analytic tools and HTML validators:
    These tools provide usage data of a website and its visitors. It allows the website owners to measure the success of a website. Such tools can range from being simple traffic counters to more sophisticated tools that dig deeper into the performance of each page, image and other parts of the website.
  • Whois tools:
    Whois tools reveal information about the owners of a website. They provide valuable information related to copyrights and trademarks of a website and its contents.
  • Google mobile-friendly website checker:
    Google has recently updated its algorithms that favor websites with a mobile-friendly design. This test analyzes whether a website has a mobile-friendly design or not and thus helps determine the search engine ranking of the URL.


Comparing SEM with SEO
SEO is a subset of SEM, i.e., SEM is a discipline that needs SEO to function properly. As such, SEM uses paid search results using tools like Google Adwords, while SEO uses organic search results. Having said that, both SEM and SEO need regular monitoring and frequent updates in line with the evolving search trends.

The skills required to run successful SEM campaigns can be acquired with proper guidance from experts. At NSDM INDIA, we have highly experienced trainers and an excellent coaching environment that helps you acquire these skills with experience of working on live projects. The trainers at NSDM INDIA have years of industry experience that will equip you with everything you need to build your career in digital marketing. Get in touch with our counselors to know more about how NSDM INDIA digital marketing course can help you achieve success in your digital marketing career.

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