If you are like most digital marketers, then you definitely are looking to focus your budget and your time on search engine optimization efforts. In case you do not know, search engine optimization is the aspect of digital marketing that has to do with the organic listings in the major search engines. You may see advertisements around those organic listings – this is another discipline entirely.
As a consumer, you probably focus more on organic listings when you make a search on Google. This is only natural. The advertisements that pop up get much less attention, as they should. They are paid for, and they are possibly a distraction depending on what it is that you are looking for.
However, these advertisements do you get clicked on. They are not completely useless for you as a digital marketer. As they say in the famous movie, “If you build it, they will come.” This is also true of advertisements on Google, Yahoo and being.
As a matter of fact, you can actually use these advertisements to your benefit if you are looking to create a more long-term strategy for yourself within the organic search listings. Search engine marketing, which is the discipline that places the advertisements around the organic listings, is what you need to focus on. This is one of the most overlooked techniques in digital marketing, but it is also one of the most effective.
Why do you need to focus on search engine marketing if advertisements are not trusted as much is organic listings? Simple. You get short-term data that you can then put into your long-term plan. This essential data would not come to you for many months if you did not incorporate advertisements into your overall marketing strategy.
In short, you are not necessarily looking for conversions when you put up advertisements. You can certainly get those if the advertisement is worded correctly. However, the bigger score is to figure out the keywords that are working for you particular industry. Once you have those, you can optimize your website content so that you organic listings rise in the major search engines.
Once you have search engine content that is fully organic, you stand a much better chance of competing in today’s digital world. You will have the ear of top clients, and you will have a position that cannot be easily taken from you. Little did you know that search engine marketing can actually help you in this endeavor.