Search Marketing for Small Business Owners: Unpacking SEO and Paid Ads
We’re on a mission to help empower our thriving local business community with the knowledge and support needed to ride the waves of owning your own business! This blog post tackles SEARCH MARKETING and looks at the differences and definitions of SEO and SEM.
Understanding how to make your business visible online can be challenging, especially with terms like SEO and SEM being thrown around. Let's break these down in simple terms to help you manage your website and marketing effectively.
Search Marketing
Search Marketing is a broad strategy that aims to increase your website's visibility on search engines like Google, Bing, or Yahoo. It encompasses both paid and unpaid methods to attract visitors.
Search Engine Optimisation (SEO)
SEO involves optimising your website to appear higher in the unpaid (organic) search results. Here are some basic steps you can take:
Keyword Research: Identify words or phrases your potential customers might use to find your products or services.
Quality Content: Create informative and engaging content that addresses the needs or questions of your audience.
Website Structure: Ensure your site is easy to navigate, loads quickly, and is mobile-friendly.
On-Page Elements: Use relevant keywords in titles, headings, and meta descriptions to help search engines understand your content.
Implementing SEO is a long-term strategy that builds credibility and can lead to a good flow of traffic without direct costs per visitor.
Search Engine Marketing (SEM)
SEM, often called Paid Search or Pay-Per-Click (PPC) advertising, involves paying for ads to appear in search engine results (like Google). Here's how it works:
Ad Creation: Develop ads that appear when users search for specific keywords related to your business.
Bidding: Decide how much you're willing to pay each time someone clicks on your ad.
Targeting: Choose specific keywords, demographics, or locations to show your ads to the right audience.
SEM provides immediate visibility for your business and can drive traffic quickly, but it requires a financial investment and continuous monitoring to ensure cost-effectiveness. Usually best to do this with the help of an expert or an agency so you don’t ‘waste’ your money - and there are a few amazing locals who’d love to help you - search our Business Directory to find a Digital expert near you.
Which Should You Use?
Both SEO and SEM have their advantages:
SEO: Great for building long-term, sustainable traffic without ongoing costs per click.
SEM: Effective for gaining immediate visibility and targeting specific audiences, especially during promotions or when launching new products.
For small business owners managing their own marketing, a balanced approach can be really beneficial! Don’t jump into ads right away though!! Start by building a solid SEO foundation to ensure your website is search-friendly. Then, consider using SEM for targeted campaigns to boost visibility when needed.
Remember, both strategies require regular attention and adjustment. By understanding and applying these concepts, you can enhance your online presence and attract more customers to your business. And the Kingston Collective are here to help you every step of the way!
*Digital Marketing & Websites 101: Interactive Workshop Event*
Join us at a special interactive workshop for business owners who manage their own website and marketing activity. We’ll be hosting DIGITAL MARKETING & WEBSITES 101 WORKSHOP at Events on Citrus in Braeside on Wednesday 30 April from 10am - 2pm.
