Autumn is a great time of the year. The leaves change color, football season begins, pumpkin spice is everywhere, a lot of fun holiday traditions occur, and more. With the official start of fall only a few weeks away, September 22, many people are already thinking about the changing season. One thing businesses need to focus on in the fall is how to reach your ideal audience through all of the other things happening as the cooler weather sets in. We are going to review how you can fall into the hands of your customers with successful search engine marketing this autumn.
We are going to take a look at some search engine marketing tactics and review some ways you can use this digital marketing tool to your advantage. Let’s jump in.
What is Search Engine Marketing?
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising and SEO. With millions of businesses out there all competing for the same customers, search engine marketing is the most effective way to promote your products and grow your business.
We won’t get into all the nitty gritty details, but if you are curious about how paid search works or want to learn more about SEO, you can check out our previous articles. Today we want to jump in and talk about the ways you can start raking in your ideal audience and how you can fall into the hands of your customers with successful search engine marketing.
Search Engine Marketing is More Than Just Keywords
As we know, “Google” has become a common household term. It is the most used search engine out there and the term is associated by most people as meaning “Internet search”, even though it is just one of many options people have to use for searching online. With over 85% of online searches being done on Google, it’s safe to say it is the leader in the market. While Google doesn’t share its search volume data, it’s estimated that anywhere from 5 to 10 billion searches are done on Google each day. That’s a whole lot of searching!
As a business, you need to get in front of those searchers and outshine the competition. Make your products, services, and brand known, and fall into the hands of your customers with search engine marketing. Check out some tips below.
- Your Website is Key: People are searching on the go. Whether they are looking for the nearest pumpkin patch, where they can get a chai latte, or something else, if your website is not optimized for mobile and easy for people to use, even if they find you through search engine marketing, they may not become customers. 29% of phone searchers will immediately leave a site if it is too slow or they can’t easily find the information they are looking for (ThinkWithGoogle). Make sure your website is optimized and have information like location, hours, etc., easy for the viewer to find.
- More is Better: Search engine marketing works best when both paid search (PPC) and SEO are used together. Search engines are designed to provide the searcher with relevant results as to what they are looking for. Not everyone searches the same, so by having both PPC and SEO, you are putting yourself at an advantage. Your business will be more likely to appear in search results, either the paid or organic, or both. When a person sees your business come up in their search in multiple places, they will recognize your brand, and are more likely to click.
- Talk to Me: Voice search is here to stay and you need to be sure your business can be found via this method. Over 60% of Americans said they have used voice assistants (Edison Research). 50% of Americans have made a purchase using their voice assistant, and an additional 25% would consider doing so in the future (pwc). To optimize your website and search engine marketing campaigns for voice search, you need to change the marketing strategy and keywords that you have become accustomed to. To accommodate for voice search you should use natural language, and phrase things in ways that people speak (not type) using multiple-word keyword phrases.
- Keep it Local: Most brand engagement and searches happens at the local level. Think about how many times you have searched using the term “near me”. You are not alone. Nearly 50% of all Google searches are by people looking for local businesses and information. 97% of people learn more about a local company online than any other medium. It’s important to focus on local marketing and have local landing pages that searches can lead your audience to.
We have reviewed a few trends in the search engine marketing world and covered why they are important and how they can help you fall into the hands of your customers with successful search engine marketing efforts.
The key is not just showing up in the search results, but considering things outside of just keywords and phrases. Your website needs to be ready for the traffic and able to convert, you should combine search engine marketing tactics to help you be found by more people, you need to think about reaching those people using voice search, and you need to connect to people locally searching for your products and services.
We know, it’s not as easy as it sounds! At Water Bear Marketing we can help. We are the Advertising With Intelligence® marketing agency, with over fifteen years of online advertising experience that is focused on helping your business, get more business. We offer PaidSearch, OrganicSearch, and a ton of other products to ensure your customers fall for you this autumn just as much as the leaves make their way to the ground.
Contact us for a free consultation.