Search engines reward quality content
Search marketing is where companies try to anticipate the types of things their customers or users are searching for and create content to match their search enquiry. Content comes in all forms – written text, images, videos, graphics, polls and quizzes and games. The written word is what search engines were built on, but video and images are becoming increasingly important as our online user behaviour changes and the way we consume information evolves.
It’s all about showing on Page One of Google’s search results
There are so many different ways of describing search marketing. But in general search engine marketing applies to all search engines, but in Australia, where Google has over 93% market share, our emphasis is on driving traffic from this search engine specifically.
The online industry has so many acronyms and abbreviations that the jargon is difficult for an outsider to catch onto. And the Search industry is one of the worst culprits. The two main terms you need to be aware of is SEM – search engine marketing and SEO – search engine optimisation.
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Two kinds of search marketing
These two types of search marketing are very different. One allows your organisation to pay to rank well in search results (SEM), the other rewards websites for having the most relevant information to a user’s search query (SEO). Because Parachute Digital always advocate for the best possible user experience and focus our energies on creating quality content, we tend to focus on natural search. We may offer to support your organisation with its paid search strategy, but only as part of a holistic online marketing strategy.
Paid Search – Search Engine Marketing (SEM)
Paid Search is one of the most well known areas of digital marketing and an area that businesses have been comfortable in for several years now. Paid search offers businesses the ability to forecast & predict website traffic.
Organic Search – Search Engine Optimisation (SEO)
SEO is a very cost-effective long-term digital marketing strategy. Investing in search engine optimisation is one of the smartest decisions you can make for your business, but it’s not for the faint hearted.