Understanding search engine marketing in 10 key points

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Search engine marketing


Search engine marketing is a crucial aspect for any company wishing to develop its online presence and attract new customers.

In this article, we will explore the ins and outs of search engine marketing, taking into account its various aspects, such as search engine optimisation (SEO), pay-per-click advertising (PPC) and quality content.

Search engine marketing

1. What is search engine marketing?

Le search engine marketingalso known as Search Engine Marketing or SEM, encompasses all the different tactics and strategies aimed at improving the visibility of a website. website on search engines such as Google, Yahoo and Bing. This term includes search engine optimisation (SEO), as well as paid advertising campaigns such as pay-per-click (PPC).

2. The importance of keywords in search engine marketing

Keywords play a central role in search engine marketing.

Internet users use specific words and expressions when they carry out searches on search engines such as Google. It is therefore crucial to choose the right terms and expressions for your brand, your products or your services, and to integrate them in a relevant and coherent way throughout your online content.

2.1 Keyword search

To make sure you choose the right keywords, we recommend that you carry out a in-depth study to find out which terms are the most relevant to your offer and the most searched for by internet users. There are several online tools that can help you with this research, such as Google Keyword Planner or Moz Keyword Explorer.

2.2 Integrating keywords

Once you have identified your keywords, it is important to integrate them intelligently into your web content. This includes, among other things, the title and description of each page, HTML tags (H1, H2 titles, etc.), URLs and the alt attributes of images. Be careful, however, not to overload your text: this could harm its readability and SEO.

3. Search engine optimisation (SEO)

SEO, or Search Engine Optimization, is a crucial element of search engine marketing. It brings together all the techniques used to maximise visibility of a website on search engine results pages (SERP). These techniques include

  • The use of relevant and popular keywords
  • Creating unique, high-quality content
  • Improving the structure and navigation of the site
  • The introduction of external links incoming (backlinks) quality
  • Optimising page load speed

4. Pay-per-click advertising (PPC)

In addition to natural referencing, you can also use the pay-per-click advertising to improve your visibility on search engines. This is a form of search engine marketing in which advertisers pay a certain amount each time someone clicks on their ad. PPC ads generally appear at the top of or alongside organic search results.

4.1 Google Ads

The best-known platform used to launch PPC campaigns is Google Ads (formerly Google AdWords). It allows you to display ads on Google's search results pages, as well as on various partner sites. The cost per click varies according to the competition for the keyword in question and the quality of the advert and landing page.

4.2 Bing Ads

Bing, the search engine developed by Microsoft, also offers its own pay-per-click advertising platform: Bing Ads. Although less popular than Google, Bing nevertheless represents a significant share of the search engine market, particularly in the United States. Using Bing Ads can therefore be an interesting complementary strategy for reaching more Internet users.

5. Creating quality content

To attract and hold the attention of Internet users, it is crucial to offer quality content on your website. It should be unique, informative and relevant to your visitors, while being optimised for search engines. The types of content you can create include :

  • Blog or news articles
  • Guides or tutorials
  • Explanatory videos, images or computer graphics
  • Case studies and customer testimonials
  • White papers or study reports

6. Internal networking

Le internal networking is to create links between the different pages of your website. Not only does this allow you toimprove navigation for web users, who can move from one page to another with a single click, but also to improve your site's ranking in search engines. Good internal linking takes into account :

  • The relevance of the links (they must provide additional information to the initial content)
  • The quality of the anchor text (it must make people want to click and contain keywords if possible)
  • The balance between internal and external links

7. Creating external links (backlinks)

Links from other websites, or backlinksBacklinks are also a key factor in search engine marketing. Search engines regard these links as "votes" in favour of your site: the more quality backlinks you obtain, the better your position will be in the search results. To obtain backlinks, you can :

  • Develop partnerships with other sites or blogs
  • Create quality content that can be shared by other sites
  • Participate in forums, discussion groups and professional social networks
  • Offer testimonials or opinions on products/services from potential partners

8. The importance of analysis and monitoring

When it comes to search engine marketing, it's essential to track the progress of your actions in order to measure their effectiveness and make the right decisions. A number of tools, such as Google AnalyticsMoz Pro or SEMrushThese can be used to monitor various key indicators such as :

  • Traffic generated by search engines
  • Ranking target keywords
  • The click-through rate on PPC ads
  • Cost per conversion for advertising campaigns

9. Adapting to search engine algorithms

Search engines regularly update their algorithms to improve the "search engine ranking".user experience and propose the most relevant results possible. It is therefore essential to monitor these developments and adapt your practices accordingly, otherwise your search engine marketing efforts could come to nothing.

10. Integrating search engine marketing with other marketing levers

Finally, search engine marketing should not be seen as a stand-alone strategy, but rather as an integral part of an overall strategy. global digital marketing strategy. This includes management of social networks, emailing, affiliation, content marketing, etc. By combining these different tactics, you can maximise your impact on your target audience and achieve your objectives more easily.

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