Five Things Marketers Need To Know About SEM And SEO

Five Things Marketers Need To Know About SEM And SEO
SHARE
THIS


What best describes you?

It’s time for CMOs to harness the power of search engine marketing to drive tangible results – online and offline, argues Sarah Pike, chief marketing officer at direct mail marketing company Salmat.

Google processes some 100 billion search queries worldwide every month; that’s around 40,000 every second. These queries lead more visitors to content-rich websites than any other form of marketing.

Given the staggering importance of search, it is essential for CMOs to understand how search engine marketing (SEM) and search engine optimisation (SEO) are changing.

Consumers today have an insatiable thirst for knowledge. They continually search online to support both their in-store and online purchase decisions and both SEO and SEM strategies are an increasingly important and critical part of an integrated marketing strategy.

Here are five things CMOs need to know about search:

It drives in-store purchases

Search engine marketing is now all encompassing. A study by Google showed that 68 per cent of Australian smartphone owners use their phones to search for information while in the store.

Sometimes this is “showrooming”, where they visit a store, look at products, search online for the best price, and even take photos to share with friends. Other times, they are seeking out reviews, third party recommendations and customer stories.

Either way, two in three said the search activity directly influenced what they went on to buy.

Don’t build a one dimensional SEM approach, but to consider the integrated nature of your business and what your SEM does to enhance both the online and offline experience of your brand – especially how it complements the in-store experience to grow sales.

It’s becoming a mobile game

Mobile searches have surpassed desktop searches for the first time ever. In fact, 74 per cent of Australian smartphone users rely on their phones at least as much as their desktops when searching for information so your goal should be to ensure you are always there to be discovered.

Research by Google shows that 94 per cent of smartphone users look for local information on their phones, with 84 per cent taking action. The bottom line is, if your company isn’t taking advantage of mobile search, you won’t be found online.

You need to target the mobile consumer by ranking high on local, organic searches. Do this by making your SEM time and location relevant.

Not all search is the same

Throughout the purchase journey, your target audience is using search to decide what (and whether) to buy. However, not all journeys are created equal.

Consumers searching for your brand on their laptop have a different mindset to those searching on their mobile. They may be the same consumer but their needs and reasons for search will be different. That goes for any device.

Consider the mobile journey. Unlike a desktop search, you might not be able to lead them through to an online sale, but you will be able to get them closer to purchase through tactics such as click-to-call, free trials, email subscriptions, directions and opening times for the local store.

On top of this, consumers are using mobile and desktop together, switching between devices depending on their needs.

You need to understand how your customers search, why they search for your product or service and how these vary across different devices. Then, devise unique strategies for each, as well as strategies that bridge devices and track the whole journey.

Put user experience first

It’s great if your company can bring hundreds of new visitors to its website via a pay-per-click (PPC) ad. But what happens when visitors on mobile devices encounter an ugly site that doesn’t work well? Most will quickly become frustrated and leave the website. A poor mobile search experience can undo all your efforts to attract new visitors.

Not only can it scare away customers, but Google is now prioritising mobile-optimised websites so your site won’t even appear.

A mobile-specific version of your website isn’t just a ‘nice to have’ – it’s an imperative so you need to test user experience (UX) throughout the design process.

Aim for organic

Consumers spend a considerable amount of time browsing and sifting through search engine results. The more often consumers conduct online searches, the more adept they become at discerning what is false information and what they can trust. And yes, most will identify the difference between organic and paid results.

Organic search is seen as a reliable source of information in the same way as the traditional news media. In other words, when consumers find your business through an organic search, they’re more likely to trust you than if they click on your site through a paid ad. The proof is in the number: research says organic search is often the highest ROI channel for brands.

Focus on diverse forward-thinking SEO strategies to build an organic search ranking for your brand.

It’s time for CMOs to explore integrated SEM and SEO solutions that will help reach both online and offline audiences on any device, anywhere, anytime. This is increasingly proving its clout in driving conversions, increasing sales (both online and in-store), and building brand awareness.

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]