Search Marketing

Search Marketing is the process of acquiring traffic or customers via search engines such as Google, Yandex, Yahoo and others. The process is divided into two main disciplines: search engine optimization and search engine marketing.

What is Search Marketing

Beginner's Guide to Search Marketing

Every day we conduct an average of 6 billion web searches. Millions upon millions hop on the internet to search, whether that be for a new restaurant, a problem they’re trying to solve, or a product they’re looking to purchase. Some of these search queries are conducted by your ideal customers.

Wouldn’t you like your business to appear in the search results to provide them with the solution they’re searching for? This is why search marketing is a critical strategy for all businesses who want to gain and grow their companies.

Search Marketing is a process used to gain online presence and traffic via paid and unpaid strategies on search engines such as Google, Yandex and others. The process is divided into two main disciplines:

  • Paid search (or SEM) describes a process of acquiring traffic to your website by placing paid ads on search result pages. We optimise ads so that your business gets most relevant visitors quickly.

Which search marketing tactic is better?

Marketers debate as to whether one tactic is better than the other. As an Digital Marketer, I would argue that it depends on how quickly you want to get results. While paid search (SEM) can get you at the top of search pages instantly, organic search (SEO) will provide you with best return on investment (ROI) on the long term.


There are situations where paid search makes more sense than organic search. For example, if you are first launching a site and you want immediate visibility, it is a good idea to launch a paid campaign because it takes less time than SEO to get your site ranking in the top 4 results.

Although organic SEO takes longer to show results, ultimately it will be less costly and you will establish a search credibility that you may not establish with paid search.

When it comes to choosing the best marketing strategy for your business, it is important to consider your customer's needs and habits. Our customer behaviour research will help you get a broad and in-depth view of your target audience and will enable you to reduce the gap between your business and your customer.


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Lev Piautzer


About Lev

Lev has a passion for marketing. He helps organisations grow audiences, identify key influencers, and connect with people in ways that move them to action.



Lev @ Piautzer