Search Marketing or Search Engine Marketing (SEM) is the practice of increasing website visibility in search engines, in order to drive more relevant traffic to the site through either organic and/or paid media efforts. This is also known as SEO, PPC or Google Shopping. With 93% of online experiences starting with a search engine, it’s essential to be seen in search.
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Tell me more about Search Marketing tactics
You’re probably on this page because you’re not sure if you need SEO, PPC, Google Shopping or a blend of all three search marketing tactics to make your business stand out. We provide a tailored search marketing strategy for each of our clients to ensure high-quality, relevant work that delivers results.
If you’re not sure where to start, read more about the different tactics and give us a call to discuss your ambitions.
SEO is the practice of search engine optimisation, a blend of technical changes, keyword research and effective copywriting to help encourage visibility and click-through in organic search results. Organic search results are the listings in search engines that are not adverts and do not have a media budget. Organic search listings are generally viewed as more trustworthy by consumers.
PPC is short for Pay-Per-Click; text adverts that are visible for relevant, pre-agreed search terms or keywords and you only pay the media cost if someone clicks on the ad. This format is particularly useful for service based businesses. This search tactic gives you a lot of control on what you are visible for but it must be consistently optimised from a copy-writing and bid-management perspective in order to remain cost-efficient and effective.
Google shopping is a great search marketing tactic for ecommerce businesses. It works in a similar way to PPC, except there is a photo of your product instead of text. Unlike PPC, visibility is not guided by specific keywords or search terms. Instead the relevancy of your product is decided by Google based on how your product has been categorised and set up in a platform called Google Merchant Centre.
More about search marketing tools…
When it comes to search marketing Google is the market leader with a 87% U.K market share. This dominance is supported by an ecosystem of products that enable advertisers to setup, tag, track, advertise, fix and improve their search marketing. To help you understand the products that we use for our clients we have put together some product guides.
Google Ads explained
Until recently, Google Ads was known as AdWords and is often mistakenly referred to as PPC. Google Ads is the central advertising platform that enables you to run key direct response advertising. This includes Pay Per Click (PPC), Google Shopping, GDN (Google Display Network) and YouTube Advertising.
Search Console explained
Until 2015 when it was referred to as Webmaster Tools, Google Search Console allows webmasters to track and manage a websites stats. GSC data differs from Google Analytics as it provides technicals features like speed testing, XML sitemaps preferences, schema formatting and minimising errors like 404’s.
Merchant Center explained
Merchant Center is part of the Google ecosystem and allows advertisers to manage and submit product data from their website to Google, before that data is displayed as adverts within Google Ads. Product data will vary depending on numerous factors and Merchant Center is the means by which Google standardised that data for ecommerce websites.
Tag Manager explained
Being able to relay results of digital marketing comes down to data. Regardless of platform, device or sector, being able to understand what users are doing on your site and the value it brings is essential to modern marketing. Google Analytics provides plenty of important insights but by using it in conjunction with Google Tag Manager we’re able to collect even more.
Digital Marketing for eCommerce
Developing e-commerce efficiency is our specialty. We can provide conversion rate optimisation (CRO) and apply a combination of performance media, CRM and brand storytelling to maximise sales.
What our clients say about us
Tribe Digital helped me set up a new website, which has been very successful for my company. Ollie was very efficient and helpful and assisted me throughout the process. Whenever I need to make further improvements they act swiftly and effectively.
The recipe box industry is a very competitive market space. We understood that in order to build exposure and stand out from the crowd we needed expert help. Emily and Ollie are both excellent at their jobs and continually keep us updated on campaigns and strategies so we know the best way to move forward. I would have no hesitation recommending Tribe to anyone else looking to improve their search and social media marketing.
You don’t know what you don’t know” & when it comes to digital marketing Emily & Ollie were able to explain what they could do for our business & how in a very easily understood manner. The follow up & reporting along the way have given us the confidence to continue with them. We have had amazing exposure & our business has really taken off.
Digital Marketing for Startups
We have worked with startups since 2015 and understand the complexity and constraints of launching a new organisation. We can help support your digital marketing ambitions and drive growth.
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