Search MarketingPrint this page
Search marketing refers to the organic and paid activities that help boost your website’s search engine visibility, drive visitors and generate leads. In short, it helps your organization get found online when people are searching for products, services and knowledge.
Though you may think of search marketing as search engine optimization (SEO), the practice in fact casts a much wider net.
As webmasters, browsers and web engineers have become more sophisticated, so have the algorithms that Google and other search engines use to determine site rankings and relevancy for keyword searches. In fact, these algorithms are regularly updated, and are increasingly placing more emphasis on details that have little to do with traditional SEO, such as:
- Content quality
- Author and brand expertise
- Credibility and authenticity of inbound links
- Site trustworthiness and ease of use
- Page load time
- Social media signals
In addition, sound search marketing strategies account for user queries outside of traditional search engines. For example, how well your brand and its content can be found on social networks, online review sites, video databases, maps and more.
PR 20/20 consultants provide clients with search marketing support in the following areas.
- Content marketing
- Keyword analysis
- Landing page and lead form integration
- Link building
- On- and off-page optimization
- Paid search
- Site analytics review, reporting and analysis
- Social media
- Website copywriting, design and usability
Search Marketing Blog Posts
For more on search marketing strategy and contributing factors, see the following PR 20/20 blog posts.