How Search Engines Work & How They Can Help Your Business

Search Engines are one of the most popular methods of finding information today. Gone are the days of opening an encyclopedia to find the answer to a question or skimming the yellow pages to locate a local specialist. Search engines are helping us tackle every conceivable problem that we happen to face in our daily life. Need to do research on the Civil War? Car having problems? Shopping for a new microwave? Curious about evolution? The possibilities are only limited by your imagination. Search Engines provide a means to possibly answer any question that anybody has at any time. So how can this help us in promoting our business?

Understanding How Search Engines Find and Order Information

To start, let’s discuss how search engines work, without boring you with too much computer tech babble. Search engines consist of a number of very sophisticated software programs that gather and organize information from the internet. The first important program is called a robot spider that is used to index, or find pages posted on the internet. The search engine then uses an algorithm, or mathematical equation, to determine how important a web page is in relation to a particular word or phrase (referred to as keywords or keyword phrases.)

How Search Engines Are Beneficial For Businesses

Let’s use an example to better understand this concept. Say you went to and entered the words los angeles pizza. The results shown by Google will be shown on your screen. The results are numbered starting with #1; Google is telling you that, based on its very sophisticated mathematical equation, that the number one listing is the most relevant web page for the words los angeles pizza. Hopefully, that # 1 listing will provide you with the information you are looking for. Now imagine if you were a pizza shop owner in Los Angeles, and your websites home page just so happened to be that # 1 listing on Google. You don’t have to be a rocket scientist to see how this listing is an important marketing tool for your pizza business. You maybe interesting in this SEO audit for Rapid Air Conditioning Perth

Why Search Engine Marketing Is Better than Traditional Advertising

Now, before you jump out of your seat, hold on, because it gets better. Another software program the search engines use has the ability to keep track of how many times a word or phrase is being searched. This is where the dynamics of search engine marketing really start to shine. In traditional marketing, like television or radio, demographics are used to determine what audience you should target your business to. A commercial for a kid’s cereal would probably be shown during a children’s television show. TV companies would charge more for an ad spot that ran during a show that attracted more viewers for a specific target market. Super Bowl ads are the most expensive because the program attracts the attention a millions of 18-35 year old men who tend to spend quite a bit of money on consumer products, thus the crazy amount of money that is spent of advertising.

More About The Difference Between Search Engine Marketing & Traditional Advertising

With search, however, the information that is collected helps us target our websites (which are a basically commercials that run 24 hours a day) to a more specific audience; we can actually pinpoint roughly how many people searched for the words ford mustang parts. Now if you are someone who sells ford mustang parts, this information is very important to you. Ten years ago, the only way of marketing your business would be to purchase advertising that probably targeted a large number of people, usually in a car trade magazine. You would have a good idea about your audience, but you didn’t have any real numbers of how many people were looking for your product. With search engine marketing, it’s possible to focus marketing campaigns on just people that are actually looking for the products or services you sell, saving you precious time and money that would otherwise be wasted on those not interested in you. This is why search engine marketing is especially important to the small business owner, who usually does not have deep pockets to spend on marketing and advertising to begin with. Search Engine Marketing has taken the business world by storm, and has propelled search engines like Google to become huge, billion dollar corporations through their advertising revenues. Traditional media has begun to transform as the barriers between television, radio, print, and the internet begin to blur. The internet has introduced a new performance-based marketing and advertising platform that will spill over into these other forms of advertising. Understanding the actual process of marketing your website through these search engines is crucial in understanding how the marketing industry is evolving and changing in the new century.

More About Search Engine Marketing

It is difficult to maintain a web presence these days without being at least marginally aware of search engine marketing. Search engine marketing can bring your site great deal of traffic, but like any other type of advertisement, it needs to be managed carefully.

The Definition of SEM

Essentially search engine marketing (abbreviated SEM) is an umbrella term for web site promotion through a search engine, whether that is through search engine optimization, pay per click advertisements or through paid inclusion. The theory behind SEM is a good one; when people use search engines, they are in a state of mind where they are looking for information. When a web surfer gets to your site via a search engine, he does not feel put upon or annoyed, which he might if he had received a piece of spam e-mail from you. By giving the searcher exactly what they want when they search, SEM can get you customers who are already sold on the type of services your provide, but just need to find you.

How To Benefit From Organic Search Engine Marketing (SEO)

The best and most direct way to ensure that your website is near the top when a search string related to your site is entered into Google Yahoo or MSN, is through search engine optimization and through link building. The search engine rates your site on how closely it seems to match what the search string says, and also by how many other sites have linked to you. There are many ways to make sure your site is attractive to search engines, ranging from article writing to placing your link on directories that list similar services.

How To Benefit From Pay Per Click Advertising (PPC)

Pay per click advertising is also a main part of SEM; you can set up an arrangement where a small link to your site appears when a certain search string is used in the search engines. The best example of this sort of advertising and how it relates to SEM can be seen with Google Ads. You choose which words you’d like to bring up your ad and then, whenever anyone clicks on your link, you will pay Google a certain amount. You can set a budget to and limit how much you pay every day, and you can also experiment with the words you use to see which combinations bring the most relevant traffic to your site. There is fairly constant debate that goes on over whether natural search results (search results that show up on their own) or paid search results are better. A blended strategy is normally best which utilizes both search engine optimization and pay per click as it encompasses both parts of the marketing mix. Search engine marketing is one way to make sure that you get the traffic and thus the customers that you need to your site. A little bit of knowledge about SEM goes a long way, so make sure that you take advantage of this highly useful resource.