The concept behind Search Engine Marketing is quite simple:
Whenever a customer initiates a search on the search engines be it Yahoo, Google, Bing, or any other local search engine of their own country, they are looking for information, knowledge or taking an insight to some services that are directly or indirectly related to commerce. This is a strong indicator that the browser can be in the middle, beginning or end phases of buying cycle. More than often, when such browsers discover a product or services, they are researching to satisfy their future or immediate needs and seek to get desired and relevant information. It is also been noticed that an average user is averse to absorb and act upon a piece of information the way they get it through their preferred search engine.
No matter whether the traffic comes via paid search lists or is driven organically, through the efforts of SEO, the search engines are the best and most effective source to target your online audience and invite them to know about your product and services.
It is a misconception that search engines display the results on the SERP or Search Engine Results Page are purely based upon the text that has been incorporated on the website but the truth is that it is a mix of text, images, videos, audio or other file formats. In fact, in several countries like United States, search engines not only account for Google, Yahoo, Bing or similar others. They include commerce sites such as Amazon, e-Bay, it might be via LinkedIn, Other online business directories, local search engines, Internet Yellow pages and others. Moreover, many countries have launched their own local search engines to cater to the needs of their country’s population and demands and thus, new forms of search algorithms and processes are being created every now and then.
Some of the advanced forms of searches are voice search, searching within app, mobile phone search etc. All search engines use different algorithms to provide the browsers with accurate search results. Not only keywords are important but searcher’s locations, device, past search behavior, identity and other factors. Businesses should now understand and take advantage of organic as well as paid traffic so that business goals are achieve.