Long gone are the days of using the Yellow Pages to look for a business in mind. In 2016, convenience is key. If something isn’t easy for us to access we tend to lose interest.

The same goes for our online activity. When searching in Google, or if you are that one person who uses Yahoo, we, as mass data consuming individuals, like to have fast results. Which puts Search Engine Marketing  in perspective. SEM is ultimately using search engines to promote organisations and increase the likelihood of people clicking through to your website.

So how does one do this? 2 ways:

  • Search Engine Optimisation
  • Paid search marketing

Search Engine Optimisation

Sellers can tweak codes and tag of their page to make them more relevant and therefore more search-engine compatible (x). It’s a low cost method for an organisation to be highly targeted to potential searches.

When I type into Google, “online shopping” the following results come up.

online-shop I haven’t specifically searched the names of these online stores, however their website is encoded with title or heading tags of ‘online shopping’, prompting their brand to appear when key words are searched.

Naturally, I would probably visit the top 4 sites as it’s the most convenient for me.

Paid search marketing

Companies can pay search engines for the prime top position on the page, with a fee charged for every click. This can be expensive, however it does provide great exposure and visibility to organisations.

However consumers to trust the editorial section more so than links in the sponsored section of the searched page (x)


When ‘doggy day care’ 2 paid websites do appear at the very top of the page. Personally, I always overlook any web-pages that have ‘ad’ next to them and scroll down to the editorial section. What do you do?

Search Engine Marketing is an important tool companies should utilise. As the world is becoming more digital so are consumer’s behaviour when it comes to searching for a product. A great online presence is important, but it all starts with the ability of users to be able to find your page amongst competitors.