Chapter 1. Why Search Marketing Is Important … and Difficult
Search marketing. Perhaps you've heard this term kicked around, but you don't know what it means. Or, if you do know, you don't know where to start. As with anything new, if you take it step by step, you can learn it. A systematic approach can lead to search marketing success in any organization.
When a searcher types a word into Google, finds your home page, and clicks through to your site, you have attracted a visitor from a search site. If you do nothing at all, searchers will still find your sitesometimes. To maximize the number of searchers coming to your site, however, you must take specific actions to attract visitors to your site from search sites. That's search marketing. This book shows you how to become a search marketer. This chapter covers the following topics:
Web search basics. What do we mean when we talk about "Web search"? You might think you know the basics already, but it is important that you thoroughly understand search fundamentals as you start your search marketing career. The advanced topics you need to learn will come more easily if you do not skip over the basics. In this chapter, we describe several different types of search, we introduce the leading search sites on the Web, and we talk about what makes them successful.
Search and your marketing mix. You are probably not reading this book as an academic exerciseyou want to know how to get more visitors to your Web site. You already spend your marketing budget on other ways to entice people to visit. How do you reallocate some of that budget to fit search into the mix? In this chapter, we demonstrate the huge opportunity of search marketing and show why you need to make room for it in your company's marketing mix.
The challenge of search marketing. Attracting searchers to your site is appealing, but it's harder to do than you might think. And the larger your Web site is, the more difficult it can be. In this chapter, we explain why so many Web sites struggle to attract search visitors. But don't worry. The rest of this book shows you how to overcome these challenges.
Before examining the promise and the challenges of search marketing, we need to explore what we mean by Web search.