Today positioning is everything. People perform 40,000 searches per second, 100 billion per month, so it is essential to put search marketing strategies in place and get the right keywords to allow potential customers to find what they are looking for in just a couple of minutes.

Keys to understanding search marketing

1. How do you want to appear on Google?

As indicated by an Austin SEO Firm, while Google is the most used search engine in the world, you should not forget the others (Bing, Ask, Yahoo…), even if they have a very low percentage of use. In the same way, if, for example, a large part of your audience is Chinese, you should take into account the positioning in Chinese search engines (the most important is Baidu).

If you have a business, it can appear in search engines organically or through payment. Organic search results are not something you pay for to boost your ranking. You have a well-built website, you create valuable content, you publish every so often, and you have developed a good network of hyperlinks in which there are no links that lead nowhere; among other things. On the other hand, paying for ad placements in search engines will allow you to be at the top of the search engines for the keywords you want to bid on and, therefore, appear on the users’ screen.

2. Create a good content strategy

Within search marketing, you must focus on creating a good content strategy. Make sure that those are relevant to the targeted audience, one that suits their interests, that is easy to read, and can be adapted to different devices with a responsive design. Having an up-to-date blog that obviously follows the theme of the products or services you sell is a good start. Be sure to give valuable information.

3. Identify the keywords

This means keywords that the audience uses to do their searches. Surely, you are wondering how you are going to know what keywords you should use to position yourself. For that, there are the keyword planning tools such as Keyword Planner or Google Trends, which inform you about what is being talked about in different parts of the world, about a specific place, or even search for a term and tell you the search index receiving.

Once you have the keywords, do not despair if you do not get the expected results with them. It’s about testing: trial and error. According to MOTOZA , you must include the word or keywords in the URL, in the meta description, and in the content in a non-spammy way and always providing valuable content. With an easy-to-read URL, it will be easier for Google to index your content, that is, to include it in its results pages.