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0:00
Hello and welcome to
the session on search
engine marketing.
My name is Hanne
Knight and I teach
marketing at the University
of Plymouth in the UK.
Some of the content is
taking out of my textbook,
Digital Marketing
in Practice: How to
Design, Implement and
Measure Effective Campaigns.
0:19
In this session, we will be
looking at search
engine marketing.
We will start by reviewing
search engine
optimisation to rank
higher in the organic
search engine result pages.
We will then follow
on by learning about
paid search engine
marketing in the form of
pay-per-click campaigns
also referred
to as PPC campaigns.
0:39
The aim of search
engine marketing
is to get the business to appear
as highly ranked as possible
on the search engine
results pages.
Search engine marketing
also referred to as
SEM is an online marketing
strategy that aims to
increase the online
visibility of a website in
the search engine results
pages, which are also
often called SERPs.
SEM intersects with
search engine optimisation
as it can include
strategies like
rewriting the content of
a website and its architecture
to achieve higher rankings.
Search engine
marketing generally
refers to paid search or
pay-per-click, according
to Varagouli, 2021.
1:18
It is important for
businesses to appear high in
search engine results such
as Google, Bing or Yahoo.
A statistic shows that 75% of
Internet users never scroll
past the first page
of search results.
Search engine optimisation
is the art and science of
getting pages to rank higher in
search engines such as Google.
Because search is
one of the main ways
in which people discover
content online,
ranking higher in
search engines can
lead to an increase in
traffic to a website.
In Google and other
search engines,
the results pages often feature
paid ads at the top
of the page, followed
by the regular results or what
search marketers call the
'organic search results'.
Traffic that comes via SEO
is often referred to as
'organic search traffic' to
differentiate it from traffic
that comes through paid search.
Besides the increase
in website traffic,
