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Search engine marketing

Published on June 30, 2025   10 min

A selection of talks on Technology & Operations

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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,

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