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Download our 40-page whitepaper „Search Marketing for Groups & large Corporations“ for free. We explain what opportunities large companies have in search marketing and how you can find out what potential your own company can exploit through these marketing activities.
If this whitepaper can serve as a practical guide for your next SEO or SEA project or as a reference book to help you prepare for a meeting or two, we have achieved our goal.
The playing field in search marketing
When the topic of search engine marketing comes onto the radar of decision-makers in a company, it makes sense to first clarify which search engines and which marketing are actually meant by this.
After all, search marketing is now much more than just Google and SEO/SEA. It is therefore necessary to identify the playing field – or rather the playing fields – in which one’s own company has potential (which search engines?) and then to derive the concrete techniques from this (SEO, SEA, content, etc.).
In Germany, Google in particular plays an enormously important role as a classic search engine with a market share of almost 95% (as of Feb. 2019). In addition, there is also a lot of searching at Microsoft’s rival, Bing. Although Bing apparently plays a rather minor role with a market share of slightly less than 3%, Bing can still be a very important search engine depending on the industry and target group. Especially if the company’s target group “googles” from a heavily Windows-driven system landscape, you often see a visitor share of over 10% on Bing in the companies’ web analytics systems.
Do you know which is the second most used search engine? It’s true that among the classic search engines, Bing is the one with the most users, behind Google. However, YouTube actually plays a much bigger role as a search engine.
“YouTube is the second largest search engine in the world today” Martina Gallova, Google
It always depends on what content the target group is interested in. If the focus of potential customers is more on video content, YouTube should be intensively considered as a further playing field in the search marketing mix for the above-mentioned reason.
Amazon could also be such a playing field. When it comes to product-related search queries, Amazon has long outstripped Google. Approximately one in three online shoppers starts their online search process for products at Amazon and only about 15% search at Google, Bing and Co. in such a case.
So you see a broadly diversified search landscape, which now also includes various social media platforms. For example, when it comes to online searches in the area of careers and jobs, the search slot on Xing or LinkedIn is being used more and more frequently these days. In the fashion sector, on the other hand, Instagram plays a major role. Here, people search for influencers, hashtags, locations and much more.
In addition to the question of which search engines or channels are most suitable for your company, it is also important to clarify which measures in the respective channel make the most sense for your company.
If you want to be better positioned in the results lists of Google, Bing, Amazon or YouTube, you have two basic options: SEO and Paid Advertising. SEO (Search Engine Optimization) is about getting to the front of the so-called organic, i.e. non-paid, search results. Here, content (especially texts) often plays a major role. But also technical aspects, such as a correct sitemap for Google or a well-constructed data feed for Amazon. Page and product titles should contain the right keywords in the right place. This actually requires a good keyword research as a basis for all different search engines. This differs in part fundamentally, depending on whether you define keywords for Google, Amazon or YouTube, with which you want to be found there. The background to this is that searches on these platforms are sometimes completely different.
In addition to SEO, paid advertisements on the above-mentioned search engines or platforms are often a suitable means of cost-effectively directing qualified visitors or customers to the website, the online store or the products listed on Amazon.
Whether Facebook, Instagram, Amazon, Google, Bing, etc. all providers offer partly very sophisticated ad programs with which companies can advertise in a very targeted manner. In addition to the option of entering one’s desired keywords and thus being found with a paid ad, it is generally possible to address one’s target group precisely on the basis of the user’s areas of interest. Retargeting campaigns can also be implemented on almost all search engines and platforms. In this way, potential customers who have already been to your company’s website and, for example, placed a product in the shopping cart but did not buy it, can be approached again, brought back to the website and, in the best case, persuaded to make a purchase.
And to ensure that SEO or paid ads are not an end in themselves, the success of the measures should also be correctly measured and analyzed. This requires the discipline of web analysis.
In our infographic, we have presented the currently most important search channels and listed various possible measures for each. The graphic is intended to serve as an overview and first point of reference when it comes to the now quite complex topic of search marketing in your company.