How SEO is Transforming into Search Marketing and How to Work with it.

SEO now and SEO as before – what’s relevant

Today we’ll talk about how SEO has changed in the wake of search engines. Search engines are changing, their algorithms are changing, and as a result, the promotion work is adjusted to them so that search engines can see our sites.

Algorithms are constantly being improved. Now we can observe an exciting moment: the search engine understands us at a level close to humans. Accordingly, with the development of search engines, the approach to SEO is changing.

After all, search engines are not just looking at the site now. How well it is optimised, what links are on it, how users behave, etc. The same Google is now looking at the business itself, which is conducted through the site. If the site has a well-functioning company that satisfies users’ needs, search engines will rank it well and offer it in the search results much more often because they see the actual, practical execution.

This means that now we must work on website promotion and the business itself, sales, and attracting potential customers. The more significant and more solid the business, the more user-buyers it will receive. Search engines are now looking at more than just the site itself. They pay attention to the entire Internet space. Search engines will notice you on social networks, on a YouTube channel if you have one, and track mentions of your brand everywhere.

Search engines such as Google evaluate your business as a whole. They pay attention to how your site and the company receive feedback from real users; whether the company’s work complies with legislative norms, etc., we need to think about our business.

Why attempts to please the search engine do not bring the desired result

Search engines have their own “guidance” about what a good site should be. If everything is done according to the established parameters, there will undoubtedly be growth. However, you can’t count on the wow effect. Because:

  • There are still over-optimised sites with blatant cheating in the search results;
  • Search engines take a long time to react to the changes made. Until the search engines understand that the site has changed, it will take a long time;
  • Giants in the subject matter occupy the first places. It is challenging for small companies to compete with a large, well-promoted business, including in search results;
  • Search engine services are pulling the blanket over themselves.

Even with excellent business ideas, small and medium-sized businesses find it very difficult to implement their projects. Concerns about the last point have begun to grow lately. Even huge companies complained about search engine results to the antimonopoly service.

But now, even this is not enough. Today’s SEO is transforming into search engine marketing. Now you need to approach SEO from the side of the goals and objectives of the company, see how it works, think over every step. Why do something to optimise if the desired result cannot be achieved? It is a complete waste of money. SEO needs to be understood and treated as a separate digital channel.

As a result, SEO transformed into SEM.

To get a client, we need to add a marketing component to everything we did before. To show which brand, which business is behind our website. It is necessary to work with the opinion of users with the development of the brand. We have to watch and analyse how the user behaves on a given topic.

SEM (Search Engine Marketing) strategy

Well-crafted marketing should contain 7 points of customer interaction from reach to recommendation. And at least 3 of them before the agreement is settled:

  • coverage,
  • capture,
  • warming up,
  • deal,
  • trigger,
  • loyalty,
  • Recommendations.

Even if you don’t embed SEO into your overall digital strategy, people go through a large number of channels before selling anyway. To buy something, they need to go through all these touchpoints. For example, users read reviews, look at price ratios, go to markets, look for small sites with more favourable purchase terms, etc.

Thus, search engine marketing (SEM) is a practical necessity, without which it will not be possible to get a client. However, to achieve the desired results, you must:

  • consider SEO not as a separate channel but as part of the overall interaction with a potential client;
  • Understand the customer’s journey before making a purchase. Knowing this alone, tune each individual channel;
  • Use all available services of search engines and third-party resources in the TOP to be on the client’s path constantly. Because just getting into the TOP is not enough. And sometimes it doesn’t need to be done;
  • think about a funnel using search marketing as an effective tool;
  • To enable a potential client to go through at least three contact points with the company and brand before making a deal.