SEO Beginners Guide Part 2: Search Engine Marketing
Piyush Khera Piyush Khera
Search Engine Optimisation
March 5,2013

SEO Beginners Guide Part 2: Search Engine Marketing

Part 1 of the SEO Beginners Guide explained what search engines are and how they operate. Part 2 will continue on with search engine marketing – why SEO is important to your marketing strategy and how it will direct users to your website.

Why We Use Search Engines

People generally use search engines to perform a variety of search demands based on a desired outcome, such as:

  1. Transactions – Searches for preferred brands or organisations to purchase products or services.
  2. Navigation – Searches for unknown sources or to direct the user to a specific landing page.
  3. Information – Searches to determine some unknown information or answer to a question or problem.

This is where SEO becomes an important factor for your company. Regardless of what you are aiming to achieve from the online target market – sales, information or relationship building, users must initially find your website. The search delivers the Search Engine Results Page (SERP) to the user based on their keyword search. Therefore you must construct an SEO strategy to target specific keywords that are common among everyday users, in aims to rank higher in the SERP. You must determine what keywords or anchor text is highly searched that directly relates to your website, then target those exact terms.


Once you have determined what range of keywords you wish to target, they must be search engine friendly by involving naturally optimised terms. This will help avoid algorithm changes negatively affecting your rankings in the SERP for targeted keywords.

Why Are Search Engines Important?

Research has proven evident that search engine traffic is increasing every year (approx 20%) and reaches billions of people. The visibility that amount of people ensures your website generates traffic. The higher your ranking, the more chances of attracting visitors to your page. Therefore being listed at the top of the SERP directs the most traffic, establishes trust of a reputable site and increases brand awareness.


Recognising the importance of search engine marketing now encourages businesses to optimise their website to allow the automated software (spiders) to identify them during their crawl, ultimately directing users to their site. Even though search engines are highly intelligent, they still require assistance through the implementation of SEO to help retrieve your site as high as possible in the SERP. Remember the spiders crawl to identify the words, titles and links on your page, therefore it is crucial to optimise your site to suit your target audience, rank in search results and generate leads or sales.

NEXT: Part 3 – SEO Basics

Search Engine Optimisation
March 5,2013
Piyush Khera

Author: Piyush Khera

With over 8 years of both agency and in-house experience in search and digital marketing, Piyush has demonstrated history of developing, delivering and overseeing successful digital marketing strategies. His portfolio includes work across a wide range of industries, including insurance, retail, automotive and travel. Piyush is professionally qualified with a Master of IT & Master of Business Administration (E-Business) and is certified professional from both Google and Adobe Suite of digital marketing & analytics products.

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