What is search engine marketing?

Online visibility is a lifeline for businesses today - but how do you ensure that potential customers find your website among millions of others? At the heart of digital marketing is improving online visibility through search engines. In this article, we will comprehensively discuss how online advertising and the use of search engines work, what costs are involved, and how companies can start effective digital marketing on search engines even with a smaller budget.

What is search engine marketing?

Operating in the digital environment requires strategically improving visibility in search engines. SEM (Search Engine Marketing) refers to all measures aimed at increasing the visibility of a website in search engine results pages. This form of marketing is divided into two main components: paid search engine advertising (PPC) and organic search engine optimization (SEO).

With PPC advertising, such as Google Ads, you only pay when a user clicks on your ad. Search engine optimization focuses on improving the content, structure, and technical functionality of a website so that it ranks higher in search results. Combining these techniques creates a comprehensive strategy that covers both immediate visibility and long-term online discoverability.

How does search engine marketing differ from traditional marketing?

The biggest advantage of search engine marketing is its precision in targeting compared to traditional channels. While in traditional marketing a message is sent to a wide audience in the hope that it reaches the right people, in search engine marketing we target our message precisely to those people who are already searching for our products or services.

Measurability also clearly distinguishes digital and traditional advertising. In search engine marketing, every click, visit and conversion is measurable, making ROI (Return on Investment) clearly calculable. In addition, search engine marketing reaches potential customers at exactly the right moment – ​​when they are actively searching for a solution to their need.

What are the main benefits of search engine marketing for a company?

Digital marketing on search engines brings tangible business benefits to companies on many levels. Increased online visibility is an obvious advantage, but in addition, high search engine rankings increase credibility in the eyes of customers.

According to statistics, 75% of users never browse beyond the first page of search results. Lead generation is particularly effective – when a customer finds your company in a search engine while looking for a solution to their problem, the conversion rate is significantly higher than in other channels. For example, search engine optimization for online stores has produced an average conversion rate of 14.6%, while the corresponding figure for traditional direct marketing is only 1.7%.

How much does search engine marketing cost?

The cost structure of search engine marketing varies depending on the needs of companies. Pricing for PPC campaigns is mainly based on the competitive situation – popular keywords are more competitive, which increases the cost per click. The average cost per click in Finland varies between €0.20 and €5, depending on the industry.

Search engine optimization, on the other hand, is a longer-term investment, with costs focused on content production, technical optimization and linking. For small businesses, we recommend initially focusing on a few key keywords and services. When planning your budget, it is worth considering that the return on effective search engine marketing usually clearly exceeds the costs spent on it over time.

How to start search engine marketing with a small budget?

Starting digital marketing on search engines doesn't require a large investment. Keyword research is the first step – find out what terms your customers are searching for your services with. Free tools like Google Keyword Planner can help with this.

Initially, target PPC advertising to precisely defined keywords and regions to maximize effectiveness. When it comes to search engine optimization, focus first on the basic structure of your website, fast loading times, and mobile-friendliness. These basic steps will get you started. At Brancoy, we can help you tailor a cost-effective starter package to your needs.

The future and trends of search engine marketing

Digital marketing is constantly evolving, and voice search optimization is one of the fastest growing trends. Over 40% of search queries are already made using voice, and the number is growing every year. The use of artificial intelligence in advertising targeting and content creation is also changing the industry significantly.

The increasing number of mobile searches highlights the importance of mobile-friendliness – now over 60% of searches are made on mobile devices. To stay competitive, we recommend regularly updating your search engine marketing strategy and adopting new technologies. Brancoy helps its clients stay at the forefront of developments by always offering up-to-date digital solutions to improve online visibility.

The keys to digital visibility in your hands

Online visibility through search engines is essential for businesses of all sizes today. By combining the quick results of search engine advertising with the long-term benefits of search engine optimization, you create a sustainable foundation for digital success. Start small, measure results, and gradually expand your operations. The world of digital marketing is constantly changing, but with the right tools and partners, you can stay ahead of the curve. Take your first step into the world of search engine marketing today - the results speak for themselves.