Search Engine Marketing – The Triple Threat

Search Engine Marketing – The Triple Threat

We’re going to talk about how to successfully establish what we call the “Triple Threat” approach to Search Marketing.

For retail businesses and service area businesses, your main goal as a marketer is to be visible to searchers within the 3 primary areas of local results on Google and Bing. They consist of Paid Search Ads, Universal Search results such as Google My Business listings, and traditional organic search results.  Every business that is looking to drive local sales and leads needs to focus on maximizing their exposure within the Search Engines, with a specific focus on these 3 core areas that we call the Triple Threat.

Search Ads

Search ads refer to an online advertising platform that allows advertisers to deliver paid advertisements to users based upon what that consumer is searching for, as well as the particular location from which they’re searching. These paid ads are normally the first listing a consumer sees when they arrive on the local search engine result page.   As an Advertiser, you are able to control the delivery of these ads based on specific keywords and location, and then tailor the ad copy to give it a local feel.

Google My Business and Bing Places

These search results are your company’s business listings that give you the opportunity to connect with consumers across Search and Maps in your local market.   Taking ownership of your listings is the foundation of your local marketing program.  Making sure your Name, address, phone # and other features to your business listings are both accurate and properly syndicated through the web requires a hands-on approach in order to ensure consistency in your local brand presence.  The Search Engines themselves use indicators like Proximity to the user, accuracy of your location data and a strong blend with your more traditional SEO tactics to determine whether or not you are a good fit for that user.

Traditional SEO

The third element of the Local search engine result page is the traditional organic result, which is determined by search engines crawling your own website to find and index web pages within their user results.  Search engine like Google follow links from page to page to match keywords and content that is published on page, with the original query entered by the users.   These pages can show up in local results too. It’s also important to note that  from time to time rankings change, so you have to stay on top of the 3 core elements of SEO:  Site Structure, Content and Links.

Search Marketing is one of the most important aspects of any digital marketing strategy. By focusing on the 3 areas of the Search Engine Result Page – Paid Ads, Business Listings and traditional Organic results, you can properly maximize your opportunity for visibility within the Triple Threat environment. By maintaining visibility on the terms most relevant to your business, you can effectively influence the path-to-purchase of potential customers and increase sales and revenue for your business.

Location3 – Search Engine Marketing Services