A partner's guide to search marketing
Simplifying Search Marketing for Agencies
Search marketing can be complex, and traditionally, the industry hasn’t always made it easy for other marketers to grasp. At Search Seven, we take a different approach. We often collaborate with web designers, creatives, and PR agencies, believing that working together delivers the best results for our mutual clients. In our blog series, #SearchSecret7, we explored common challenges faced by our partners and shared the insights you need to elevate your digital marketing services.
Why Should Your Clients Invest in Search Marketing?
Search engines drive a significant portion of global internet traffic—85%, to be exact. And Google alone handles 93% of that traffic, processing 63,000 searches per second, or 5.6 billion per day. To capture a share of this, your clients’ websites must be visible.
What Is Search Engine Marketing?
Search engine marketing (SEM) connects your clients with people actively searching for their products or services. When combined with social media marketing, it offers the power to target audiences based on demographics, interests, and behaviours. With this growing digital presence comes increased competition. It’s not enough to drive visitors to your client’s website—getting them to convert is equally crucial.
Breaking Down Search Marketing Terminology
The world of search marketing comes with its own jargon, so let’s break down a few key terms:
Search Engine Optimisation (SEO):
SEO is the process of improving a website’s visibility in organic search results. Google ranks websites based on relevance, authority, and trust. To succeed in SEO, your website’s content must match the keywords your target audience is using. Authority and trust are built through backlinks from reputable third-party sites, signalling to search engines that your content is valuable.
Paid Media or Pay-Per-Click (PPC):
PPC involves paid advertising, such as search ads, display ads, and social ads, where you pay for each click. Unlike SEO, PPC is often used for short-term marketing or PR campaigns but can also be a long-term strategy if it delivers results at a reasonable cost. SEO and PPC work well together. SEO builds long-term traffic growth, while PPC offers quick wins, especially when used tactically.
Conversion Rate Optimisation (CRO):
Once you’ve driven traffic to your client’s website, the next step is conversion. CRO focuses on improving the user experience to encourage visitors to take action—whether that’s making an inquiry or purchasing a product.
When Should Agencies Bring in a Search Expert?
As early as possible! Ideally, an SEO strategy should be part of the planning phase for any new website, ensuring everything is technically sound before launch. This prevents issues down the line and sets the foundation for long-term success. The same applies to new marketing or PR campaigns. We can help optimize your content to ensure it’s easily discoverable, while still delivering a great user experience with well-written, engaging copy.
At Search Seven, we can work as a dedicated search partner or offer white-label services to train your team in search marketing, empowering you to enhance your existing service offerings. Interested? Call us at 01273 329 122 or request a partner pack through this form.
What did we cover?
Our blog series offered insights to help agencies improve their digital marketing strategies through search. We covered topics such as:
How to encourage clients to invest in digital marketing
The mutually beneficial relationship between SEO and PR
Setting up SEO basics for a new website
Maximizing results from small PPC budgets
Making search traffic work harder