Benefits and drawbacks of Search Marketing

There are currently 2.5 billion internet users according to the latest 2014 global digital statistics! It's not surprising that digital platforms such as Facebook, Twitter and Search Marketing have become vital to a brand's online presence. With over 94% of Internet users using search engines to find what they’re looking, Search Marketing which comprises of Search Engine Optimisation (Organic/ Unpaid Search) and Search Engine Marketing (Paid Search) has become an important part of a company's marketing plan.

Advantages of Search Marketing:

Targeted - While traditional advertising essentially try to convince people who may not be interested, search marketing targets people who are interested in a specific product or service, thus making it easier to convince consumers to buy the product or service.

Cost effective - With 2.5 billon users online, the ROI is higher as compared to the costly traditional advertising platforms like televisions, radio, etc. 

Credibility - Also, users in general feel that organic search results (non paid) are credible, hence they are very likely to click on these search results, which in turns drive traffic to a business website.

Disadvantages of Search Marketing:

Competition - While users feel that organic search results are more credible, 75% of these users will not click beyond the first page of the search result. Thus, It is highly competitive and extremely important to be at the top of organic search results. This will be a tedious process, which includes daily updates, constantly analysing & improving on key phrases and so on to outwit the ever changing algorithm.

Uncontrollable cost - Although business can have the option of paying to appear at the top of the search result via Search Engine Marketing (paid search), this can be costly when there's a bidding war occurring between competitors and may in turn may drive up the cost significantly and lowering the ROI.

Long term investment - The time between the launching of the initiative and achievement of profits could be long as it takes some time for traffic to actually pour into the website.