Search engine marketing can be a little daunting. The term alone can be enough to make some people yearn for the good old days when radio was as high tech as advertising got. But fear not! For this month's Tripepi Smith newsletter, we take some time to demystify search engine marketing and explore the many benefits it has over traditional advertising venues.
You may be surprised to find that search engine marketing is not as scary as it sounds.
If you are receiving the Tripepi Smith Newsletter via Gmail, you may have noticed that Google is now sorting incoming messages into tabs. To ensure that you see our monthly email, you may need to drag this email from the Promotions tab to the Primary tab. For more information on how to manage the changes with Gmail, you can read our short article on the topic here: Gmail's New Inbox.
A quick note about Gmail.
Search Engines & Market Shares
There's no question which search engine dominates our current online landscape. We don't "bing" a recipe for dinner, or "yahoo" the score of last night's football game. To answer life's pressing questions - we google. When Merriam-Webster officially added "google" as a verb in 2006, they were simply reflecting a sign of the times.
In terms of market share, Google has held strong around 67% for years. Microsoft's Bing continues to gain incrementally, coming in at 17.4% this year (over 15.4% last May). Analysts are inclined to say that Bing's increase is at the expense of Yahoo! which fell from 13.4% in 2012 to 11.9% this year, but ultimately the stolen market share doesn't mean much, as both companies are owned by Microsoft. Bing has been the search power behind Yahoo! since 2010.
Demographically, Bing and Yahoo! tend to target older individuals.
Search Marketing 101
Search Marketing is an umbrella term that encompasses both paid and unpaid efforts to gain traffic and visibility through search engines. Let's look at the two main kinds of search marketing: unpaid (search engine optimization) and paid (search engine marketing).
Unpaid search marketing, usually referred to as Search Engine Optimization (SEO), is the ever-evolving art of tailoring the content (or keywords) on your website so that search engines (such as Google or Bing) find that content and list it at or near the top of their search returns. Read more...
Keep an eye out for the Tripepi Smith team at the League of California Cities Annual Conference this week in Sacramento. We're excited to see old friends and make new ones. And of course, we're always happy to answer questions about marketing, both online and off.
Ryder Todd Smith
Tripepi Smith & Associates, Inc.
About Tripepi Smith
& Associates, Inc.
Tripepi Smith provides marketing, technology and public affairs solutions
for our clients. Whether you're redoing your website, driving an email campaign, evaluating your technology infrastructure or reaching out to local government, Tripepi Smith can help.
Climatec Energy Solutions designs and executes holistic energy saving solutions.
With a focus on helping city governments in California, Climatec helps municipalities avoid escalating energy costs, and leverage their savings to finance infrastructure upgrades over time.
Tripepi Smith was engaged to provide relationship development, marketing strategy support, and message creation as Climatec looks to expand in the California municipal space.