Search Marketing — Helping Customers Find You Online

Search Marketing is all about making sure your business shows up when people search on Google.
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In simple terms: Keyword research = knowing what people search. Keyword mapping = placing those words on the correct pages.

Search Marketing is all about making sure your business shows up when people search on Google. If you’re not visible on Google, customers may not even know you exist.

Search Marketing has two big parts:

  • SEO (Free traffic through Google rankings)
  • PPC (Paid ads like Google Ads)

Below is a clear explanation of each major component.

1️⃣ SEO Audits

An SEO audit is a full check-up of your website to see what’s stopping it from ranking on Google.

It checks things like:

  • Is your website fast?
  • Are pages properly optimized?
  • Are there any errors?
  • Are you using the right keywords?

In simple terms: An SEO audit is like taking your website to a mechanic to find issues and fix them.

2️⃣ Keyword Research & Mapping

Keyword Research

Finding the exact words people type on Google related to your business.

Example: A bakery would target searches like “birthday cake near me”, “best pastries in Kolkata”.

Keyword Mapping

Assigning the right keywords to the right pages on your website.

In simple terms: Keyword research = knowing what people search. Keyword mapping = placing those words on the correct pages.

3️⃣ Technical SEO

This focuses on improving the technical health of your website.

It includes:

  • Website speed
  • Mobile friendliness
  • Proper links
  • No broken pages
  • Sitemap & robots setup
  • Security (HTTPS)

In simple terms: Making sure Google can easily crawl, read, and trust your website.

4️⃣ On-Page & Off-Page SEO

On-Page SEO

Things you do on your website:

  • Writing good content
  • Using keywords
  • Adding images
  • Improving titles & headings
  • Internal linking

Off-Page SEO

Things you do outside your website:

  • Getting backlinks from other websites
  • Social media mentions
  • Online PR
  • Guest posts

In simple terms: On-page = optimizing the inside of the shop. Off-page = getting the world to talk about your shop.

5️⃣ Pay-Per-Click (PPC) Advertising

PPC means paying Google to show your ad at the top of search results.

You pay only when someone clicks.

Example: A plumber can appear at the top of “emergency plumber near me” immediately with PPC ads.

In simple terms: Buying your way to the top of Google instantly.

6️⃣ Campaign Optimization & Remarketing

Campaign Optimization

Improving your ads over time so they:

  • cost less
  • attract better customers
  • generate more leads or sales

Remarketing

Showing ads specifically to people who already visited your website or looked at your products.

Example: Someone checks your hotel rooms → they see your ad again on Google or YouTube.

In simple terms: Optimization = making ads smarter. Remarketing = reminding past visitors to come back.

7️⃣ Local SEO

Local SEO helps your business appear in:

  • Google Maps
  • “Near me” searches
  • Local business listings

Perfect for:

  • restaurants
  • shops
  • clinics
  • service providers
  • hotels
  • local professionals

Key parts:

  • Google Business Profile
  • Local reviews
  • Local keywords (“best dentist in Siliguri”)
  • Accurate address & phone number

In simple terms: Making sure nearby customers can find you instantly.

✔️ Final Takeaway

Search Marketing helps customers discover your business exactly when they need you.

With the right mix of SEO + PPC, even a small business can:

  • Outrank competitors
  • Get more visitors
  • Build trust
  • Generate steady leads
  • Boost local visibility