Search marketing is a digital marketing strategy designed to increase a website’s visibility in search engine results pages (SERPs). It combines organic methods, such as Search Engine Optimisation, with paid advertising, including Pay-Per-Click, to help businesses appear when potential customers are actively searching for products or services online. At Adworks, we use search marketing to connect businesses with high-intent audiences and drive measurable results.
Search Engine Optimisation (SEO)
SEO is the process of improving a website’s content, structure, and performance to help it rank higher in search engines like Google. By making websites more relevant and user-friendly, SEO helps attract organic (unpaid) traffic and supports long-term online growth.
Pay-Per-Click (PPC)
PPC advertising allows businesses to place ads at the top of search engine results pages. Advertisers only pay when a user clicks on their ad, making PPC a fast and effective way to drive targeted traffic from people actively searching for relevant products or services.
Helpful Terms to Know
Search Engine = A program that enables users to search for information on the internet. Examples include Google, Bing, Yahoo, and DuckDuckGo.
Search Term = The specific words or phrases that a user inputs into a search engine when looking for information, also known as a query or keyword.
Search Engine Results Page (SERP) = The web page generated by a search engine in response to a user’s query. It typically displays a list of organic and paid search results, presenting relevant information and links related to the user’s search terms.
It’s time to elevate your online presence and connect with your audience where they’re actively searching. At Adworks, we create tailored search marketing strategies to drive visibility, traffic, and measurable results. If you’d like to explore how search marketing can support your business goals, get in touch with our team today by emailing studio@adworks.scot or calling 01292 885777.