Exhibit 19.1   Organic and Paid (Sponsored) links on a SERP.


Though the term Search Marketing increasingly refers only to paid search, I prefer the original definition that encompassed both organic and paid processes of attracting search traffic. These two fundament approaches to improving your rank on search engine result pages (SERPs) are the subject of this chapter.

Paid search marketing falls under the purview of Search Advertising. These ads are sponsored links that appear at the top, bottom or alongside SERPs.

The process of organically drawing traffic to your online properties is called Search engine optimization (SEO). It encompasses the technical and creative approaches to attracting traffic by:

  • Improving SERP rankings,
  • Seeking your prospects’ attention,
  • Helping search engines comprehend the topic of your web pages, and
  • Making it easier for crawlers to find your web pages.

Exhibit 19.1 illustrates the organic and paid link on a SERP. Notice that the sponsored links are at the top, and can be distinguished by the “Ad” box that prefixes the URL. Similarly, ads are placed at the bottom of SERPs; that, though, is not visible in the exhibit.

Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.

Digital Marketing Workshop

Digital Marketing Workshop

Two-day hands-on coaching on Digital Marketing and Advertising, to train participants in developing and executing effective digital marketing strategies.

What they SHOULD TEACH at Business Schools

What they SHOULD TEACH at Business Schools

Marketing has changed. More so in practical terms, and marketing education is lagging.

The fundamental change lies in the application of analytics and research. Every aspect of the marketing mix can be sensed, tracked and measured.

That does not mean that marketers need to become expert statisticians. We don't need to learn to develop marketing mix models or create perceptual maps. But we should be able to understand and interpret them.

MarketingMind helps. But the real challenge lies in developing expertise in the interpretation and the application of market intelligence.

The Destiny market simulator was developed in response to this challenge. Traversing business years within days, it imparts a concentrated dose of analytics-based strategic marketing experiences.

Dare to Play

Dare to Play

Like fighter pilots, marketers too can be trained with combat simulators that authentically reflect market realities.

But be careful. There are plenty of toys that masquerade as simulators.

Destiny is unique. It is an authentic FMCG (CPG) market simulator that accurately imitates the way consumers shop, and replicates the reports and information that marketers use at leading consumer marketing firms.

While in a classroom setting you are pitted against others, as an independent learner, you get to play against the computer. Either way you learn to implement effective marketing strategies, develop an understanding of what drives store choice and brand choice, and become proficient in the use of market knowledge and financial data for day-to-day business decisions.