Search engine marketing

Search engine marketing (SEM) is a set of activities aimed at attracting an audience to a site using search tools.
In most cases, the search engines Yandex and Google are meant, but in fact, you need to keep in mind all the sites that have a search. And that's why.

According to statistics, only 57% of users when searching for a product or service use the help of search engines, the remaining 43% cover their needs with other resources - these are aggregators, YouTube, map services, thematic resources, social networks, authoritative blogs, etc. 
Let's see automotive search results: 

Please note that in this top for 6071 automotive-related queries, there are practically no car dealers. 
So how to attract an audience if you are not a big aggregator?
Search engine marketing allows you to solve the situation - a strategy whose essence is to comprehensively promote the brand in order to be present at all points where the client can search for information about your company.

Where can I meet the target audience?

  • YouTube is the largest platform in Russia and in the world. About half of the population of the Russian Federation uses this resource, 52% of these users are solvent audiences aged 25 to 44 years. 
  • Cartographic services - Yandex.Maps, Google Maps, etc. According to Yandex.Maps, users generate up to 5 million requests daily, and 20% of them are commercial requests for specific establishments (cafes, beauty salons, car repair shops, etc.).
  • Thematic resources and communities . For example, automotive-related websites are visited monthly by millions of users. 
  • Additional sources of traffic and leads are Wikipedia, social networks, aggregators, authoritative blogs.
    • The listed sites are distinguished by a large number of visits and have an internal search - it is here that you need to collect traffic and move on.

    Why is it important?

    You need to “contact” with the user at each stage of his search. This thesis proves a study conducted by a reputable agency Nielsen. His goal is to study the behavior of a person who wants to buy a car. The authors of the study concluded that the user who initially decided to buy a BMW acquires Toyota RAV 4.
    As a result, it turns out that:
    1. User behavior is non-linear. Instead of immediately finding the dealer’s site, ordering a test drive and buying a car, he studies several sources and makes a choice for a long time.
    2. Only 33% of buyers as a result bought exactly the car that they were originally looking for.
    What does this mean for business?
    1. If your business is well represented throughout the user's search path, then the user will not change his mind and choose your brand.
    2. If your brand is well represented along this path and the competitors' brand is poor, then you can collect their traffic and force the user to change the decision and choose you.
    If your business is highly competitive, you need to present your company on all popular sites and services with integrated search.

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