How Does Search Marketing Work?

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If you own a website for your business, you’ve probably looked into some type of Internet-marketing solutions to help you find customers. During your pursuit, you may have come across a gaggle of acronyms like SEM, SEO, PPC, which may pose not only the question, “What do those acronyms even mean,” but also, “How does all this search marketing stuff actually work?” You’re definitely not alone. See why it’s a good idea to jump on board with a search engine marketing firm like OrangeSoda.

To start explaining how search marketing actually works, it’s important to first understand how search engines work. Search engines play a huge role in Internet advertising. I would even say ranking high on a search engine should be the number one goal of anyone’s Internet marketing campaign. Why? Well, top search engines like Google receive over 5 trillion searches a day, which means people all over the world are going primarily to search engines to get their information. If you own the top real estate—organic or paid—on any search engines, chances are you will be the one receiving business from targeted searchers.

Since search engines play such a huge role in online advertising, they work extremely hard to make sure they are delivering relevant and quality results. As such, they go to extreme measures to both ban spammers and reward those websites with relevant content with high search rankings. Search engines accomplish this by crawling links, reading website content and code, and evaluating over 200 other factors that help determine how to rank the website.

In short, search engine marketing (SEM) is a strategic game to make sure your website is effectively playing by search engine rules to get ranked high on search engines. In order to accomplish this, there are a few important marketing tactics to employ that make the difference between being ranked on the 100th page and the first page. Some of the most popular marketing strategies include the following:

Onsite optimization

Search engines use algorithms in order to understand the contents of your website. Since the algorithms have a computer brain instead of a human brain, it’s vital to make sure you properly tell the computer what is on your website. This is accomplished through a series of valid onsite optimization techniques like keyword optimization, writing title tags and meta-descriptions, entering alt tag data, and more. Onsite optimization tactics are constantly changing, and it’s easy to get it wrong. That’s one reason why it’s important to consult a professional SEM strategist at OrangeSoda.

Off-site optimization

I mentioned before that search engines follow links in order to rate your website’s prestige and relevancy. Part of the SEM game includes receiving inbound links and linking to other credible websites.


Since searchers are generally looking for information, search engines love hearty content. The more you can refresh your content, generate new content, and share other’s content, the more recognition you will receive from search engines.

Social Engagement

Social media is more than just a place to keep up with your friends. Search engines are getting more and more interested in websites with a vast social following.


Another way search marketing works is with paid advertisements. Paid advertisements are a great way to bypass all the waiting around to get ranked on the first page of organic listings, and pay for sponsored posts.

For more information about how search engine marketing works or to start your campaign, contact us at OrangeSoda today!