Search Engine Marketing - Manager Note

Adobe Stock 2021

*NOTE FOR THE MANAGER

To boost our fashion brand's position, it is important to use search engine marketing (SEM). This delivers a statement of being among the best online fashion brands if it is easily visible. Not only that but it does save consumers time from looking at the next few pages, which consumers do not even bother doing since they opt for the first page results. SEM allows the fashion brand information to appear at the right time and place, whilst targeting the audience that is already interested in the product the business offers. 

When using SEM it is important to use search engine optimisation (SEO). Using quality SEO creates link-building which can target audiences through consumer's own searches. Search engines consider links to be a sign of reliability, SEO aids in improving search rankings. When we use these strategies together, our fashion brand can create integrated digital campaigns that produce a high-quality score, higher conversion rates, increased brand awareness, a competitive edge, and high traffic and in turn generates sales. 

Some suggestions for short-term improvements of SEM and SEO include:

• Create a Google My Business account - assists in appearing in local search results
• Target keywords - strategically use keywords in titles, subtitles, and throughout the content
• Start a blog - deliver information interactively and directly guide customers to website and products
• Paid search - optimise search by combining organic search with paid SEM strategy
• Design for mobile - ensure search results and website are suitable for fast mobile searches

(Weisbach, 2018)

References

Adobe Stock, 2021, satapatms photos, images, assets, Adobe Stock. viewed on 8 September 2021, <https://stock.adobe.com/contributor/205945357/satapatms?as_campaign=ftmigration2&as_channel=dpcft&as_campclass=brand&as_source=ft_web&as_camptype=acquisition&as_audience=users&as_content=closure_contributor-page>

Weisbach, C, 2018, Council Post: The Value Of SEO And SEM For Small Businesses. Forbes. viewed on 8 September 2021, <https://www.forbes.com/sites/forbesagencycouncil/2018/02/09/the-value-of-seo-and-sem-for-small-businesses/?sh=464156035022>

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