{"id":5100,"date":"2023-09-28T17:56:17","date_gmt":"2023-09-28T17:56:17","guid":{"rendered":"https:\/\/abnormal.nl\/blog\/10-reasons-why-your-company-cannot-do-without-search-engine-marketing\/"},"modified":"2026-08-31T09:27:51","modified_gmt":"2026-08-31T09:27:51","slug":"10-reasons-why-your-company-cannot-do-without-search-engine-marketing","status":"publish","type":"post","link":"https:\/\/abnormal.nl\/en\/blog\/10-reasons-why-your-company-cannot-do-without-search-engine-marketing\/","title":{"rendered":"10 reasons why your company cannot <b>do without search engine marketing<\/b>"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row el_class=&#8221;pb-30&#8243;][vc_column][vc_single_image image=&#8221;4569&#8243; img_size=&#8221;full&#8221; el_class=&#8221;image&#8211;reveal&#8221;][\/vc_column][\/vc_row][vc_row equal_height=&#8221;yes&#8221; el_class=&#8221;blog-pagina-content&#8221;][vc_column width=&#8221;2\/3&#8243; el_class=&#8221;content-column&#8221;][vc_row_inner el_class=&#8221;blog-summary&#8221;][vc_column_inner el_class=&#8221;summary-item&#8221; width=&#8221;1\/3&#8243;][vc_column_text]<img decoding=\"async\" src=\"https:\/\/eyeonline.nl\/wp-content\/uploads\/2021\/10\/case-nostradamus-small.jpg\">WISSE BLOM<br \/>\nSEO SPECIALIST[\/vc_column_text][\/vc_column_inner][vc_column_inner el_class=&#8221;summary-item&#8221; width=&#8221;1\/3&#8243;][vc_column_text]<i class=\"fas fa-calendar-alt fa-2x\"><\/i>Written on: 2023-09-28<br \/>\nModified on: 2023-09-28[\/vc_column_text][\/vc_column_inner][vc_column_inner el_class=&#8221;summary-item&#8221; width=&#8221;1\/3&#8243; el_id=&#8221;summary-item-leestijd&#8221;][vc_column_text]<i class=\"fas fa-clock fa-2x\"><\/i>10 min. reading time[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column width=&#8221;1\/3&#8243; el_class=&#8221;table-content-column sticky-wrap&#8221; css=&#8221;.vc_custom_1677568560328{margin-bottom: 35px !important;}&#8221;][vc_tta_accordion section_title_tag=&#8221;h5&#8243; style=&#8221;outline&#8221; color=&#8221;black&#8221; c_icon=&#8221;&#8221; active_section=&#8221;0&#8243; collapsible_all=&#8221;true&#8221; el_class=&#8221;acc-dropdown sticky&#8221;][vc_tta_section i_icon_fontawesome=&#8221;fas fa-caret-up&#8221; add_icon=&#8221;true&#8221; title=&#8221;Discover article topics&#8221; tab_id=&#8221;1677163041648-b4154d91-9bf5f889-f0a9&#8243; el_class=&#8221;table-content-dropdown&#8221;][vc_column_text el_class=&#8221;intro list&#8221;]<\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">What is search engine marketing?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Google, Bing and at least 3 other search engines<\/span><\/li>\n<li><span style=\"font-weight: 400;\">10 reasons to generate leads with search engine marketing<\/span>\n<ul>\n<li><span style=\"font-weight: 400;\">1. Do not fall behind competitors<\/span><\/li>\n<li><span style=\"font-weight: 400;\">2. Discover and experience what customers truly want<\/span><\/li>\n<li><span style=\"font-weight: 400;\">3. Combine channels that reinforce each other<\/span><\/li>\n<li><span style=\"font-weight: 400;\">4. Utilize inbound marketing<\/span><\/li>\n<li><span style=\"font-weight: 400;\">5. Collect high-quality leads<\/span><\/li>\n<li><span style=\"font-weight: 400;\">6. Advertise efficiently<\/span><\/li>\n<li><span style=\"font-weight: 400;\">7. Generate more revenue online<\/span><\/li>\n<li><span style=\"font-weight: 400;\">8. Make your brand heard<\/span><\/li>\n<li><span style=\"font-weight: 400;\">9. Increase brand awareness<\/span><\/li>\n<li><span style=\"font-weight: 400;\">10. Attract new employees<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_tta_section][\/vc_tta_accordion][\/vc_column][\/vc_row][vc_row el_class=&#8221;blog-pagina-content&#8221;][vc_column width=&#8221;2\/3&#8243; el_class=&#8221;content-column&#8221;][vc_column_text el_class=&#8221;intro list&#8221;]Search engine marketing creates more high-quality leads, more revenue, and more brand awareness. It is a no-brainer for many companies, so why do they get so enthusiastic about it? We explain what search engine marketing is, how it works, and how it generates extra online revenue for your company.[\/vc_column_text][vc_row_inner][vc_column_inner width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;4571&#8243; img_size=&#8221;full&#8221; el_class=&#8221;move-down image&#8211;reveal&#8221;][\/vc_column_inner][vc_column_inner width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;4499&#8243; img_size=&#8221;full&#8221; el_class=&#8221;image&#8211;reveal&#8221;][\/vc_column_inner][\/vc_row_inner][vc_custom_heading text=&#8221;What is <b>search engine marketing?<\/b>&#8221; use_theme_fonts=&#8221;yes&#8221; css=&#8221;.vc_custom_1695925000863{padding-top: 5% !important;}&#8221; el_id=&#8221;watisseo&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Search engine marketing makes you visible among the search results of search engines. You can achieve this in two ways: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"3\"><b>Search Engine Advertising (SEA)<br \/>\n<\/b>You focus on the paid search results, at the very top of the page. You appear at the top immediately and pay per click from a new visitor. <\/li>\n<li style=\"font-weight: 400;\" aria-level=\"3\"><b>Search Engine Optimization (SEO)<\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">You focus on the free search results immediately below the paid results. This effort takes more time, but clicks from new visitors are subsequently free. <\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Search engine marketing is the combination of advertising and optimization. This allows you to achieve results in the short term and lower costs in the longer term. Alternatively, you can use advertisements for search terms with more competition, while scoring well within organic results for terms with less competition.  <\/span>[\/vc_column_text][vc_custom_heading text=&#8221;<b>Google, Bing<\/b> and at least 3 other search engines&#8221; use_theme_fonts=&#8221;yes&#8221; css=&#8221;.vc_custom_1695925726465{padding-top: 5% !important;}&#8221; el_id=&#8221;watdoet&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Naturally, you use search engine marketing for Google. However, it is not just for this search engine. With Bing and Yahoo, AOL and Ask.com, there are at least three other major players. Furthermore, YouTube plays an increasingly significant role as part of Google.   <\/span><\/p>\n<p><span style=\"font-weight: 400;\">It is true that Google is the most popular search engine, but it is not the only one. By utilizing search engine marketing broadly, it is possible to achieve better results.  <\/span>[\/vc_column_text][vc_custom_heading text=&#8221;<b>10 reasons to generate leads<\/b> with search engine marketing&#8221; use_theme_fonts=&#8221;yes&#8221; css=&#8221;.vc_custom_1695925857285{padding-top: 5% !important;}&#8221; el_id=&#8221;hoekom&#8221;][vc_column_text el_class=&#8221;list&#8221; el_id=&#8221;margin-tfix&#8221;]<span style=\"font-weight: 400;\">If all potential customers already knew your company, you would not need search engines. Yet even the largest and strongest brands in the world cannot rely entirely on that. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">It is a waste to ignore a huge potential target audience by being absent from search engines. The search results show ten providers per page, for whom the search engine forms an important revenue channel. With search engine marketing, you become visible to potential customers searching for your products or services.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">We have listed 10 reasons to generate leads with search engine marketing.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>1. Do not fall behind competitors<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Perhaps the most important reason: your competitors are doing it too. Just search for your own products or services in Google or another search engine. Review the search results and discover which competitors are currently capturing the new customers who are also searching for these terms.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">You will likely see 4 advertisements at the top of the search results. These are followed by the organic results. If you are not visible on the first page of Google, it means that at least 10 other companies are more prominent than you. They are addressing new customers who, just like you, are looking for the products or services you offer. That is a missed opportunity, so you want to be positioned among them.    <\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>2. Discover and experience what customers truly want<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Furthermore, with search engine marketing, you discover what customers truly want. If you already know this, you can advertise with maximum efficiency. If you do not know yet, it is the ideal way to find out what they are looking for from you.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The combination of advertising (SEA) and optimization (SEO) gradually makes it clearer what stands out, what customers respond to, and what generates more revenue for you. An initial broad approach helps to map out step-by-step which direction you should take. Search engine marketing provides insight into the motivation(s) of your target audience. You can then use that knowledge for better search engine advertisements, as well as for other advertising and communication channels you use. It is a waste not to use the data you can collect online to improve your marketing.    <\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>3. Combine channels that reinforce each other<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Search engine marketing combines SEA and SEO. The two can reinforce each other excellently: <\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Use search engine advertisements (SEA) to measure which search terms convert best in a very short time.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Then use search engine optimization (SEO) to target those best-converting search terms.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">This allows you to optimize for search terms that work in the long term, while the clicks from new visitors are subsequently free.<\/span><\/span><\/li>\n<\/ol>\n<h3><strong>4. Utilize inbound marketing<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Search engine marketing is inbound marketing. This means you respond to the needs that already exist within your target audience. Potential customers search for your products or services, even if they do not yet know that you offer them.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Inbound marketing is well-suited for the initial stages of a sales funnel:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"3\"><b>Awareness<\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Potential customers experience a need, look for a solution to a problem, or orient themselves on possibilities. Use search engine marketing to provide information via paid search terms or organic search terms. Do not talk about your brand yet, but simply offer the information that visitors are looking for.   <\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"3\"><b>Interest<\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Make the solution concrete by offering information that leads to a product or service. Subtly show that you offer it, but do not become too commercial yet. The interest is there, but the focus is still on the product or service.  <\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"3\"><b>Consideration<\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">The potential new customer is considering different providers. You are one of them, so this is the moment to push your brand forward. Use content to show that you are the cheapest, best, fastest, or most appealing option.   <\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"3\"><b>Intent<\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Combine the advantages of your company with those of the product or service you offer. The potential customer is almost ready to buy, so they now want to be sure it is a good choice. From this point on, the message becomes much more commercial.   <\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">For the evaluation and purchase phases, you can use (more) outbound marketing. Potential new customers are (almost) ready to purchase. That is the moment you want to be visible with your offer. If you used search engine marketing for the earlier phases, customers have already heard of you, making the threshold to purchase from you lower.   <\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>5. Collect high-quality leads<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Search engine marketing is known for high-quality leads. You have various options for segmentation and personalization. This prevents you from taking a scattergun approach.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Use this form of marketing to filter out as many visitors as possible who fall outside the target audience. Consider demographic data, psychological search intent, and previously collected user data. Those who combine this well only advertise to potential new customers who have actually (shown) interest. The fewer people outside that core target audience see the advertisements and other content, the more valuable the leads you collect will be.   <\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>6. Advertise efficiently<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Ultimately, it is all about conversion. You are thinking of new customers, more subscribers, newsletter sign-ups, or contest entries. Whatever the goal, at the end of the day, it must primarily yield as much as possible.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Search engine marketing maps this out excellently. Both with search engine optimization (SEO) and especially with search engine advertising (SEA), you can see exactly what the effort yields. In this way, you prove that the effort works and that it generates money instead of costing it. And if it doesn&#8217;t work? Perhaps the campaign needs to be adjusted, the effort should be greater, or something else is going on. Thanks to all the collected data, it is quite possible to analyze what is going well and what is not.     <\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>7. Generate more revenue online<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Those who do not use search engine marketing miss out on the potential revenue available there. It is an additional revenue channel that competitors are likely already utilizing. So even if you manage to attract many customers through other channels, it is a waste not to make use of this.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some industries are better suited for search engine marketing than others. However, in almost all cases, there are opportunities within the search results of Google and other search engines. The percentage of people searching for products and services via a search engine has been 90% or higher for years. Moreover, this applies to more and more industries, meaning the potential value of search engine marketing only increases.   <\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>8. Make your brand heard<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Even for companies and brands active in B2B or offering larger products or services, search engines are very interesting. With search engine marketing, you might not generate a lead in one go. Nevertheless, it is still interesting to be visible online in those cases.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Search engine marketing is well-suited as a channel for Public Relations or to build your own authority. Compare it to advertisements in the local newspaper, on a regional scale, or nationally in the media. Those who are regularly visible naturally become a trusted name in the minds of customers. Additionally, you are immediately top-of-mind again, precisely at the moments when someone is looking for specific products or services.   <\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>9. Increase brand awareness<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">More specifically, you use search engine marketing to increase brand awareness. Improve the name recognition of your company by being present in the search results. Customers who encounter your company name multiple times will naturally become interested in what you have to offer. In this way, ensure you are visible to the target audience interested in your services and products.    <\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Tip: take the different phases of the sales funnel into account. For B2B and larger purchases, for example, ensure you are visible early in the funnel when customers are in the awareness phase. If you are well-visible from that moment on, you will reap the benefits later. You will be a familiar name to them.   <\/span><\/i><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>10. Attract new employees<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Finally, use search engine marketing for your recruitment communications. Attract new employees by being visible on important themes they search for. Share relevant information and talk about specific trends. This shows that you are on top of things, for example, with cases and projects you are working on. This attracts new employees based on the same inbound marketing principles used for new customers.     <\/span>[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/3&#8243;][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row el_class=&#8221;pb-30&#8243;][vc_column][vc_single_image image=&#8221;4569&#8243; img_size=&#8221;full&#8221; el_class=&#8221;image&#8211;reveal&#8221;][\/vc_column][\/vc_row][vc_row equal_height=&#8221;yes&#8221; el_class=&#8221;blog-pagina-content&#8221;][vc_column width=&#8221;2\/3&#8243; el_class=&#8221;content-column&#8221;][vc_row_inner el_class=&#8221;blog-summary&#8221;][vc_column_inner el_class=&#8221;summary-item&#8221; width=&#8221;1\/3&#8243;][vc_column_text]WISSE BLOM SEO SPECIALIST[\/vc_column_text][\/vc_column_inner][vc_column_inner el_class=&#8221;summary-item&#8221; width=&#8221;1\/3&#8243;][vc_column_text]Written on: 2023-09-28 Modified on: 2023-09-28[\/vc_column_text][\/vc_column_inner][vc_column_inner el_class=&#8221;summary-item&#8221; width=&#8221;1\/3&#8243; el_id=&#8221;summary-item-leestijd&#8221;][vc_column_text]10 min. reading time[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column width=&#8221;1\/3&#8243; el_class=&#8221;table-content-column sticky-wrap&#8221; css=&#8221;.vc_custom_1677568560328{margin-bottom: 35px !important;}&#8221;][vc_tta_accordion section_title_tag=&#8221;h5&#8243; style=&#8221;outline&#8221; color=&#8221;black&#8221; c_icon=&#8221;&#8221; active_section=&#8221;0&#8243; collapsible_all=&#8221;true&#8221; el_class=&#8221;acc-dropdown sticky&#8221;][vc_tta_section i_icon_fontawesome=&#8221;fas fa-caret-up&#8221; add_icon=&#8221;true&#8221; title=&#8221;Discover article topics&#8221; tab_id=&#8221;1677163041648-b4154d91-9bf5f889-f0a9&#8243; el_class=&#8221;table-content-dropdown&#8221;][vc_column_text el_class=&#8221;intro list&#8221;] What is search [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":4569,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[39],"tags":[],"class_list":["post-5100","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo"],"acf":[],"_links":{"self":[{"href":"https:\/\/abnormal.nl\/en\/wp-json\/wp\/v2\/posts\/5100","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/abnormal.nl\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/abnormal.nl\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/abnormal.nl\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/abnormal.nl\/en\/wp-json\/wp\/v2\/comments?post=5100"}],"version-history":[{"count":3,"href":"https:\/\/abnormal.nl\/en\/wp-json\/wp\/v2\/posts\/5100\/revisions"}],"predecessor-version":[{"id":5103,"href":"https:\/\/abnormal.nl\/en\/wp-json\/wp\/v2\/posts\/5100\/revisions\/5103"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/abnormal.nl\/en\/wp-json\/wp\/v2\/media\/4569"}],"wp:attachment":[{"href":"https:\/\/abnormal.nl\/en\/wp-json\/wp\/v2\/media?parent=5100"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/abnormal.nl\/en\/wp-json\/wp\/v2\/categories?post=5100"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/abnormal.nl\/en\/wp-json\/wp\/v2\/tags?post=5100"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}