TechDogs-"Top Trends 2023 - Search Engine Marketing"

Digital Marketing

Top Trends 2023 - Search Engine Marketing

By TechDogs

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Digital marketing is on the rise and marketers need to stay on their toes regarding what's happening. It is especially true in terms of SEM AKA search engine marketing, the elephant in the digital room. Brands often underestimate the power of SEM but it's a branch of digital marketing with many benefits. So, you must keep tabs on all the latest happenings and trends of SEM.

After all, don’t you want to tailor your search engine marketing strategies to align with what's #trending? Read on to learn the top 5 Search Engine Marketing Trends that will drive 2023, why they are essential and how you should implement trends to improve your marketing performance. Get, set, go!
TechDogs-"Top Trends 2023 - Search Engine Marketing"
Are you a digital marketer wanting to increase your online presence? Do you also want to enhance your brand awareness and visibility? Being a savvy digital marketer, you know that this, in turn, would lead to online leads and generate sales (which will enable you to make money by selling products and services), right? How will you do that?

Search engine marketing (SEM) can be a great way to do that! With the help of SEM, you can promote a website's visibility using paid search, contextual advertising and organic search rankings. Yet, what exactly does SEM mean in today’s world?

Well, it's a broader concept that combines SEO (search engine optimization) and PPC (pay-per-click). It is a marketing strategy that involves managing a brand’s total online presence on search engines. SEM refers to various techniques and methods a brand can use to generate more visitor traffic from search engine results pages, AKA SERPs, to a website. Now you are well-versed in SEM and certainly want to utilize it for your website, but you need some help to get started. We suggest beginning with understanding what the current trends dominating this industry are!

In 2022, we learned that image-ruled SEM. In the same way, some trends await to dazzle 2023 with their presence and we will decode them in this article. So, get ready and let the treasure hunt begin!

Trend 1: Ad Manager Will Empower You With Automated Bidding

TechDogs-"Trend 1: Ad Manager Will Empower You With Automated Bidding "A Self-generated Meme On Ad Manager
Ad manager and smart bidding both have been an integral part of search engine marketing (SEM), to help you increase your visibility on search engine pages (SERPs). The future will require you to be smarter as you have to tell Google what your advertisement target is! Smart bidding will decide how you can get it done within your budget. The ad manager will cover everything from researching keywords to creating ad copies to tracking performance. #TheBigChange

Surprisingly, one of the reports by Statista approves this trend as it projects that search advertising spending is expected to grow to about 190.5 billion US dollars by 2024. Automated bidding will play a crucial role in boosting the advertisement industry. As automated bidding will offload the heavy lifting and guesswork of setting biddings to meet the ad campaign goals, more and more businesses will embrace this trend. The good news is, there are a variety of tools that will help you with automated targeting and bidding, data analysis and budget tracking. For instance, HubSpot's Ad Management & Tracking Software will assist you with your inbound marketing strategies and campaigns. You can run all your ad campaigns in this tool from start to finish and this tool will take care of everything from ad creation and management to reporting campaign metrics across different networks.

TechDogs Opinion:  No doubt, with the help of ad managers and automated bidding you will be able to take your search engine marketing to the next level. These tools will help you get the most out of ad management but we believe you will need to have your strategies in place. To begin with, you have to align the type of automated bid strategies with your advertisement campaign goals. For instance, if you want to increase your site visits then the ‘maximize clicks bid strategy’ will be useful to you as it will automatically set your bids to help get as many clicks as possible within your budget. On the other hand, if you want to increase the visibility of your ads you will have to opt for the ‘target impression share’ strategy as it will show your ads on the top of the page. #SmartBidsForTheWin

Trend 2: You Will Need To Leverage Local, Visual And Voice Searches

TechDogs-"Trend 2: You Will Need To Leverage Local, Visual And Voice Searches"A Self-generated Meme On Local, Voice And Visual Searches  
Local search engine marketing is becoming increasingly crucial for businesses of all sizes and types. Customers are constantly searching online for products and services in today's digital world. Using local search engine marketing, companies will be able to improve their visibility in local search results and reach potential customers in their local area this year.

According to a survey by Statista (2022), roughly 36 percent of online shoppers searched for products through search engines. This strategy helps businesses target their audiences more effectively and maximize their reach. Local search engine marketing will help companies stay ahead of their competition and increase their visibility in local searches. It will also be used to boost the overall performance of the website and improve search engine rankings. By effectively utilizing local search engine marketing, businesses can increase their visibility and reach a larger audience, leading to increased sales and profits.

TechDogs Opinion: Local search provides businesses with valuable insights into the buying habits of customers in their area, allowing them to tailor their services to meet the needs of their customers. With local search, businesses can also optimize their content for local searches and ensure their presence is felt in their local area. Besides, companies can use tools like Google My Business (GMB), which helps businesses get total exposure. To use this tool, businesses must simply verify their GMB profile and optimize it for local searches.

We also believe that one aspect that is essential for your page to rank higher in local searches is reviews. However, it is also a fact that it can take time to convince your customers to leave reviews. So, what to do? We recommend tools like Google Link Generator can make this task easier. This tool allows you to generate a Google link that you can add to the review section of your GMB page. Later, you can use this link in emails, social media, or your website when you request customer feedback.

Trend 3: Audience Segmentation Will Play A Key Role In Featured Snippets

TechDogs-"Trend 3: Audience Segmentation Will Play A Key Role In Featured Snippets "A Self-generated Meme On Featured Snippets
Have you ever noticed a box at the top of your search engine results page with a summary of an answer to your query? That's what's called a featured snippet and it's a powerful marketing tool for businesses of all sizes. Businesses can increase their visibility and reach a broader audience by optimizing content for featured snippets. Now, you must be curious to know what’s next.

Well, it’s the segmentation of the audience. Using audience segmentation in snippets will be an essential part of creating engaging and effective content marketing strategies. It will allow businesses to create content that is tailored to the needs and interests of their target audience, making it easier for them to find the information they’re looking for. Additionally, segmentation will allow them to focus on specific topics that may be of interest to different types of audiences.

A study by Barn Raisers suggests that approximately 12% of search queries have featured snippets. The same research indicates that featured snippet steals click from the #1 ranking results. No wonder they are becoming increasingly important for SEO success, as they are often seen as the definitive answer to a query. By breaking up content into easily digestible snippets and as per the segmented audience, brands can ensure that readers can quickly understand the key points of their content and take action on them. This is especially important for businesses that are looking to increase their visibility and reach new customers.

TechDogs Opinion: Featured snippets are designed to provide the most relevant and valuable answer to a user's query at the top of the search engine results page. As a result, businesses that understand how to utilize featured snippets properly will gain an edge in the competitive online landscape. However, we believe that featured snippets have been around the corner for quite a long time. What you can do to improve it is use audience segmentation to strengthen the reach of your featured snippets. Audience segmentation will help you divide users as per their interests and choices. It can also be based on demographics, archetypes, cognitive characteristics, age, location, preferences, etc. Incorporating audience segmentation will help your snippets to be fun, interactive and relevant to each user.

We recommend you use various tools available to craft your featured snippets, including keyword research tools, content optimization tools and analytics tools. These tools will help businesses identify the best keywords to target, optimize their content for featured snippets and track the performance of their snippets over time. With the right tools, businesses can capitalize on the potential of featured snippets to drive more traffic to their website and increase their visibility online. #SegmentYourAudiencesForBetterReach

Trend 4: Automation Will Boost Your Keyword Research And Keyword Planning

TechDogs-"Trend 4: Automation Will Boost Your Keyword Research And Keyword Planning"A Self-generated Meme On Semantic Keyword SEM Trend
Semantic keywords are the cornerstone of effective search engine marketing (SEM) strategy. In the world of digital marketing, where search engine algorithms are constantly changing and competitors are always vying for the same space, semantic keywords are the key to unlocking organic traffic and driving conversions in 2023.

They will provide the ability to target an audience more accurately and cost-effectively and when used strategically, can even help leverage valuable insights into customer behavior – but you must be wondering what’s new about that. So, the #NewCoolThing is automation! With the help of automation, you will be able to pull keyword ranking data from Google Search Console. You will also be able to edit your keywords and assess your SEO opportunities. It’s no surprise that search volumes keep fluctuating throughout any given time of year. You can plan for seasonality by automatically infusing keywords based on search volume trends.

One of the studies by Credo estimates 93% of the time, an online session begins by searching a keyword on a search engine. Another research estimates that Google processes more than 40,000 keyword searches every second. By understanding the purpose of keywords and how to identify and utilize them properly, businesses of all sizes can gain a competitive edge in the search engine market.

TechDogs Opinion: It's no hidden fact that keywords can be a great asset to boost the SEM strategies of businesses. However, the critical part is to find out the right keyword according to your requirements. Fortunately, there are several strategies that you can use to understand what will work best for your target keyword and the type of audience that you want to attract. We expect that will stem from automating the whole process of keyword research and keyword planning. With automated keyword planning, you will be able to identify the most profitable keywords and phrases quickly and easily, optimize campaigns for maximum ROI and track performance. We recommend you use search tools to check the metrics of the keywords. In fact, we expect that automated tools will also help you analyze search volumes and better understand the proximity of your word appearing in the searches.

For instance, you can use the Keyword Explorer tool. This tool helps you search any keyword you choose and see its monthly volume, difficulty and organic click through rate (CTR). If you are a business just getting started with infusing keywords, then Google Keyword Planner can probably be the best tool for you. This tool will enable you to discover new keywords related to your business and see estimates of the searches they receive. The best part is this tool also helps you get the cost to target them, making budgeting easier. #RelevantKeywordsRule

Trend 5: Converse Smart With Conversational Queries

TechDogs-"Trend 5: Converse Smart With Conversational Queries "A Self-generated Meme On Conversational Queries
Conversational queries use grammatically complex phrases and the context of previous interactions to offer more valuable and comprehensive results. In layperson's terms, conversational queries use longer sentences (AKA long tail queries in SEM). Conversational queries allow users to perform searches by voice input but return answers in text, voice or other formats. Infusing this trend in SEM will enable brands to support users with more complex search patterns and needs in 2023.

As per one of the reports by, the conversational AI market is expected to be worth $18.4 billion by 2026. Why not? Many people jump online because they're looking for an answer or a solution to a specific issue. If you can answer your visitors' basic functionality questions, assist them with various shipping issues and handle all the return requests, wouldn't it increase the footfall on your site? On the contrary, if your visitor shows up to your site, doesn't find what they're looking for and bounces quickly, this will harm your rankings. Henceforth, incorporating conversational queries can be a great way to boost visitor engagement with your website and provide quick and convenient user experiences.

TechDogs Opinion: We expect conversational queries will provide users with an experience similar to human interaction. It's already been used in customer service settings, among other areas by businesses. We recommend using various conversational AI tools to serve as a communication platform for users and stakeholders across multiple industries, including retail, banking, travel, etc. For instance, tools like LivePerson will enable businesses to answer queries and facilitate transactions on social media platforms. We believe, by leveraging conversational queries businesses will not only be able to provide a better user experience but will also be able to increase their visibility in search engine results pages. #DontIgnoreConversationalQueries

Let's call it a wrap!

Search engine marketing (SEM) is an excellent asset for businesses to bring their products and services to the attention of their audiences. It does not just help them promote and advertise their content but also enables them to rank higher among search engine traffic. However, visitors will only be attracted to your page if you present valuable content. As technologies become more sophisticated and human-like, marketers must enhance their search engine marketing strategies. To make your task a little easier, we presented you the top 5 Search Engine Marketing Trends of 2023! With that, our work here is done.

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