{"id":5668,"date":"2025-03-01T16:04:48","date_gmt":"2025-03-01T19:04:48","guid":{"rendered":"https:\/\/verocontents.com.br\/?p=5668"},"modified":"2025-03-04T16:05:08","modified_gmt":"2025-03-04T19:05:08","slug":"what-is-search-marketing-and-how-to-put-it-into-practice-2","status":"publish","type":"post","link":"https:\/\/verocontents.com.br\/en\/blog\/what-is-search-marketing-and-how-to-put-it-into-practice-2\/","title":{"rendered":"What is search marketing and how to put it into practice"},"content":{"rendered":"<p>The digital universe is constantly evolving, and at the center of this dynamic ecosystem lies a crucial strategy for online success: search marketing (or SEM \u2013 <em>Search Engine Marketing<\/em>).<\/p>\n<p>In this context, search engines play a central role, guiding companies and professionals in achieving visibility and relevance. In this article, we will delve into the nuances of search marketing, exploring what it is and how it can be effectively implemented.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-black ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Index<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-search-marketing-and-how-to-put-it-into-practice-2\/#O_que_e_marketing_de_buscas\" >What is search engine marketing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-search-marketing-and-how-to-put-it-into-practice-2\/#A_importancia_do_marketing_de_busca\" >The importance of search marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-search-marketing-and-how-to-put-it-into-practice-2\/#Como_colocar_em_pratica_o_marketing_de_buscas\" >How to put search engine marketing into practice<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-search-marketing-and-how-to-put-it-into-practice-2\/#1_Defina_seus_objetivos\" >1. Define your goals<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-search-marketing-and-how-to-put-it-into-practice-2\/#2_Intencao_de_Busca_Search_Intent\" >2. Search Intent<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-search-marketing-and-how-to-put-it-into-practice-2\/#3_Estrategias_de_SEO_Trafego_Organico\" >3. SEO Strategies (Organic Traffic)<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-search-marketing-and-how-to-put-it-into-practice-2\/#On-Page\" >On-Page<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-search-marketing-and-how-to-put-it-into-practice-2\/#Off-Page\" >Off-Page<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-search-marketing-and-how-to-put-it-into-practice-2\/#Tecnica\" >Technique<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-search-marketing-and-how-to-put-it-into-practice-2\/#Featured_Snippets_e_Posicao_Zero\" >Featured Snippets and Position Zero<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-search-marketing-and-how-to-put-it-into-practice-2\/#4_Estrategias_de_SEM_Trafego_Pago\" >4. SEM (Paid Traffic) Strategies<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-search-marketing-and-how-to-put-it-into-practice-2\/#Crie_Anuncios_no_Google_Ads\" >Create Ads on Google Ads<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-search-marketing-and-how-to-put-it-into-practice-2\/#Utilize_o_remarketing_no_Google_Ads\" >Use remarketing in Google Ads<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-search-marketing-and-how-to-put-it-into-practice-2\/#5_Acompanhe_os_Resultados_e_Ajuste_a_Estrategia\" >5. Monitor Results and Adjust Strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-search-marketing-and-how-to-put-it-into-practice-2\/#6_Analise_a_Concorrencia\" >6. Analyze the Competition<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-search-marketing-and-how-to-put-it-into-practice-2\/#7_Testes_AB_em_SEO_e_SEM\" >7. A\/B testing in SEO and SEM<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-search-marketing-and-how-to-put-it-into-practice-2\/#Tendencias_emergentes_no_marketing_de_busca\" >Emerging Trends in Search Marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-search-marketing-and-how-to-put-it-into-practice-2\/#Resumindo%E2%80%A6\" >In short\u2026<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"O_que_e_marketing_de_buscas\"><\/span>What is search engine marketing?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p data-start=\"0\" data-end=\"198\">The <strong data-start=\"2\" data-end=\"25\">Search Engine Marketing<\/strong> (Search Marketing) is a set of strategies that aim to increase the visibility of a website in search engines, such as Google, Yahoo and Bing. It is divided into two main areas:<\/p>\n<ol data-start=\"200\" data-end=\"867\">\n<li data-start=\"200\" data-end=\"553\">\n<p data-start=\"203\" data-end=\"369\"><strong data-start=\"203\" data-end=\"239\">SEO (Search Engine Optimization)<\/strong> \u2013 <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-seo-and-why-you-should-do-it\/\">Organic optimization<\/a> to improve the website&#039;s positioning in search results without direct payment to search engines. At this point, it includes:<\/p>\n<ul data-start=\"373\" data-end=\"553\">\n<li data-start=\"373\" data-end=\"409\">Strategic keyword usage<\/li>\n<li data-start=\"413\" data-end=\"444\">Creating relevant content<\/li>\n<li data-start=\"448\" data-end=\"489\">Improved User Experience (UX)<\/li>\n<li data-start=\"493\" data-end=\"553\"><em>Link building<\/em> (building authority through links)<\/li>\n<\/ul>\n<\/li>\n<li data-start=\"555\" data-end=\"867\">\n<p data-start=\"558\" data-end=\"740\"><strong data-start=\"558\" data-end=\"591\">SEA (Search Engine Advertising)<\/strong> \u2013 Involves paid advertising on search engines, such as <a href=\"https:\/\/verocontents.com.br\/en\/blog\/how-google-adwords-works\/\">Google Ads<\/a>, to appear in the first results through bids on keywords. Thus, it involves:<\/p>\n<ul data-start=\"744\" data-end=\"867\">\n<li data-start=\"744\" data-end=\"787\">Sponsored links (Google Ads, Bing Ads)<\/li>\n<li data-start=\"791\" data-end=\"836\">Search campaigns (PPC \u2013 Pay Per Click)<\/li>\n<li data-start=\"840\" data-end=\"867\">Retargeting and remarketing<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<h2><span class=\"ez-toc-section\" id=\"A_importancia_do_marketing_de_busca\"><\/span>The importance of search marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Search engine marketing is more than just a strategy: it is a catalyst for online presence. Implementing search engine-focused strategies allows brands to leverage their visibility in search results, reaching a wider audience and boosting qualified traffic.<\/p>\n<p>Why invest in search marketing?<\/p>\n<ul>\n<li data-start=\"914\" data-end=\"996\"><strong data-start=\"916\" data-end=\"938\">Greater visibility<\/strong>: This way, your business appears when the customer searches for solutions.<\/li>\n<li data-start=\"997\" data-end=\"1067\"><strong data-start=\"999\" data-end=\"1022\">Qualified traffic<\/strong>: Thus, it attracts users with high purchase intention.<\/li>\n<li data-start=\"1068\" data-end=\"1147\"><strong data-start=\"1070\" data-end=\"1089\">Cost-benefit<\/strong>: SEO generates continuous traffic, and SEM allows for quick returns.<\/li>\n<li data-start=\"1148\" data-end=\"1234\"><strong data-start=\"1150\" data-end=\"1184\">Improving digital authority<\/strong>: A well-positioned website is seen as a reference.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Como_colocar_em_pratica_o_marketing_de_buscas\"><\/span>How to put search engine marketing into practice<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>At the heart of this strategy, two elements play crucial roles: SEO (Search Engine Optimization) and SEA (Search Engine Advertising). Effectively implementing search engine marketing requires a deep understanding of these elements and how they intertwine to boost your online presence. Here are the steps:<\/p>\n<h3 data-start=\"253\" data-end=\"287\"><span class=\"ez-toc-section\" id=\"1_Defina_seus_objetivos\"><\/span><strong data-start=\"259\" data-end=\"287\">1. Define your goals<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p data-start=\"288\" data-end=\"348\">Before you start, be clear about what you want to achieve:<\/p>\n<ul data-start=\"349\" data-end=\"476\">\n<li data-start=\"349\" data-end=\"376\">Increase website visits?<\/li>\n<li data-start=\"377\" data-end=\"396\">Generate more leads?<\/li>\n<li data-start=\"397\" data-end=\"443\">Improve sales of a specific product?<\/li>\n<li data-start=\"444\" data-end=\"476\">Strengthen the brand digitally?<\/li>\n<\/ul>\n<p data-start=\"478\" data-end=\"549\">This will guide your choices between <strong data-start=\"513\" data-end=\"531\">SEO (organic)<\/strong> e <strong data-start=\"534\" data-end=\"548\">SEM (paid)<\/strong>.<\/p>\n<h3 data-start=\"237\" data-end=\"284\"><span class=\"ez-toc-section\" id=\"2_Intencao_de_Busca_Search_Intent\"><\/span><strong data-start=\"244\" data-end=\"284\">2. Search Intent<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p data-start=\"285\" data-end=\"426\">It is not enough to just choose keywords, it is essential to understand <strong data-start=\"348\" data-end=\"382\">what the user really wants<\/strong> when searching. Thus, the types of intent include:<\/p>\n<ul data-start=\"427\" data-end=\"761\">\n<li data-start=\"427\" data-end=\"513\"><strong data-start=\"429\" data-end=\"445\">Navigational<\/strong>: The user wants to find a specific website (e.g. \u201cApple website\u201d).<\/li>\n<li data-start=\"514\" data-end=\"591\"><strong data-start=\"516\" data-end=\"533\">Informational<\/strong>: Search for information or learning (e.g. \u201chow to do SEO\u201d).<\/li>\n<li data-start=\"592\" data-end=\"676\"><strong data-start=\"594\" data-end=\"610\">Transactional<\/strong>: Ready to buy (e.g. \u201cbuy cheap Samsung cell phone\u201d).<\/li>\n<li data-start=\"677\" data-end=\"761\"><strong data-start=\"679\" data-end=\"692\">Commercial<\/strong>: Evaluation before purchase (e.g. \u201cbest notebooks for work\u201d).<\/li>\n<\/ul>\n<p data-start=\"763\" data-end=\"848\"><strong data-start=\"766\" data-end=\"775\">Tip:<\/strong> Optimize content according to search intent, increasing conversion.<\/p>\n<h3 data-start=\"556\" data-end=\"606\"><span class=\"ez-toc-section\" id=\"3_Estrategias_de_SEO_Trafego_Organico\"><\/span><strong data-start=\"562\" data-end=\"606\">3. SEO Strategies (Organic Traffic)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A <a href=\"https:\/\/verocontents.com.br\/en\/blog\/how-to-get-organic-traffic-on-google-2\/\">search engine optimization<\/a> (SEO) is the backbone of the strategy. In this sense, by incorporating keywords specific to your business into your content, meta descriptions and URLs, companies increase their chances of achieving coveted positions in search results, generating trust and authority.<\/p>\n<p>Like this, <a href=\"https:\/\/verocontents.com.br\/en\/blog\/how-to-create-a-blog-on-wordpress\/\">set up a blog<\/a> on your website becomes an extremely important task to leverage your company&#039;s organic results.<\/p>\n<p data-start=\"607\" data-end=\"667\">To get good results without paying for ads, focus on optimizations:<\/p>\n<h4 data-start=\"669\" data-end=\"698\"><span class=\"ez-toc-section\" id=\"On-Page\"><\/span><strong data-start=\"676\" data-end=\"698\">On-Page<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ol data-start=\"699\" data-end=\"1238\">\n<li data-start=\"699\" data-end=\"878\"><strong data-start=\"702\" data-end=\"740\">Search for relevant keywords<\/strong>: Use <a href=\"https:\/\/verocontents.com.br\/en\/blog\/seo-tools\/\">tools<\/a> such as Google Keyword Planner, Ubersuggest or Semrush to find the terms most searched by your audience.<\/li>\n<li data-start=\"879\" data-end=\"983\"><strong data-start=\"882\" data-end=\"912\">Create quality content<\/strong>: Produce articles, videos and materials optimized with keywords.<\/li>\n<li data-start=\"984\" data-end=\"1105\"><strong data-start=\"987\" data-end=\"1023\">Adjust titles and meta descriptions<\/strong>: Include keywords in titles, descriptions and headings (H1, H2, H3).<\/li>\n<li data-start=\"1106\" data-end=\"1238\"><strong data-start=\"1109\" data-end=\"1150\">Improve User Experience (UX)<\/strong>: Make sure the site is fast (use the <a href=\"https:\/\/pagespeed.web.dev\/\">Google PageSpeed Insights<\/a>), responsive (mobile-friendly) and easy to navigate (easy-to-click buttons and menus), avoiding intrusive pop-ups.<\/li>\n<li data-start=\"1106\" data-end=\"1238\">More and more users are searching by voice on Google Assistant, Siri, and Alexa. To optimize:\n<ol data-start=\"699\" data-end=\"1238\">\n<li data-start=\"1106\" data-end=\"1238\"><strong data-start=\"2201\" data-end=\"2229\">Long and natural sentences<\/strong> (e.g. \u201cWhat is the best email marketing tool?\u201d).<\/li>\n<li data-start=\"2284\" data-end=\"2343\"><strong data-start=\"2286\" data-end=\"2301\">FAQ on the website<\/strong> to answer questions objectively.<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p><strong data-start=\"1590\" data-end=\"1599\">Tip:<\/strong> The <a href=\"https:\/\/verocontents.com.br\/en\/blog\/the-role-of-core-web-vitals-in-seo-and-google-ranking-2\/\">Core Web Vitals<\/a> measures factors such as loading time, interactivity and visual stability.<\/p>\n<h4 data-start=\"1240\" data-end=\"1270\"><span class=\"ez-toc-section\" id=\"Off-Page\"><\/span><strong data-start=\"1247\" data-end=\"1270\">Off-Page<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ol data-start=\"1271\" data-end=\"1501\">\n<li data-start=\"1271\" data-end=\"1396\"><strong data-start=\"1274\" data-end=\"1311\">Build authority with backlinks<\/strong>: Getting links from other relevant websites increases your credibility with Google.<\/li>\n<li data-start=\"1397\" data-end=\"1501\"><strong data-start=\"1400\" data-end=\"1449\">Be present in directories and social networks<\/strong>: This strengthens your online presence and generates traffic.<\/li>\n<\/ol>\n<h4 data-start=\"1503\" data-end=\"1531\"><span class=\"ez-toc-section\" id=\"Tecnica\"><\/span><strong data-start=\"1509\" data-end=\"1531\">Technique<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ol data-start=\"1532\" data-end=\"1813\">\n<li data-start=\"1532\" data-end=\"1702\"><strong data-start=\"1535\" data-end=\"1567\">Fix technical SEO errors<\/strong>: Check loading speed, friendly URLs, site structure and correct indexing on <a href=\"https:\/\/verocontents.com.br\/en\/blog\/google-search-console-what-is-it-and-why-is-it-so-important\/\">Google Search Console<\/a>.<\/li>\n<li data-start=\"1703\" data-end=\"1813\"><strong data-start=\"1706\" data-end=\"1730\">Implement Local SEO<\/strong>: If your business has a physical location, register on Google My Business (many voice searches are for nearby businesses, so use voice search SEO here as well).<\/li>\n<\/ol>\n<h4 data-start=\"855\" data-end=\"900\"><span class=\"ez-toc-section\" id=\"Featured_Snippets_e_Posicao_Zero\"><\/span><strong data-start=\"861\" data-end=\"900\">Featured Snippets and Position Zero<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p data-start=\"901\" data-end=\"1007\">You <strong data-start=\"904\" data-end=\"928\">featured snippets<\/strong> appear above organic results on Google, providing quick answers.<\/p>\n<ul data-start=\"1008\" data-end=\"1216\">\n<li data-start=\"1008\" data-end=\"1216\">How to conquer?\n<ul data-start=\"1030\" data-end=\"1216\">\n<li data-start=\"1030\" data-end=\"1084\">Use lists, tables, and direct answers in your content.<\/li>\n<li data-start=\"1087\" data-end=\"1150\">Answer common questions (e.g. \u201cWhat is digital marketing?\u201d).<\/li>\n<li data-start=\"1153\" data-end=\"1216\">Format text correctly with clear headings and subheadings.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p data-start=\"1218\" data-end=\"1308\"><strong data-start=\"1221\" data-end=\"1230\">Tip:<\/strong> Use tools like <a href=\"https:\/\/answerthepublic.com\/\">AnswerThePublic<\/a> to discover frequently asked questions.<\/p>\n<h3 data-start=\"1820\" data-end=\"1866\"><span class=\"ez-toc-section\" id=\"4_Estrategias_de_SEM_Trafego_Pago\"><\/span><strong data-start=\"1826\" data-end=\"1866\">4. SEM (Paid Traffic) Strategies<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p data-start=\"1867\" data-end=\"1933\">While SEO builds a solid presence in the long term and reduces costs, SEA campaigns offer immediate results. Investing in paid ads allows brands to quickly appear at the top of the results, capturing the instant attention of their target audience.<\/p>\n<h4 data-start=\"1935\" data-end=\"1993\"><span class=\"ez-toc-section\" id=\"Crie_Anuncios_no_Google_Ads\"><\/span><strong data-start=\"1942\" data-end=\"1993\">Create Ads on Google Ads<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ol data-start=\"1994\" data-end=\"2657\">\n<li data-start=\"1994\" data-end=\"2117\"><strong data-start=\"1997\" data-end=\"2020\">Define your campaign<\/strong>: Choose between search, display, YouTube, or shopping campaigns depending on your objective.<\/li>\n<li data-start=\"2118\" data-end=\"2271\"><strong data-start=\"2121\" data-end=\"2160\">Choose strategic keywords<\/strong>: Use Google Keyword Planner to find terms with good search volume and balanced competition.<\/li>\n<li data-start=\"2272\" data-end=\"2397\"><strong data-start=\"2275\" data-end=\"2304\">Create persuasive ads<\/strong>: Catchy titles, objective descriptions and a clear CTA (call to action) are essential.<\/li>\n<li data-start=\"2398\" data-end=\"2520\"><strong data-start=\"2401\" data-end=\"2447\">Optimize your landing page<\/strong>: The website needs to be fast, responsive and relevant to the keyword.<\/li>\n<li data-start=\"2521\" data-end=\"2657\"><strong data-start=\"2524\" data-end=\"2561\">Track and optimize results<\/strong>: Use the <a href=\"https:\/\/verocontents.com.br\/en\/blog\/all-about-google-analytics-4-or-ga4\/\">Google Analytics<\/a> to monitor clicks, conversions, and adjust bids and targeting.<\/li>\n<\/ol>\n<h4 data-start=\"1711\" data-end=\"1750\"><span class=\"ez-toc-section\" id=\"Utilize_o_remarketing_no_Google_Ads\"><\/span><strong data-start=\"1718\" data-end=\"1750\">Use remarketing in Google Ads<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p data-start=\"1751\" data-end=\"1880\">If someone visited your website but didn&#039;t convert, you can show ads to that user again through <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-remarketing-and-retargeting\/\">remarketing<\/a>:<\/p>\n<ul data-start=\"1881\" data-end=\"1978\">\n<li data-start=\"1881\" data-end=\"1920\">Increases conversions and reinforces the brand.<\/li>\n<li data-start=\"1921\" data-end=\"1978\">It can be done on Google Display Network and YouTube.<\/li>\n<\/ul>\n<p data-start=\"1980\" data-end=\"2064\"><strong data-start=\"1983\" data-end=\"1992\">Tip:<\/strong> Use <strong data-start=\"1997\" data-end=\"2019\">exclusive offers<\/strong> to convince those who have already shown interest.<\/p>\n<h3 data-start=\"2664\" data-end=\"2722\"><span class=\"ez-toc-section\" id=\"5_Acompanhe_os_Resultados_e_Ajuste_a_Estrategia\"><\/span><strong data-start=\"2670\" data-end=\"2722\">5. Monitor Results and Adjust Strategy<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul data-start=\"2723\" data-end=\"2982\">\n<li data-start=\"2723\" data-end=\"2809\">Use <strong data-start=\"2729\" data-end=\"2749\">Google Analytics<\/strong> e <strong data-start=\"2752\" data-end=\"2777\">Google Search Console<\/strong> to analyze organic traffic.<\/li>\n<li data-start=\"2810\" data-end=\"2907\">At the <strong data-start=\"2815\" data-end=\"2829\">Google Ads<\/strong>, monitor <strong data-start=\"2840\" data-end=\"2889\">CPC (cost per click), CTR (click-through rate)<\/strong> e <strong data-start=\"2892\" data-end=\"2906\">conversions<\/strong>.<\/li>\n<li data-start=\"2908\" data-end=\"2982\">A\/B test different versions of ads and landing pages.<\/li>\n<\/ul>\n<h3 data-start=\"2505\" data-end=\"2542\"><span class=\"ez-toc-section\" id=\"6_Analise_a_Concorrencia\"><\/span><strong data-start=\"2512\" data-end=\"2542\">6. Analyze the Competition<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p data-start=\"2543\" data-end=\"2635\">To know <strong data-start=\"2549\" data-end=\"2594\">what your competitors are doing well<\/strong> can help you adjust your strategy.<\/p>\n<ul data-start=\"2636\" data-end=\"2804\">\n<li data-start=\"2636\" data-end=\"2750\">Tools like SEMrush, Ahrefs, and Ubersuggest reveal your competitors&#039; keywords, backlinks, and ads.<\/li>\n<li data-start=\"2751\" data-end=\"2804\">Discover loopholes they haven&#039;t exploited yet.<\/li>\n<\/ul>\n<p data-start=\"2806\" data-end=\"2891\"><strong data-start=\"2809\" data-end=\"2818\">Tip:<\/strong> Analyze their content and create something even better to surpass it.<\/p>\n<h3 data-start=\"2898\" data-end=\"2935\"><span class=\"ez-toc-section\" id=\"7_Testes_AB_em_SEO_e_SEM\"><\/span><strong data-start=\"2905\" data-end=\"2935\">7. A\/B testing in SEO and SEM<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul data-start=\"2936\" data-end=\"3171\">\n<li data-start=\"2936\" data-end=\"3050\"><strong data-start=\"2938\" data-end=\"2945\">SEO<\/strong>: Test different titles, meta descriptions, and content formats to see which performs best.<\/li>\n<li data-start=\"3051\" data-end=\"3171\"><strong data-start=\"3053\" data-end=\"3060\">WITHOUT<\/strong>: Compare variations of ads, landing pages, and CTAs to reduce cost-per-click and increase conversions.<\/li>\n<\/ul>\n<p data-start=\"3173\" data-end=\"3245\"><strong data-start=\"3176\" data-end=\"3185\">Tip:<\/strong> Small adjustments can generate <strong data-start=\"3215\" data-end=\"3244\">big differences in ROI<\/strong>.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Tendencias_emergentes_no_marketing_de_busca\"><\/span>Emerging Trends in Search Marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Search marketing is constantly evolving, and it\u2019s vital to stay up to date with emerging trends. So, stay on top of everything from voice search to changes in search engine algorithms. After all, adaptability is key.<\/p>\n<p>So, always stay up to date with SEO best practices so that your strategy is always up to date.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Resumindo%E2%80%A6\"><\/span>In short\u2026<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In short, SEM is the compass that guides businesses in the vast digital ocean. So, by understanding its importance, key elements, SEO and SEA strategies, and staying on top of trends, brands can not only gain visibility but also make a significant impact. So, as you chart your course to online success, remember: search marketing is the anchor that solidifies your digital presence.<\/p>\n<p>Image: <a href=\"https:\/\/br.freepik.com\/vetores-gratis\/conceito-de-relacoes-publicas-de-design-plano-organico_13404161.htm\">Freepik<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>The digital universe is constantly evolving, and at the heart of this dynamic ecosystem is a crucial strategy for online success: search engine marketing (or SEM). In this context, search engines play a key role<\/p>","protected":false},"author":1,"featured_media":5674,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[333],"tags":[136,108,31],"class_list":["post-5668","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","tag-google","tag-sem","tag-seo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>O que \u00e9 marketing de busca e como colocar em pr\u00e1tica - Vero Contents<\/title>\n<meta name=\"description\" content=\"O marketing de busca assume um papel central, guiando empresas e profissionais na conquista de visibilidade e relev\u00e2ncia.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-search-marketing-and-how-to-put-it-into-practice-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"O que \u00e9 marketing de busca e como colocar em pr\u00e1tica\" \/>\n<meta property=\"og:description\" content=\"O marketing de busca assume um papel central, guiando empresas e profissionais na conquista de visibilidade e relev\u00e2ncia.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-search-marketing-and-how-to-put-it-into-practice-2\/\" \/>\n<meta property=\"og:site_name\" content=\"Vero Contents\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/verocontents\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-03-01T19:04:48+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-03-04T19:05:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2025\/03\/O-que-e-marketing-de-busca-e-como-colocar-em-pratica.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"750\" \/>\n\t<meta property=\"og:image:height\" content=\"350\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Marcel Castilho\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@marcelcast\" \/>\n<meta name=\"twitter:site\" content=\"@marcelcast\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Marcel Castilho\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-marketing-de-busca-e-como-colocar-em-pratica\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-marketing-de-busca-e-como-colocar-em-pratica\/\"},\"author\":{\"name\":\"Marcel Castilho\",\"@id\":\"https:\/\/verocontents.com.br\/#\/schema\/person\/bd2c94994384cf33451ed8cd98b183a9\"},\"headline\":\"O que \u00e9 marketing de busca e como colocar em pr\u00e1tica\",\"datePublished\":\"2025-03-01T19:04:48+00:00\",\"dateModified\":\"2025-03-04T19:05:08+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-marketing-de-busca-e-como-colocar-em-pratica\/\"},\"wordCount\":1489,\"publisher\":{\"@id\":\"https:\/\/verocontents.com.br\/#organization\"},\"image\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-marketing-de-busca-e-como-colocar-em-pratica\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2025\/03\/O-que-e-marketing-de-busca-e-como-colocar-em-pratica.jpg\",\"keywords\":[\"Google\",\"SEM\",\"SEO\"],\"articleSection\":[\"SEO\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-marketing-de-busca-e-como-colocar-em-pratica\/\",\"url\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-marketing-de-busca-e-como-colocar-em-pratica\/\",\"name\":\"O que \u00e9 marketing de busca e como colocar em pr\u00e1tica - 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