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A key to marketing is making yourself easy to find. Internet search has completely transformed that basic customer behavior. But have you transformed with it?
If you google your game, what shows up? If your game shows up at the top of the list, good job. If it doesn’t, then you have some SEO work to do.
SEO is Search Engine Optimization and is the practice of tuning your website to make sure it shows up in the search engines. There’s a whole industry devoted to this field and you can learn all about it simply by…searching for it.
But maybe SEO is not enough to get you on the top of the results. Never fear, you can always buy your way onto the results page through SEM, Search Engine Marketing. This basically means paying Google or Bing to advertise along the keywords that your players are most likely to search.
Some keywords (like “games”) are pretty expensive while others are practically free (like “pink furry gorilla bingo”). But since your potential players may not remember all that, it can make sense to broaden the list of keywords in your campaign. And if you did a good job in the Assets section of the marketing playbook, then you have a keyword library all ready to go!