A Guide To Search Engine Marketing

A Guide To Search Engine Marketing

A Guide To Search Engine Marketing

Search engine marketing (SEM) is a type of internet marketing which helps websites increase their visibility in the results pages of various search engines. SEM is most commonly performed though search engine optimization, paid placement, contextual advertising and paid inclusion.

Search engines became very popular in the mid-to-late 90s because of the big increase in the number of websites. These search engines soon developed different business models to finance their services. The most popular program is pay per click whereby the advertiser pays the host only when their ad is clicked on.

The largest and most popular SEM vendors are Google AdWords, Yahoo! Search Marketing and Microsoft adCenter. In the last few years, SEM has grown rapidly and has become more popular than traditional advertising. As well as being able to reach a wider audience, SEM is often cheaper and more effective than traditional marketing. A lot of marketers find SEM difficult to understand and rather than managing it themselves, choose to enlisted the help of third party agencies to do so for them.

Search engine marketing includes search engine optimization, which by definition is the process of increasing the volume and quality of incoming traffic to a website from search engines via unpaid search results. An example of this is by using keyword rich text (not keyword stuffing) and ensuring that the content is easily accessible to search engine spiders.

SEM is normally more concerned with generating income from the search engines as opposed to search engine optimization, which is more focused on building up the amount of incoming traffic.

Search engine marketing allows the advertiser to bid on keywords. This has raised ethical questions as oftentimes, third parties are able to bid on their competitor's brand names. Needless to say, trademark infringement is also an area of controversy when reviewing paid search advertising.

Last year, Google amended their terms of service to allow third parties to bid on branded or trademarked terms so long as the landing page actually provides information on the trademarked term. Despite this change, search engine marketing still remains a source of heated debate.

Some of the latest advances in search engine marketing focus primarily on the return of investment management. It also looks into organic search engine optimization, where the aim is to achieve a top search engine ranking without using paid means. This brings the focus onto content, keywords and layout.

These three factors are very important for a successful website. It must always be friendly and appealing to the human visitors, but also easily indexed by the search engine spiders. Regardless of the type of website, the goal is always the same: bring new visitors in and keep existing ones coming back.

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