Search Engine Marketing is a process of gaining more visitors and their attention by purchasing ads on search engine. This SEM is also sometimes referred to as Pay-Per-Click (PPC), as most search ads are purchased or sold on the basis of PPC or another one CPC which denotes Cost-Per-Click. SEM previously used to denote both Search Engine Optimization as well as paid search activities. However, today SEM includes and is exclusively meant to refer to paid search solely. To clearly explain what Search Engine Marketing or SEM & PPC means it can be said that it is an innovative form of internet marketing of products and services through effective promotion of websites which involves increasing the visibility of the websites in the search engine results paper (SERP) by efficiently adopting optimization and advertising methods. Managing search campaigns, properly and proficiently, is either done directly with the SEM vendor or through an SEM tool provider and it may also be self-serve or through an advertising agency. SEM & PPC helps a business to effectively advertise and create a favorable response for its products and services from a large section of the masses due to its efficient presentation over the internet sites.
There are four basic methods or metrics to optimize websites suitably through Search Engine Marketing which are as follow:
Keyword Research & Analysis ensures that a site can be indexed in the search engine. It tries to find out the most relevant keywords for the sites and its products and then effectively utilizing those keywords on the site in an efficient manner that will generate and help the site get more and more attention and responses from the internet users. Online searching through various sites available in the search engine is the very first step of any kind of online activities specially shopping , hence the sites and keywords has to be made popular attractive and appealing to the customers that will eventually help building brand impression.
Website Saturation and Popularity on the search engine can be evaluated and analyzed through the number of pages of the site that are indexed on the search engine and how many backlinks the site has which showcases the popularity it enjoys. It requires pages to contain keywords internet users are looking for and ensure that they are suitably at top positions in search engine rankings.
Back end tools that include Web analytic tools and HTML validators, providing valuable and sought after data on a website and its visitors and allow a website to be successful by means of its popularity among the people using internet.
Whois tools reveal the identification of the owners of various websites, and are able to provide valuable information relating to copyright and trademark issues that will further help the web browsers.
Another type of SEM is social media marketing or SMM. Social media marketing is a kind of advertising that engages utilizes social media to manipulate consumers. Some of the newest advances comprise search engine marketing management (SEMM). SEMM relate to behavior including the SEO but mainly focuses more or rather exclusively on return on speculation (ROI) management than on attract mere notice.