What is Search Engine Marketing?
Search Engine Marketing (SEM) is a kind of internet marketing which includes the promotion of websites by increasing their visibility on search engine result pages (SERPs) through optimisation and advertising. With search engine optimisation (SEO), search engine marketing can adjust or rewrite website content for achieving a higher position in search engine result pages. All this can be achieved by using a mixture of search engine optimised website design, paid advertising, high quality marketing copy etc. Search engine marketing stress on buying ads which appear on the results pages of search engine, e.g Google, Yahoo etc. In search engine marketing, search engine offers lots of ways to purchase ads, which normally become visible above or to the right side of the content on the search result pages. If anyone offers to pay a higher fee for an ad, then the page will appear higher on ads.
Today, business recognises the significance of SEO like never before. Search engine marketing is growing at a very fast unbelievable rate, far exceeding most other industries. Before, the search engine was taken for granted by many businesses, being treated as less important as the normal marketing methods such as newspaper, television and radio advertising. Search engine marketing now tops marketing media, since more internet users utilise search as their first option for finding a business of choice. However, the search engine has become increasingly complicated, in many ways users can’t see and understand a web page the same way a human does. Apart from this, SEO is one such method where the marketing is done to all potential customers.
It is a known fact that people use search engine to get the information about products or services. This study concludes that search engine marketing (SEM) is an effective advertising tool to improve a company’s ranking on search engine. With the help of various search engines e.g, Google, Yahoo etc. a company can increase its visibility and through search engine marketing techniques a company can find and reach suitable customers.
Methods and metrics used in Search Engine Marketing
In search engine marketing, different types of methods and metrics are used for optimising websites. Thses are as follows:
Keywords research and analysis.
This method includes following three steps:
Step 1. To make sure that the site can be indexed in the search engines.
Step 2. To find the most appropriate and well-liked keywords for the site.
Step 3. To use these chosen keywords on the site so that traffic will generate and convert easily.
Generally, the initial step for each potential buyer is internet searching, so that search perception impact builds the brand impression for each potential buyer. Search perception impact is the identified impact of a brands’s search result on potential buyer perception which also includes site indexing, title, and keyword focus.
Saturation and popularity of website.
The presence of website on search engines is referred to as website saturation. Website saturation can be analysed through the number of pages of the site which are indexed by search engines. The popularity of website means the number of backlinks the site has. For saturation and popularity of a website, pages have to include keywords for what people are looking for and also ensure that they rank highly in search engine rankings.
Back end tools.
- Log file analysing tool: Web Trends by NetiQ.
- Tag- based analytical tool: WeSideStory’s Hitbox.
- Transcation-based tool: TeaLeaf RealiTea.
Validators perform the following functions:
- To check the unseen parts of websites.
- To ensure websites meet W3C code standards.
- To emphasise potential problem and some usability issue.
Difference between Search Engine Marketing (SEM) and Search Engine Optimisation (SEO)
Search Engine Marketing has a broader scope than Search Engine Optimisation. Search Engine Marketing includes both paid search results and organic search results (SEM). In the course of search engines, Search Engine Marketing advertise the website or business to internet customers and also send a more targeted traffic to the website but SEO provides only better organic search results. In other words, SEO may be considered as a subset of SEM.
Search Engine Marketing Techniques
Engine marketing techniques keep shifting with the time because search engines adjust their algorithm. Generally, search engine use highly sophisticated programming. This is simply to make sure that visitors locate meaningful content they searched for. However, search engine marketing uses following strategies:
- Search engine optimisation techniques.
Companies have been able to employ diverse techniques for associating their websites with particular keywords, through search engine optimisation technique including both on-page and off-page methods. For example, a web designer might show text on the home page of a website with several preferred keywords. At present, for creating backlinks, various companies submit articles to third-party website. In general, search engine optimisation techniques give optimistic and natural results.
- Pay per click advertising techniques.
Pay per click advertising (PPCA) technique is a very well-known method to improve a website’s level in various engines. All flourishing companies sell advertising space on their website. By using Pay per click advertising techniques, a company generates customers or consumers for their products and services.
- Paid inclusion in search engines technique.
In this technique, a search engine sells advertising space inside of its result. Search engine providers are paid for listing their websites in search results according to defined keywords. Now, the association of a website with definite search term has become easy. Under this technique, fees will be charged in the form of annual subscription for on e web page, which is cataloged automatically in a regular manner. However, there are a few other companies also which show purchased listing permanently with a no-subscription fee. Fees may be charged on a per click basis. Different search engine charges fees in a different way. A number of websites allow only paid inclusion. Some other search engines, e.g. Yahoo allow mix inclusion, i.e., per page fee and per-click fee with search results.