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In Internet marketing, search engine marketing, or SEM, is a set of marketing methods to increase the visibility of a website in search engine results pages (SERPs). The three main
methods of SEM are: Search engine optimizationSearch engine optimization or SEO aims to index and improve rankings for the webpages which are most relevant to the keywords searched for according to the algorithm of each search engine. The relevant pages are returned in search engine results pages (SERPS). It is important to remember that genuine search engine optimizers are basically marketers who keep their target market in mind as much as the search engine algorithms (a lot of which is known purely empirically). Therefore, while we call this process search engine optimization, good marketers will note that their focus is to optimize their web page for the search engine user, who is their target audience. For instance, at one time it was believed that keyword density was an important ranking factor, but today that view is not generally held among SEO professionals. Today, many SEOs recommend writing copy for visitors first, because the web site cannot achieve its marketing objectives with "unnatural" sounding text, laden with keywords. In order to further fine tune the pages and keep them user and search engine friendly, the architecture of the website, including its internal link structure, navigation etc., are also suitably modified for human beings and search spiders to navigate through whole website pages. Search spiders then can scan all necessary data about the whole site and store it in the search engines' data base. A good navigation systems has other benefits also, such as helping to improve user experience. Both the number of inbound links to the site as well as the 'quality' of the links heavily influence the rankings of a site in the search engine. The definition of a 'quality' link is evolving in response to people's attempt to artificially influence the search engine results by obtaining large numbers of 'irrelevant' links to their sites. Search engine algorithms are evolutionary and strive to develop every day in an attempt to provide the most relevant and useful pages to the users and strike out the websites that trick them to attain higher positions for a while. These processes are known as Organic or Algorithmic Search Engine Optimization (SEO) of websites. Search engine optimization takes considerable time and, as such, many sites make use of Pay-per-Click (PPC) to market their website without having to wait for the results of Organic SEO. However, organic search results can get viewed and clicked on frequently, so a dual strategy of SEO and PPC can provide more exposure than either strategy alone. As you can get more links for your website on the results page then just going with one route. Paid inclusionSearch engines use computer programs called spiders or web crawlers to automatically discover websites and catalog their content. As this process can take some time and requires a website to be linked to from another website (to allow the crawler to find it), most search engines except for Google provide another channel to be included in search rankings via paying. This is different from pay per click advertising because the inclusion is guaranteed but not placement. Pay per click (PPC) and Search engine advertisingAdvertising with search engines is known by different names. It is also called sponsored search and search engine advertising. The most popular programs are offered by Google, Yahoo!, and Microsoft. Some offer PPC, where the advertiser is only charged when a user clicks on the ad, also known as Cost Per Click (CPC). Others use a Cost Per Impression (CPM) model where advertisers are charged for impressions. Ads can take many forms, including text, banner ads, video ads, map ads, and even audio ads. Advertising based on a keyword search
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