Search Engine Marketing
Search engine marketing (SEM) is the process of advertising in search engine results pages via sponsored listings, paid inclusions and organic optimization. By utilizing a combination of Pay Per Click (PPC) Advertising and Search Engine Optimisation, SEM has become an online marketing strategy greater than any other form of online marketing.
With SEM, businesses have the opportunity to take advantage of the wealth of knowledge available from search engines. Unlike traditional forms of advertising, SEM allows businesses to target users who are actively searching for products or services related to their business. By leveraging search engines, businesses can target potential customers who are more likely to convert.
SEM with search engines
Some of the major players with SEM are Google with its pay per click click advertising network ‘AdWords‘ and Yahoo! with ‘Yahoo! Search Marketing‘. They are very similar in structure and pricing, using both is the best way to capture the market.
SEM includes a range of techniques to improve a website’s visibility in search engine results pages (SERPs), including sponsored listings, paid inclusions, and organic optimization. In contrast to paid advertising, Search Engine Optimization (SEO) is a free and effective way to rank a website’s listings organically and benefit from larger listings in search results. SEO also enables businesses to rank for a large number of long-tail keywords.
To capitalize on the potential of search engines, businesses can perform both PPC and SEO techniques in a joint synergy. This allows for maximum exposure in SERPs and helps to flood the results pages with your website. The combination of PPC and SEO techniques also helps to improve a business’s online reputation, brand awareness, and credibility in the market.