Search Engine Marketing
Increase the visibility of a website
July 19, 2022 | 5 min read
Search Engine Marketing
Search engine marketing is a type of Internet marketing that aims to increase the visibility of a website in search engine results pages. It involves developing and implementing strategies that are geared toward improving the quality of a website's content and increasing its reach.
Where it Started
During the 1990s, the number of sites on the Internet increased, which led to the emergence of search engines. They started developing business models that allow them to provide users with more relevant and timely information. In 2003, Yahoo introduced paid search marketing, which allowed advertisers to place their ads on search results pages. In 2007, pay-per-click programs became a major revenue source for search engines.
Consultants started offering specialized services related to search engine marketing. New agencies started focusing on the marketing and advertising aspects of search engines.
Danny Sullivan coined the term search engine marketing in 2001 to describe the various activities involved in search engine marketing. These include developing and implementing strategies for improving a website's search engine visibility.
SEM Comparison with SEO
Search engine marketing (SEM) is a broad discipline that combines both organic and paid search engine marketing. It involves using various ad platforms such as Google AdWords and Bing Ads (Microsoft Ads). These tools enable local businesses to easily reach potential customers through one click. A keyword analysis is also performed for both search engine optimization and pay per click advertising. It's important that both strategies are regularly updated to reflect the latest best practices. In some cases, the term search engine marketing is used exclusively to refer to pay-per-click advertising. This excludes the various forms of search engine marketing that are not related to pay-per-click.
The link between search engine optimization and pay-per-click advertising is an integral part of the search engine marketing concept. It's very important that both strategies are coordinated to achieve their goals. Unfortunately, sometimes, when separate teams work on both strategies, the results of their efforts can be lost. Having a dedicated team that focuses on both search engine optimization and pay-per-click advertising can help both parties reach their goals. It can also help them evaluate the effectiveness of their strategies and determine the next step in their efforts.
Another area of search engine marketing that's gaining in popularity is social media marketing. This type of marketing involves leveraging the power of social media to promote a company's products and services. Although it's commonly referred to as search engine marketing management, this discipline focuses on return on investment instead of traffic building.
Search engine marketing management combines the various aspects of search engine optimization and pay-per-click advertising. It also focuses on improving a website's overall design and ensuring that its content is properly displayed to its visitors.
Search Engine Marketing Examples
One of the most widely used ad platforms is Google AdWords, which enables businesses to target specific audiences by displaying ads that are relevant to their products or services. It allows them to create and manage their own ad extensions and manage their ad network. According to search engine marketing companies, the use of Google AdWords can help boost a consumer's online investment earnings. They also noted that it can be very practical for presenting the results of a campaign to their clients. Through the use of Google AdWords, search engine marketing firms have been able to improve the performance of their clients' websites. For instance, by helping AdWord canvass grow its web traffic, the company could expect to see a significant increase in its revenue within the next nine months.
Another type of search engine marketing that's commonly used is contextual advertising. This process involves placing ads on other sites that carry information related to a particular product or service. This strategy helps boost a website's visibility and attract more potential customers.
Over the years, the importance of search engines has become more prevalent in various industries. For instance, in tourism, the use of search engine marketing can help attract potential customers. However, it can also pose various challenges. These include the various factors that companies face when it comes to competing with other businesses in their industry. To combat these challenges, search engine marketing firms often work with their clients to improve their rankings on search engines.
Due to the increasing importance of search engines, they're constantly developing new algorithms and criteria to prevent users from being tricked into clicking on links that are not related to their interests. This could help boost the relationship between search engines and businesses.
Need more information about internet marketing? Check out our Internet Marketing Terminology and our Internet Marketing Basics eBook or visit the Digital Armory
