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Search engine marketing (SEM) is a form of Internet marketing that involves the advancement of websites by increasing their clearity in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or reworks website content and site architecture to achieve a higher ranking in search engine results pages to intensify pay per click (PPC) listings.
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About Search engine marketing by Ivan-Cavric Search engine marketing (SEM) is a form of Internet marketing that involves the advancement of websites by increasing their clearity in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or reworks website content and site architecture to achieve a higher ranking in search engine results pages to intensify pay per click (PPC) listings. Search marketing is the process of obtain traffic and visibility from search engines through both paid and unpaid efforts. Search Marketing encompasses: SEO: Earning traffic through unpaid or free listings SEM: Buying traffic through paid search listings Originally called “search engine marketing,” the shorter phrase “search marketing” is now often used as the umbrella term over SEO and SEM. The longer phrase “search engine marketing” — or SEM — is now typically used to describe paid search activities. Market In 2007, U.S. advertisers spent US$24.6 billion on search engine marketing.In Q2 2015, Google (73.7%) and the Yahoo/Bing (26.3%) partnership accounted for almost 100% of U.S. search engine spend.As of 2006, SEM was growing much faster than traditional advertising and even other channels of online marketing.Managing search campaigns is either done directly with the SEM vendor or through an SEM tool provider. It may also be self-serve or through an advertising agency. As of October 2016, Google leads the global search engine market with a global market share of 89.3%. Bing comes second with a market share of 4.36%, Yahoo comes third with a market share of 3.3% and Chinese search engine Baidu is fourth globally with a share of about 0.68%. Methods and metrics
There are five categories of methods and metrics used to optimize websites through search engine optimization. 1.Keyword research and survey involves three "steps": protect the site can be indexed in the search engines, finding the most relevant and popular keywords for the site and its products, and using those keywords on the site in a way that will crate and convert traffic. A follow-on effect of keyword analysis and research is the search recognition impact. Search perception impact describes the identified impact of a brand's search results on consumer perception, including title and meta tags, site indexing, and keyword focus. As online searching is often the first step for potential consumers/customers, the search perception impact shapes the brand impression for each individual. 2.Website saturation and popularity, or how much presence a website has on search engines, can be analyzed through the number of pages of the site that are indexed by search engines (saturation) and how many backlinks the site has (popularity). It requires pages to contain keywords people are looking for and ensure that they rank high enough in search engine rankings. Most search engines include some form of link popularity in their ranking algorithms. The following are major tools measuring various aspects of saturation and link popularity: Link Popularity, Top 10 Google Analysis, and Marketleap's Link Popularity and Search Engine Saturation. 3.Back end tools, including Web analytic tools and HTML validators, provide data on a website and its visitors and allow the success of a website to be measured. They range from simple traffic counters to tools that work with log files and to more sophisticated tools that are based on page tagging (putting JavaScript or an image on a page to track actions). These tools can deliver conversion-related information. There are three major tools used by EBSCO: (a) log file analyzing tool: WebTrends by NetiQ; (b) tag-based analytic tool: WebSideStory's Hitbox; and (c) transaction-based tool: TeaLeaf RealiTea. Validators check the invisible parts of websites, highlighting potential problems and many usability issues and ensuring websites meet W3C code standards. Try to use more than one HTML validator or spider simulator because each one tests, highlights, and reports on slightly different aspects of your website. 4.Whois tools reveal the owners of various websites, and can provide valuable information relating to copyright and trademark issues.
5.Google Mobile-Friendly Website Checker: This test will analyze a URL and report if the page has a mobile-friendly design. More Search Marketing Resources For educational search, social and digital marketing workshops and sessions, attend one of our SMX: Search Marketing Expo conferences. Our research arm and webinar site Digital Marketing Depot, also has SEM presentations available on demand, to anyone, for free. Get Search Marketing News & Advice Delivered To Your Inbox Subscribe to our daily SearchCap and newsletters to get the latest search marketing news from our reporting team and from Search Engine Land, Marketing Land and other trusted sources all over the web.
