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Search Engine Marketing (SEM)


The term Search Engine Marketing (SEM) refers to a type of internet marketing where websites promote themselves in the hopes of improving their visibility in search engines listings and results pages. The higher a website is in the search results the higher the number of visitors the website should in theory receive. Search Engine Marketing covers both free Search Engine Optimization and paid search advertising.

By using SEM tools such as keyword analysis and research tools, paid for advertising, social media marketing and web analytics to position your website within search engines you will be able to achieve maximum exposure for your site, which should in turn result in higher visitor traffic.

Paid Search Marketing

Pay-per-click (PPC) advertising and Cost-per-click (CPC) advertising is the process of gaining traffic to your website through purchasing ads on search engines. Advertisers will select keywords that are relevant to their website or product and create ads using keyword phrases. They will then determine how much they are willing or able to spend for each click through that they receive. Generally speaking advertisers with the highest budget per pay-per-click term will be listed first on the search engine results page.

One of the benefits of PPC advertising is that instead of waiting for your website to gain visibility in search engines naturally you can gain almost instant traffic and visitors to your site. Once the budget you set for the PPC terms is depleted it will then be switched off. Another benefit is that you can easily track how effective a PPC campaign is.

Social Media Marketing

Another element of Search Engine Marketing is Social Media Marketing (SMM) which refers to a type of marketing that uses social media to increase awareness of certain products, websites or services by influencing consumers via social media platforms.

There are four main Search Engine Marketing tools which include:

Keyword Research and Analysis Tools

This is the process of researching the most popular and relevant key terms and phrases for a product or website and using those keywords and phrases in a way that will generate the most visitors and traffic to you site.

Web Analytic Tools

These can assist in measuring your sites success and can include simple traffic counters, HTML validators and spider simulators.

Website Saturation and Popularity Tools

These will show the number of times your website is linked to by other important and relevant sites which will give an indication as to the popularity of your website.

Who Is Tools

These will show you who operates and owns specific websites and provide useful and valuable information.

By researching and deploying a well-organized and efficient SEM and SEO plan you will increase your sites visibility on the Internet. It is essential to monitor and update your Search Engine Marketing plan regularly to ensure you are getting the most from the various tools or PPC ad campaigns you have implemented.

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