Search Engine Marketing (SEM)

All the actvities designed to improve search referrals to a Web site using either organic or paid search.Search engine marketing is also known as search marketing.

A BRIEF HISTORY OF WEB SEARCH-PART 1

Search tecnology predates the Web by more than 20 years; after all, computers were first used to catalog documents and retrieve them in 1960s. But although search technology grew to handle databases of thousands and later millions of documents within large organizations, nothing prepared the search industry for the size of the Word Wide Web. For the first time, billions of documents could be include in a single search, and search technology was not initially up to the task.

Organic search results and Paid search results

Every day, all around the world, millions of people use search engines to find content on the Internet. Search engines are web-based programs which index the web and allow people to find what they are looking for. “Search” or “search marketing” is often used to refer to the industry that has built up around search engines. Google, Yahoo! and Microsoft’s Bing are all well-known search engines. Google is the largest player globally, though dominance varies by region and is under threat from new players to the market. Based on data accessed in July 2011 Google has 85.72% of the search market globally.

When we talk “search”, we refer to two different kinds of results:

Organic search results

Organic search results are the primary product of a search engine. These results are the listings generally found on the left hand side on the search engine results pages (SERPs). They are not influenced by financial payment and are therefore also called natural search results. Organic search results need to be consistently reliable to attract (and keep) users. Google’s growth and success as a search engine can be directly linked to its superior search algorithm which returns highly relevant organic results.

Paid search results

Paid search, also known as Pay per Click (PPC) advertising, involves the displaying of sponsored results alongside the organic results. Advertisers bid for placement, and pay the search engine when their advert is clicked on.

For more information go to WebSearchEngineMarketing.net.

Search Engine Optimization Service

Search Engine Optimization Service

Search Engine Submission Service

Since search engines change their ranking criteria constantly,it is very important that you stay up-to-date on the latest advancements in search engine technology.Not knowing what a search engine is using to rank the sites in its index could seriously hinder the success of your search engine submission.

Many things factor into receiving high search engine rankings-such as an effective Web site design,proper meta-tags,keyword prominence throughout the site, page titles,Alt-tags,headers,and, most important,link popularity. Many of the major search engines are now using link popularity-that is,the number of incoming links to you site-as one of their ranking criteria.

Methods used by Search Marketing

The main methods used for achieving the goals of Search marketing are Search Engine Optimization (for organic listings), Bid Management (for paid listings) and Web Analytics (for both types of listings).

Search Engine Optimization is about changing the HTML code of your pages and the structure of your site in such a way that when an SE robot reads the site, it can understand that the pages have valuable content related to your keywords, and then rank them high. SEO also tells about ways to increase your link popularity - the number of links from other high-ranked pages to your site. This is important because most search engines consider your link popularity a vital ranking factor.

Bid Management is about controlling bids, i.e. the amount of money you spend maintaining your visibility in the sponsored listings. Usually you try to detect the best converting keywords and keyword groups, in order to increase bids on them; as well as decrease or take off bids on keywords that don't break even. Attention also should be paid to leveraging your paid and organic listings, so to spend less on paid advertising campaigns when you get enough traffic from natural results, and invest in paid advertising when an algorithm changes or strong competitors force you out from the top positions in the organic listings.

Web Analytics is about getting, analyzing and using the information about your visitors, their details, their behavior on your site, the ways they have found your site, the efficiency of referrers and advertising, conversion rates, and, together with all that, eCommerce information.

The following are the main goals of Search Engine Marketing:

1. Improve Web visibility and get as much traffic as possible.
2. Improve traffic quality: get high rankings for exactly those keywords that bring visitors with the best conversion rate.
3. Decrease expenditures by switching off advertising for underperforming keywords.

What it is Internet Marketing?

Internet marketing means the use of the Internet to advertise and sell goods and services. It includes Banner and Text Advertising, Social Media Marketing, Email Marketing, Interactive Advertising, Affiliate Marketing and Search Engine Marketing (including Search Engine Optimization and Pay-Per-Click Advertising).