Search engine marketing also known as SEM, is a simple form of internet marketing which helps in the promotion of a particular website or websites by increasing their visibility in search engine results pages [SERPs]. This is mainly done through paid advertising. It is nothing but the paid listing of web sites. SEM is associated with the researching, submitting and positioning of a website within various search engines to help achieve maximum visibility. Briefly, SEM is a simple process done to gain market online by purchasing ads on search engines like Google, Bing or Yahoo.
During the mid to late 1990’s the number of sites increased on the web, search engine then started appearing to help individuals to find information swiftly and easily. Search engines began to develop business models to finance their services, for instance, pay per click programs offered by open text in the year 1996 and the goto.com in the year 1998. Talking specifically about goto.com which changed its name to overture in the year 2001, was purchased by Yahoo! In 2003. It currently offers paid search opportunities for advertisers through Yahoo! Search marketing. Later Google also began to offer advertisements on search result pages in the year 2000 through Google Ad works program. Reports taken down in the year 2006 clearly state that SEM was growing at a much faster rate than the traditional advertising and even other channels of online marketing. The latest reports from October 2016 state that Google leads the global search engine market followed by Bing coming in second and Yahoo coming in third. These reports of global search engines are based on the percentage of shares that each of them holds globally.
Firstly, choosing the right keyword. One must select relevant phases and keywords related to their business, keeping in mind the keyword that are frequently searched by their target customers. One must employ a keyword research tool to compile a list of highly searched terms. Secondly, optimizing the content of the website. The structure of the website must be focused on, it must be kept simple and to the point. Crisp, clear and correct content that can retain user’s attention. Thirdly, adding links of good quality to your website. Lastly, managing paid search advertises and measuring the success of those advertises. Knowing how well you performed in the past is essential. SEARCH ENGINE MARKETING.
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