Search engine marketing (SEM) is a form of [2]

Contents

[edit] Market

In 2008, North American advertisers spent US$13.5 billion on search engine marketing. The largest SEM vendors were [3] Because of the complex technology, a secondary ‘search marketing agency’ market has evolved. Some marketers have difficulty understanding the intricacies of search engine marketing and choose to rely on third party agencies to manage their search marketing.

[edit] History

As the number of sites on the Web increased in the mid-to-late 90s, [8]

Search engine optimization consultants expanded their offerings to help businesses learn about and use the advertising opportunities offered by search engines, and new agencies focusing primarily upon marketing and advertising through search engines emerged. The term “Search Engine Marketing” was proposed by Danny Sullivan in 2001[9] to cover the spectrum of activities involved in performing SEO, managing paid listings at the search engines, submitting sites to directories, and developing online marketing strategies for businesses, organizations, and individuals.

[edit] Methods and metrics

There are four categories of methods and metrics used to optimize websites through search engine marketing.[12]

  1. Keyword research and analysis involves three “steps:” ensuring 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 generate and convert traffic.
  2. Website saturation and popularity, how much presence a website has on search engines, can be analyzed through the number of pages of the site that are indexed on 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 followings 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.[11]
  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[10] 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 programs WebSideStory’s Hitbox; (c) transaction-based tool: TeaLeaf RealiTea. Validators check the invisible parts of websites, highlighting potential problems and many usability issues ensure websites meets W3C code standards. Try to use more than one HTML validator or spider simulator because each 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.[12]

[edit]

Paid inclusion involves a Google.

The fee structure is both a filter against superfluous submissions and a revenue generator. Typically, the fee covers an annual subscription for one webpage, which will automatically be catalogued on a regular basis. However, some companies are experimenting with non-subscription based fee structures where purchased listings are displayed permanently. A per-click fee may also apply. Each search engine is different. Some sites allow only paid inclusion, although these have had little success. More frequently, many search engines, like [15]), do not let webmasters pay to be in their search engine listing (advertisements are shown separately and labeled as such).

Some detractors of paid inclusion allege that it causes searches to return results based more on the end-users.

Often the line between pay per click advertising and paid inclusion is debatable. Some have lobbied for any paid listings to be labeled as an advertisement, while defenders insist they are not actually ads since the webmasters do not control the content of the listing, its ranking, or even whether it is shown to any users. Another advantage of paid inclusion is that it allows site owners to specify particular schedules for crawling pages. In the general case, one has no control as to when their page will be crawled or added to a search engine index. Paid inclusion proves to be particularly useful for cases where pages are dynamically generated and frequently modified.

Paid inclusion is a search engine marketing method in itself, but also a tool of search engine optimization, since experts and firms can test out different approaches to improving ranking, and see the results often within a couple of days, instead of waiting weeks or months. Knowledge gained this way can be used to optimize other web pages, without paying the search engine company.

[edit] Comparison with SEO

SEM is the wider discipline that incorporates SEO. SEM includes both paid search results (Using tools like Google Adwords or Microsoft adCenter) and organic search results (SEO). SEM uses paid advertising with Bing Ads, pay per click (particularly beneficial for local providers as it enables potential consumers to contact a company directly with one click), article submissions, advertising and making sure SEO has been done. A keyword analysis is performed for both SEO and SEM, but not necessarily at the same time. SEM and SEO both need to be monitored and updated frequently to reflect evolving best practices.

In some contexts, the term SEM is used exclusively to mean pay per click advertising,[2] particularly in the commercial advertising and marketing communities which have a vested interest in this narrow definition. Such usage excludes the wider search marketing community that is engaged in other forms of SEM such as search engine optimization and search retargeting.

Another part of SEM is social media marketing (SMM). SMM is a type of marketing that involves exploiting social media to influence consumers that one company’s products and/or services are valuable.[16] Some of the latest theoretical advances include search engine marketing management (SEMM). SEMM relates to activities including SEO but focuses on return on investment (ROI) management instead of relevant traffic building (as is the case of mainstream SEO). SEMM also integrates organic SEO, trying to achieve top ranking without using paid means of achieving top in search engines, and pay per click SEO. For example some of the attention is placed on the web page layout design and how content and information is displayed to the website visitor.

[edit] Ethical questions

Paid search advertising has not been without controversy, and the issue of how search engines present advertising on their search result pages has been the target of a series of studies and reportsRalph Nader.

Another ethical controversy associated with search marketing has been the issue of [22]

At the end of February 2011 many started to see that Google has started to penalize companies that are buying links for the purpose of passing off the rank. SEM has, however, nothing to do with link buying and focuses on organic PPC management.

[edit] Examples

AdWords is recognised as a web-based advertising utensil since it adopts keywords which can deliver adverts explicitly to web users looking for information in respect to a certain product or service. This project is highly practical for advertisers as the project hinges on cost per click (CPC) pricing, thus the payment of the service only applies if their advert has been clicked on. SEM companies have embarked on AdWords projects as a way to publicize their SEM and SEO services. This promotion has helped their business elaborate, offering added value to consumers who endeavor to employ AdWords for promoting their products and services. One of the most successful approaches to the strategy of this project was to focus on making sure that PPC advertising funds were prudently invested. Moreover, SEM companies have described AdWords as a fine practical tool for increasing a consumer’s investment earnings on Internet advertising. The use of conversion tracking and Google Analytics tools was deemed to be practical for presenting to clients the performance of their canvass from click to conversion. AdWords project has enabled SEM companies to train their clients on the utensil and delivers better performance to the canvass. The assistance of AdWord canvass could contribute to the huge success in the growth of web traffic for a number of its consumer’s website, by as much as 250% in only nine months.[23]

Another way search engine marketing is managed is by contextual advertising. Here marketers place ads on other sites or portals that carry information relevant to their products so that the ads jump into the circle of vision of browsers who are seeking information from those sites. A successful SEM plan is the approach to capture the relationships amongst information searchers, businesses, and search engines. Search engines were not important to some industries in the past but over the past years, the use of search engines for accessing information has become vital to increase business opportunities.[24] This could enhance the relationship amongst information searchers, businesses, and search engines by understanding the strategies of marketing to attract business.

[edit] See also

Search engines with SEM programs

[edit] References

  1. ^ http://searchengineland.com/070208-095009.php. Retrieved 2007-06-07.
  2. ^ http://searchengineland.com/does-sem-seo-cpc-still-add-up-37297. Retrieved 2010-03-05.
  3. ^ Elliott, Stuart (March 14, 2006). “More Agencies Investing in Marketing With a Click”. New York Times. http://www.nytimes.com/2006/03/14/business/media/14adco.html?ex=1299992400&en=6fcd30b948dd1312&ei=5088. Retrieved 2007-06-07.
  4. ^ “Engine sells results, draws fire”. news.com.com. June 21, 1996. http://news.com.com/2100-1023-215491.html. Retrieved 2007-06-09.
  5. ^ “GoTo Sells Positions”. searchenginewatch.com. March 3, 1998. http://searchenginewatch.com/showPage.html?page=2165971. Retrieved 2007-06-09.
  6. ^ “GoTo gambles with new name”. news.com.com. September 10, 2001. http://news.com.com/GoTo+gambles+with+new+name/2100-1023_3-272795.html. Retrieved 2007-06-09.
  7. ^ Jansen, B. J. (May 2007). “The Comparative Effectiveness of Sponsored and Nonsponsored Links for Web E-commerce Queries” (PDF). ACM Transactions on the Web,. http://ist.psu.edu/faculty_pages/jjansen/academic/pubs/jansen_tweb_sponsored_links.pdf. Retrieved 2007-06-09.
  8. ^ “Microsoft-Yahoo Deal Gets Green Light”. informationweek.com. February 18, 2010. http://www.informationweek.com/news/windows/microsoft_news/showArticle.jhtml?articleID=223000099. Retrieved 2010-07-15.
  9. ^ “Congratulations! You’re A Search Engine Marketer!”. searchenginewatch.com. November 5, 2001. http://searchenginewatch.com/showPage.html?page=2164351. Retrieved 2007-06-09.
  10. ^ http://findarticles.com/p/articles/mi_m0FWE/is_7_9/ai_n14889940/. Retrieved 2011-03-21.
  11. ^ http://findarticles.com/p/articles/mi_m0FWE/is_10_9/ai_n15890934/?tag=content;col1. Retrieved 2011-03-21.
  12. ^ http://findarticles.com/p/articles/mi_m0FWE/is_11_9/ai_n15966835/?tag=content;col. Retrieved 2011-03-21.
  13. ^ Zawodny, Jeremy (2004-03-01). “Defending Paid Inclusions”. http://jeremy.zawodny.com/blog/archives/001671.html.
  14. ^ Ulbrich, Chris (2004-07-06). “Paid Inclusion Losing Charm?”. Wired News. http://www.wired.com/news/business/0,1367,64092,00.html?tw=wn_tophead_1.
  15. http://about.ask.com/en/docs/about/webmasters.shtml#18. Retrieved 2008-12-19.
  16. ^ Susan Ward (2011). “Social Media Marketing”. About.com. http://sbinfocanada.about.com/od/socialmedia/g/socmedmarketing.htm. Retrieved 2011-04-22.
  17. ^ “False Oracles: Consumer Reaction to Learning the Truth About How Search Engines Work (Abstract)”. consumerwebwatch.org. June 30, 2003. http://www.consumerwebwatch.org/dynamic/search-report-false-oracles-abstract.cfm. Retrieved 2007-06-09.
  18. ^ “Searching for Disclosure: How Search Engines Alert Consumers to the Presence of Advertising in Search Results”. consumerwebwatch.org. November 8, 2004. http://www.consumerwebwatch.org/dynamic/search-report-disclosure-abstract.cfm. Retrieved 2007-06-09.
  19. ^ “Still in Search of Disclosure: Re-evaluating How Search Engines Explain the Presence of Advertising in Search Results”. consumerwebwatch.org. June 9, 2005. http://www.consumerwebwatch.org/dynamic/search-report-disclosure-update-abstract.cfm. Retrieved 2007-06-09.
  20. ^ “Re: Complaint Requesting Investigation of Various Internet Search Engine Companies for Paid Placement or (Pay per click)”. ftc.gov. June 22, 2002. http://www.ftc.gov/os/closings/staff/commercialalertletter.shtm. Retrieved 2007-06-09.
  21. ^ “Update to U.S. ad text trademark policy”. adwords.blogspot.com. May 14, 2009. http://adwords.blogspot.com/2009/05/update-to-us-ad-text-trademark-policy.html. Retrieved 2010-07-15.
  22. ^ Rosso, Mark; Jansen, Bernard (Jim) (August 2010), “Brand Names as Keywords in Sponsored Search Advertising”, Communications of the Association for Information Systems 27 (1): 81–98, http://aisel.aisnet.org/cais/vol27/iss1/6
  23. ^ “Google Adwords Case Study”. AccuraCast. 2007. http://www.accuracast.com/images/case-google.pdf. Retrieved 2011-03-30.
  24. ^ http://www.informaworld.com/index/929886653.pdf. Retrieved 2011-04-22.

This article uses material from the Wikipedia article Search Engine Marketing, which is released under the Creative Commons Attribution-Share-Alike License 3.0.

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Questions and Answers Related To Search Engine Marketing

Search engine optimization tips and tricks?

[Q] – I need some search engine optimization tips and tricks    

[A]

1. Do a keyword re[QUESTION TITLE]search with Google Keyword Tool (search this on google and it’s the first result)
2. Find 4-5 long-tail-keywords (2-3 words long)
3. Create one post/page for every keyword, the article must be UNIQUE and at least 400 words long. Put the keyword in: the link name, the title, H1, H2, H3 tags, start the article with your keyword, put your keyword in bold/italic, end the article with your keyword and use you keyword as an anchor text to link to another article of yours.
4. Find website related to your niche and post valuable comments there and put a link to your website in the “Website form”
5. If you have an RSS Feed for your website, you can purchase a list of 300+ commentluv enabled websites, this is a WordPress Plugin that will detect your latest post/latest 10 posts and will add a link to it if your comment will be approved. Here’s the link: http://fiverr.com/mitzaswim/give-you-an-active-list-of-146-commentluv-enabled-websites
6. Submit your site to different article directories like: goarticle, ezinearticles, knol, hubpages, squidoo and so on.
7. Creat a video for every post and submit it to Youtube and try to make some views/comments/likes/favorites to it. I found a service that will do this for you very cheap: http://fiverr.com/mitzaswim/give-you-100-real-youtube-subscribers-and-50-comments-and-likes-to-your-video
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8. Find .edu blogs and website to leave comment on in order to create high value backlinks because search engines love this links. Here’s a resource for you:
http://www.etsy.com/listing/86459750/get-100-edu-backlinks-to-skyrocket-your

This should give a great boost to your website and if you keep doing this for every post and even go deeper you’ll hit the first page of google in a few weeks/months.
Ps: don’t forget to ping the links where you left comments in order to get them indexed faster by search engines. Here’s a resource: pingfarm.com
Good luck!

[A] – I am providing you 6 most essential SEO tips.

1. Make SEO-friendly URLs. Use keywords in your URLs and file names, such as http://itearn.com/how-to-improve-alexa-ranking .
2. Use a unique and relevant title and meta description on every page. The page title is the single most important on-page SEO factor.
To get full 6 tips visit
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Articles Related To Search Engine Marketing

Once the website is designed and developed, you also need some online promotion so that the website is more visible to Internet users. There are different ways of doing this. You can attract visitors through search engine results, advertisements, social media sites etc. There are different types of services available and you can research more about each o them once your website is ready. Search engine marketingis an important service that you may want to avail. There are many options under this service too but it mainly comes down to AdWords.

http://ezinearticles.com/%3FSearch-Engine-Marketing-Is-A-Great-Way-To-Increase-Profits%26id%3D7386852

But there are actually a lot of tools that you may consider and one of these is having a clear understanding about SEO and how you can fuse it with other proven effective online money making tools and tactics. Search engine marketingrefers to the process of getting traffic from different search engines. It is sometimes called “search marketing.”

http://ezinearticles.com/%3FUnderstanding-Search-Engine-Marketing:-Practical-Method-in-Earning-Money-Online%26id%3D7390639

PPC is the powerful internet marketing tool which increases the return on investment and in generating quick money. The PPC management service includes periodic account review conference calls to ensure that the customized service is working. PPC management services have become a must in search engine marketingstrategy as they deliver a fast result in promoting products and services and generating leads and traffic. There are no errors and trials in PPC service, the services should be managed professionally and skillfully then only the PPC campaign will be successful. All the PPC management company follow cost effective campaign and a step to step strategy as a rush will lead to error in the track and give a failed campaign. Some of the services offered by the PPC management company are intense keyword research, keyword analysis and grouping, monthly detailed pay per click campaign analysis, efficient budget management, landing page specification and optimization and a lot more. The management company analyze the market for you, they keep an up to date terms in the online business industry. They also keep an eye on the keyword research for you and ensure that your return on investments is increasing.

http://ezinearticles.com/%3FEssentials-of-PPC-Campaign-Management-Services%26id%3D7381019

 

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