• Search engine marketing is the promotion of websites by boosting their visibility in the results of search engines. It is a form of marketing on the internet that uses optimization and advertising. 
  • Search Engine Marketing utilizes writing in Search Engine Optimization to achieve higher ranking. 
  • It may also use pay-per-click listings. With the large volume of websites that there are, you need search engines to help you filter information quickly and present it to you. 
  • The main search engines receive a lot of traffic daily and you want that traffic to, be diverted to your website or blog.
  • The major players in the SEM arena are Google AdWords, Baidu and Bing Ads. These absorbed, about $19.51 billion in the year 2012 from North American advertisers alone. 
  • SEM is the fastest growing marketing channel with a growth rate that exceeds that of traditional marketing channels. 
  • The management of SEM is done using direct management via SEM vendors or optionally through a provider of SEM tools. The third option is using self-service in an advertising agency.
  • SEO has expanded to be the primary help for businesses to use the unique opportunities in advertising offered by search engines. New agencies that focus on marketing and search engine advertisement have emerged.
  •  They submit their sites to directories and then develop online strategies that businesses, individuals and organizations can use to advertise. They use several key methods to achieve this
Keyword research and analysis
  • This involves three steps. The first is to ensure that the search engines can index the site. Next is finding the relevant keywords that are popular and using those keywords on the site itself in a manner that they will generate traffic to the site.
  • Website popularity and saturation: This is basically how much your website is present on search engines. Statistics show that few users go past the first page of results on the search engine results and those that do will not go past the second page. 
  • You want to make sure that your website appears on the first page and preferably amongst the first results. 
  • Back linking is a trick that is used since engines prioritize the websites that have many back links to them. your page should also have the keywords that people are searching for. 
  • Haphazard arrangement of these keywords should be avoided as well as stuffing the content with keywords. Write content that contains the keywords in a natural manner and let them flow and blend in with the other material.
1. Back End tools 
  • As well as internet analysis tools and HTML code validators. These offer information on a web site and its guests and permit the website’s success to be evaluated. they may vary from simple counters for traffic to those that use log files. 
  • There are others that deliver data that is based on the conversion to and page tagging. It is advisable to use several different code validators since each checks different aspects of your website.
2. Using who-is-tools 
  • These are tools that show you the owners of websites and their affiliated online projects. These tools help you with valuable information that helps you know about trademarks and issues relating to copyrights.
3. Paid inclusion
  • Paid inclusion is where a search engine charges money for a website to be included in search results. This is also called sponsored listing. The paid inclusions are listed in a separate area by most engines or put together with the others in the main results area. 
  • The payment affords a filter to prevent superfluous material from appearing on results and helps the engine companies generate revenue. On the other hand, it has been argued that this is unfair since the financially well-off websites get to hog the show. 
  • It is advisable to combine good optimization and getting a piece of the paid-for action.
  • SEO and SEM work hand in hand. A well optimized website has content that is easily searchable and is relevant to the internet users.
4.The Importance of Quality Score in SEM
  • Given that Google AdWords’ Quality Score comprises half of the ad rank formula, it is one of the most crucial metrics search engine marketers can focus on. 
  • High Quality Scores can help you achieve better ad position at lower costs, because Google favors ads that are highly relevant to user queries.

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