Search Engine Marketing | SEO Secrets Los Angeles CA

Search Engine Marketing

Search engine marketing (SEM) is the process of gaining traffic and visibility from different search engines  through paid and unpaid  methods. It also helps to improve  website or webpage ranking. Search engine marketing is a form of internet marketing that involves the promotion of websites by increasing their visibility on search engine result pages through paid advertising.  SEM may incorporate search engine optimization (SEO)  which adjusts or rewrites website content  to achieve higher ranking in search engine result pages and thus enhances the pay-per-click (PPC) listing. The largest search engine marketing vendors are Google, Bing and Yahoo.  Although the basics of pay-per-click advertising are simple, managing a successful paid search account can be anything but. Many advertisers simply cannot devote the time and effort required to stay abreast of developments to their platform and many are missing valuable opportunities to grow their business through PPC.  As of 2006, SEM was growing much faster than traditional advertising and even other channels of online marketing. Managing search campaigns is either done directly with a SEM vendor or through an SEM-tool provider. It may also be self-serve or through an advertising agency.

As the number of sites on the Web increased in the mid-to-late 1990s, search engines started appearing to help people find information quickly. Search engines developed business models to finance their services, such as pay per click programs offered by Open Text  in 1996 and then Goto.com  in 1998. Goto.com later changed its name  to Overture in 2001, was purchased by Yahoo! in 2003, and now offers paid search opportunities for advertisers through Yahoo! Search Marketing. Google also began to offer advertisements on search results pages in 2000 through the Google Ad Words program. By 2007, pay-per-click programs proved to be primary moneymakers for search engines. In a market dominated by Google, in 2009 Yahoo! and Microsoft announced the intention to forge an alliance. The Yahoo! & Microsoft Search Alliance eventually received approval from regulators in the US and Europe in February.

Searchengine 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 in 2001 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.

There are different methods used by  search engine  optimization such as  Keyword search.Keyword search and analysis involves three steps: a.) ensuring the site can be indexed in the search engines, b.) finding the most relevant and popular keywords for the site and its products, and c.) using those keywords on the site in a way that will generate and convert traffic. A follow-on effect of keyword analysis and research is the search perception impact. Search perception impact describes the identified impact of a brand's search results on consumer perception, including title and meta tags, site indexing, and keyword focus. As online searching is often the first step for potential consumers/customers, the search perception impact shapes the brand impression for each individual.

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