Search engine marketing ( SEM ) is a form of Internet marketing that involves website promotion by increasing their visibility on search engine results pages (SERPs) primarily through paid advertising. SEM may include search engine optimization (SEO), which customize or rewrite website content and site architecture to achieve higher rankings in search engine result pages to increase pay per click (PPC) listings.
Video Search engine marketing
Market
In 2007, US advertisers spent US $ 24.6 billion on search engine marketing. In Q2 2015, Google (73.7%) and Yahoo/Bing partnerships (26.3%) accounted for nearly 100% of US search engine spend. In 2006, SEM grew much faster than traditional advertising and even other online marketing channels. Managing search campaigns is done directly with SEM vendors or through SEM tool providers. It can also serve oneself or through an advertising agency. In October 2016, Google led the global search engine market with a market share of 89.3%. Bing ranked second with 4.36% market share, Yahoo ranked third with 3.3% market share, and Chinese search engine Baidu is fourth globally with a share of around 0.68%.
Maps Search engine marketing
History
As the number of sites on the Web increased in the mid to late 1990s, search engines began appearing to help people find information quickly. Search engines developed a business model to finance their services, such as the pay per click program offered by Open Text in 1996 and then Goto.com in 1998. Goto.com was later renamed Overture in 2001, purchased by Yahoo! in 2003, and now offers paid search opportunities for advertisers through Yahoo! Search Marketing. Google also began offering ads on search results pages in 2000 through the Google AdWords program. In 2007, pay-per-click programs proved to be a major moneymaker for search engines. In a market dominated by Google, in 2009 Yahoo! and Microsoft announced its intention to form an alliance. The Yahoo! & amp; Microsoft Search Alliance finally received approval from regulators in the US and Europe in February 2010.
Search engine optimization consultants expand their offerings to help businesses learn and use the advertising opportunities offered by search engines, and new agencies focused primarily on marketing and advertising through search engines appear. The term "search engine marketing" was popularized by Danny Sullivan in 2001 to cover the spectrum of activities involved in doing SEO, managing paid listings in search engines, submitting sites to directories, and developing online marketing strategies for businesses, organizations and individuals..
Methods and metrics
Search engine marketing uses at least five methods and metrics to optimize a website.
- Keyword research and analysis involves three "steps": making sure the site can be indexed in 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 result and convert traffic. The continued effect of keyword analysis and research is the impact of search perception. Search impact perceptions reflect the identified impact of brand search results on consumer perceptions, including title and meta tags, site indexing, and keyword focus. Since online searching is often the first step for potential customers/customers, the impact of search perception forms the brand image for each individual.
- The saturation and popularity of your website, or how much your website is in search engines, can be analyzed through the number of pages your site is indexing by search engines (saturation) and how many backlinks your site (popularity) has. This takes a page to load the keywords people search for and ensures that they have a high enough ranking in the search engine rankings. Most search engines include some form of link popularity in their ranking algorithms. Here are the main tools that measure different aspects of link saturation and popularity: Link Popularity, Top 10 Google Analytics, and Marketleap Link Popularity and Search Engine Genesis.
- The end tools, including Web analytics tools and HTML validators, provide data on websites and their visitors and enable website success to be measured. Starting from simple traffic counters to tools that work with log files and more sophisticated tools based on tagging pages (placing JavaScript or images on the page to track actions). These tools can provide conversion-related information. There are three main tools used by EBSCO: (a) log file analysis tools: WebTrends by NetiQ; (b) tag-based analytics tools: WebSideStory's Hitbox; and (c) transaction-based tools: TeaLeaf RealiTea. The validator examines the parts of the invisible website, highlighting potential problems and many usability issues and ensuring the website meets W3C code standards. Try using more than one HTML validator or spider simulator because each test, highlight, and report on a slightly different aspect of your website.
- The Whois tool reveals the owner of various websites and can provide valuable information regarding copyright and trademark issues.
- Checking Google Mobile Website: This test will analyze the URL and report if the page has a mobile-friendly design.
Search engine marketing is a way to create and edit websites that are comparable to search engines than to other pages. It should also be focused on keyword marketing or pay per click advertising (PPC). This technology allows advertisers to bid on certain keywords or phrases and make sure they show up with search engine results.
With the development of this system, prices are growing below the level of high competition. Many advertisers prefer to expand their activity, including improving search engines and adding more keywords. The more advertisers willing to pay for clicks, the higher the ranking for ads, leading to higher traffic. PPC comes at a cost. A higher position is likely to cost $ 5 for a particular keyword, and $ 4.50 for a third location. Third advertisers make 10% less than top advertisers, while reducing traffic by 50%. Investors should consider the return on their investment and then determine whether the increase in traffic is worth the increase.
There are many reasons that explain why advertisers choose SEM strategies. First, create a SEM account is easy and can build traffic quickly based on the level of competition. Buyers who use search engines to search for information tend to believe and focus on the links shown on the results page. However, a large number of online sellers do not buy search engine optimization to get a list of higher ranking search results, but prefer paid links. More and more online publishers are allowing search engines like Google to crawl the content on their pages and place relevant ads in them. From an online seller's point of view, this is an extension of the payment settlement and additional incentives to invest in a paid advertising project. Advertisers with limited advertising budgets are almost impossible to maintain the highest ranking in an increasingly competitive search market. Therefore, it is difficult to enter the market without a large advertising budget for top search terms. Google search engine marketing is one of the western marketing leaders while marketing its search engine is the biggest source of profits. Their search engine providers are clearly ahead of yahoo! and Microsoft. The display of unknown search results is free, while advertisers are willing to pay for each ad click in sponsored search results.
Paid participation
Paid inclusions involve search engine companies that charge for the inclusion of websites on their results pages. Also known as sponsored listings, paid inclusion products are provided by most search engine companies in either the main results area or as an identifiable ad area.
The cost structure is a filter against unnecessary shipments and revenue generators. Typically, this fee includes an annual subscription for a single web page, which will automatically be regularly cataloged. However, some companies are experimenting with a non-subscription fee-based structure in which a purchase list is permanently displayed. Cost per click also applies. Each search engine is different. Some sites only allow paid inclusion, though this only works. More often, many search engines, such as Yahoo !, mix paid inclusion (per-page and per-click costs) with web crawling results. Others, like Google (and in 2006, Ask.com), do not let webmasters pay to be included in their search engine listings (ads are shown separately and labeled as such).
Some paid inclusion critics allege that it causes the search to return results based more on the economic position of the website's interests, and less on the relevance of the site to the end user.
Often the line between pay-per-click advertising and paid inclusion is debatable. Some people have lobbied for each paid listing to be labeled as an ad, while defenders insist that they are not actually ads because the webmaster does not control the listing content, its rank, or even whether it is displayed to any users. Another advantage of paid inclusion is that it allows site owners to specify a specific schedule for crawling a page. In the general case, a person has no control when their page will be crawled or added to the search engine index. Paid inclusion proves to be very useful for cases where pages are created dynamically and are often modified.
Paid inclusion is a search engine marketing method itself, but also a search engine optimization tool, as experts and companies can test different approaches to improve rankings and see results often in a few days rather than waiting weeks or months. Knowledge gained in this way can be used to optimize other web pages, without paying for search engine companies.
Comparison with SEO
SEM is a wider discipline that incorporates SEO. SEM includes paid search results (using tools like Google Adwords or Bing Ads, formerly known as Microsoft adCenter) and organic search results (SEO). SEM uses paid advertisements with AdWords or Bing Ads, pay-per-click (mainly beneficial to local providers as it allows potential customers to contact companies directly with a single click), article submissions, ads, and making sure SEO is done. Keyword analysis is done for SEO and SEM, but not necessarily at the same time. SEM and SEO both need to be monitored and updated on a regular basis to reflect evolving best practices.
In some contexts, the term SEM is used exclusively to mean pay per click advertising , especially in commercial advertising and marketing communities that have an interest in this narrow definition. Such use excludes the broader search marketing community involved in other forms of SEM like search engine optimization and search re-targeting.
Creating a relationship between SEO and PPC is an integral part of the SEM concept. Sometimes, especially when separate teams work on SEO and PPC and efforts are not synchronized, positive results from aligning their strategies can be lost. The goal of both SEO and PPC is to maximize visibility in search and thus, their actions to achieve it must be centrally coordinated. Both teams can benefit from setting common goals and joint metrics, evaluating shared data to determine future strategies or discuss which of the tools work better to get traffic for selected keywords in national and local search results. Thanks to this, search visibility can be improved as you optimize for conversions and costs.
Another part of SEM is social media marketing (SMM). SMM is a type of marketing that involves the use of social media to influence consumers that a company's products and/or services are valuable. Some of the latest theoretical advances include search engine marketing management (SEMM). SEMM deals with activities including SEO but focuses on return on investment (ROI) management instead of building relevant traffic (just like mainstream SEO). SEMM also integrates organic SEO, striving to achieve top rankings without using paid to achieve it, and pay per click SEO. For example, some attention is placed on the layout design of web pages and how content and information are displayed to website visitors. SEO & amp; SEM is the two pillars of a marketing job and both go side by side to produce far better results than focusing on just one pillar.
Ethical questions
Paid search ads are not without controversy and the issue of how search engines serve ads on their search results pages has been the target of a series of studies and reports by WebWatch's Consumer Reports. The Federal Trade Commission (FTC) also issued a letter in 2002 about the importance of paid advertisement disclosures on search engines, in response to complaints from Commercial Alert, a consumer advocacy group linked to Ralph Nader.
Another ethical controversy related to search marketing has been a matter of trademark infringement. The debate over whether a third party should have the right to bid on behalf of a competitor's brand has been going on for years. In 2009, Google changed their policies, which previously banned this tactic, allowing third parties to bid on branded terms as long as their landing pages actually provide information about trademarked terms. Although the policy has been changed, this continues to be a source of heated debate.
On April 24, 2012 many are starting to see that Google is starting to punish companies that buy links for the purpose of passing the rank. The Google Update is called Penguin. Since then, there have been several different Penguin/Panda updates launched by Google. SEM, however, has nothing to do with the purchase of links and focuses on organic SEO and PPC management. Since October 20, 2014 Google has released three official revisions of their Penguin Update.
In 2013, the Lonely Circuit Court of Appeal is held at Lens.com, Inc. v. 1-800 Contacts, Inc. that the online Lens.com contact lens retailer did not infringe trademarks when buying search advertising using CONTACTS 1800 CONTACTS trademarks recognized by the Australian government as keywords. In August 2016, the Federal Trade Commission filed an administrative complaint against 1-800 Contacts alleging, inter alia, that the practice of enforcing trademarks in search engine marketing spaces has stifled unfair competition in violation of the FTC Act. 1-800 Contacts have denied all errors and are scheduled to appear before an FTC administrative judge in April 2017.
Example
AdWords is recognized as a web-based advertising tool because it uses keywords that can explicitly serve ads to web users seeking information related to a particular product or service. It's flexible and provides customizable options like Ad Extensions, access to Non-Search sites, leveraging the Display network to help increase Brand Awareness. This project is very practical for advertisers because the project depends on the cost-per-click (CPC) pricing where you can set a maximum cost per day for the campaign, so payment services only apply if their ads have been clicked. SEM companies have started an AdWords project as a way to publicize their SEM and SEO services. This promotion has helped their business outline, offering added value to consumers who are trying to use AdWords to promote their products and services. One of the most successful approaches to this project strategy is to focus on ensuring that PPC advertising funds are invested with caution. In addition, SEM companies have described AdWords as a great practical tool for increasing consumer investment income on Internet advertising. The use of conversion tracking and Google Analytics tools is considered practical to present to clients their canvas performance from click through to conversion. The AdWords project has enabled SEM companies to train their clients in tooling and deliver better performance to the canvas. AdWords coach aids can contribute to the huge success of growing web traffic for a number of consumer websites, by as much as 250% in just nine months.
Another way search engine marketing is managed is with contextual advertising. Here marketers place ads on sites or other portals that carry information relevant to their products so that the ads jump into the browser vision circle looking for information from those sites. A successful SEM plan is an approach to capture the relationship between information seekers, businesses, and search engines. Search engines are not important to some industries in the past, but over the last few years the use of search engines to access information has become important to improve business opportunities. The use of SEM's strategic tools for businesses such as tourism can attract potential customers to see their products, but can also pose challenges. These challenges can be a competition facing companies among their industries and other sources of information that can attract the attention of online consumers. To help combat the challenge, the primary goal for businesses implementing SEMs is to upgrade and maintain their ranking as high as possible on SERPs so they can gain visibility. Therefore, search engines customize and develop algorithms and shift criteria in which web pages are sorted in sequence to combat the misuse of search engines and spam, and to provide the most relevant information to searchers. This can improve the relationship between information seekers, businesses, and search engines by understanding the marketing strategy to attract business.
See also
- Dynamic keyword insertion
- Internet Marketing
- Search engine reputation management
- Web marketing
- User intent
References
Source of the article : Wikipedia
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