Online Search Engine Marketing
SEM or online search engine marketing consists of Internet promotional strategies that aim at improving the business chances of websites on the electronic market.
The purpose of this type of marketing is to enhance web page visibility in search engine result pages, preferably by directly influencing the rankings in a positive way. The strategies that online search engine marketing resorts to are paid placement or PPC, advertising in context and paid inclusion. Although pay per click is related to search engine optimization, the two processes are different even if related to online search engine marketing in specific ways. According to the New York Times our term refers to paying in order to be listed in a search result.
Let’s see how online search engine marketing relates to each of the above mentioned techniques. First of all, there is pay per click or PPC – a sort of advertising carried out on advertising networks, search engines, blogs and all sorts of sites that display the ad and get paid whenever someone clicks on it. With search engines it is a little different because this time, online search engine marketing specialists need to select and bid on keywords that are most likely to be used by their target consumers. Pay per click advertising takes into consideration both the query of the web surfer and the keywords used by the advertiser to describe products and services.
Next comes contextual advertising as another product or method of online search engine marketing. To understand it better we have to imagine having a frame within another frame. This is explained by specialists as some type of advertising targeted at advertisements themselves. It means that there is a system that will identify keywords in the content of the web site accessed by the user and, starting from the keywords, only relevant ads that include those keywords will get displayed. So, based on the larger frame, we have another frame, that will actually present its content as the actual Internet site that you, as a potential consumer, are to get to eventually.
The last but not least important method of online search engine marketing is paid inclusion. In this case, the company that owns the web site has to pay a certain fee in order to be included by search engines in their indexes and one such search engine is Google.
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