What is Search engine marketing?

 Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.

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Market:-

In 2007, U.S. advertisers spent US $24.6 billion on search engine marketing. In Q2 2015, Google (73.7%) and the Yahoo/Bing (26.3%) partnership accounted for almost 100% of U.S. search engine spend. 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 the SEM vendor or through an SEM tool provider. Search Engine marketing is also a method of business analytics, which is mainly aimed to provide useful information for organizations to find business opportunity and generate profits. SEM can help organizations to optimize their marketing and gather more audience and create more customers.

Methods and metrics:-
Search engine marketing uses at least five methods and metrics to optimize websites.

1. Keyword research and analysis involve 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, or how much presence a website has on search engines, can be analyzed through the number of pages of the site that are indexed by search engines and how many backlinks the site has.
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.
4. Who is tools reveal the owners of various websites and can provide valuable information relating to copyright and trademark issues.
5. Google Mobile-Friendly Website Checker: This test will analyze a URL and report if the page has a mobile-friendly design.

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Search engine marketing is a way to create and edit a website so that search engines rank it higher than other pages. It should be also focused on keyword marketing or pay-per-click advertising (PPC). The technology enables advertisers to bid on specific keywords or phrases and ensures ads appear with the results of search engines.

Paid inclusion:-

Paid inclusion involves a search engine company charging fees for the inclusion of a website in their results pages. Also known as sponsored listings, paid inclusion products are provided by most search engine companies either in the main results area or as a separately identified advertising area.
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.