As a form of Internet marketing, SEM or Search Engine Marketing’s primary purpose is to increase a website’s visibility on search engine results pages (SERP) visibility via paid advertising. Search Engine Optimization or SEO may be incorporated with SEM wherein SEO is the process of rewriting contents of websites and focusing on site architecture for attaining higher ranking among the pages of search engine results, and enhancing pay per click (PPC listings). Search engine marketing is generally called paid search or paid listings, and other common terms include paid search advertising, Pay-per-click (PPC), Cost-per-click (CPC), and Cost-per-thousand impressions (CPM).
Search engine marketing utilizes at least five metrics or methods for website optimization like website popularity and saturation, keyword research, Google mobile-friendly website checker, HTML validators and web analytic tools, and Whois tools. Keyword research and analysis ensure that a website can be indexed by search engines, find the most popular and relevant keywords for a website and its products, and use those keywords on the website in a manner that it will be generating leads and conversion. Studies show the impacts of SEM to brand identification and consumer perception that include keyword focus, title, and meta tags, and site indexing. In order to gain potential customers, it is important to prepare your website when it comes to online searching because the search perception highly influence the brand impression. The number of web pages indexed and backlinks determine the presence of a particular website among search engines or website saturation and popularity. It means that the web page must contain relevant keywords that people commonly use to ensure that they rank high among search engines.
For measuring the website’s success, it is essential to have Web analytic tools, back-end tools, and HTML validators. For identifying if there is any violation of the trademark or copyright, Whois tools are used. For analyzing a website if it is mobile-friendly, a Google mobile-friendly website checker is used. Search Engine Marketing is a way of creating and editing a website, focused on PPC advertising or keyword marketing, enabling advertisers to bid on specific phrases or keywords, and ensuring that the ads show the search engine results. So far, the most popular paid search platform used by online search marketers is Google Adwords. Many advertisers and marketers utilize SEM because shoppers who use search engine tend to focus and trust on the links provided by search results pages, and SEM builds traffic quickly than any other digital solutions.
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