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OVERVIEW ON: SEARCH ENGINES marketing

In Internet marketing, search engine marketing, or SEM, is a set of marketing methods to increase the visibility of a website in search engine results pages (SERPs). The three main methods of SEM are:

Search engine optimization attempts to improve ranking for relevant keywords in search results by improving a web site's structure and content Pay per click advertising uses sponsored search engine listings to drive traffic to a web site. The advertiser bids for search terms, and the search engine ranks ads based on a competitive auction as well as other factors. Paid inclusion can provide a guarantee that the website is included in the search engine's natural listings. However, as of 2006 the leading search engine, Google, does not offer this service.

Pay per click (PPC) and Search engine advertising

Pay per click Advertising with search engines is known by different names. It is also called sponsored search and search engine advertising. The most popular programs are offered by Google, Yahoo!, and Microsoft. Some offer PPC, where the advertiser is only charged when a user clicks on the ad, also known as Cost Per Click (CPC). Others use a Cost Per Impression (CPM) model where advertisers are charged for impressions. Ads can take many forms, including text, banner ads, video ads, map ads, and even audio ads.

Advertising based on a keyword search
Advertising based on a keyword search could take place through a search engine such as google.com, or a search engine partner site, such as shopping.com. For example, Google offers a service called AdWords, which allows companies, for a small fee, to have a link to their website featured when a user searches a specific keyword which the company specified.

Advertising based on content context
Many search engines (e.g. Google, Ask.com, Yahoo! Search) have partner websites with specific content. The websites agree to let the search engines place content-specific advertising on their website, in return for a fee. The search engine then finds companies interested in advertising on websites with their desired content. For example, an online dog food retailer might have their advertisement placed on a site about dogs.

Both of these advertising formats allow advertisers to target specific users with certain interests. Generally these advertisements are paid for based on either a pay per click campaign or an impression based campaign.

Paid inclusion

Search engines use computer programs called spiders or web crawlers to automatically discover websites and catalog their content. As this process can take some time and requires a website to be linked to from another website (to allow the crawler to find it), most search engines except for Google provide another channel to be included in search rankings via paying. This is different from pay per click advertising because the inclusion is guaranteed but not placement.

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