One form of Internet marketing is Search Engine Marketing (SEM) wherein it aims to promote websites by increasing their 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). The common terms used to refer to search engine marketing are paid listings, paid search, paid search advertising, Pay-per-click (PPC), Cost-per-thousand impressions (CPM) and Cost-per-click (CPC).
Search engine marketing involves usage of at least five metrics or methods for website optimization such as keyword research, website popularity and saturation, HTML validators and web analytic tools, Google mobile-friendly website checker, 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. Backlinks and the number of pages indexed determine website saturation and popularity. This means that the web page should have relevant keywords that online users use to make sure a high ranking among search engines.
In order to measure the success of a website, Web analytic tools, back-end tools and HTML validators must be used. For identifying if there is any violation of the trademark or copyright, Whois tools are used. To know if a particular website has a user-friendly design, a Google mobile-friendly website checker is used. SEM is one method to edit and create a website focusing primarily on PPC advertising or keyword marketing, making sure that ads show among search engine results, and allowing advertisers to bid on specific phrases or keywords. Google Adwords is the most popular paid search platform used by online search marketers. 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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