Search engine marketing, (SEM), is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion. Search engine optimization (SEO) “optimizes” website content to achieve a higher ranking in search results, for example, by incorporating specific keywords or links associated with the website.
Another part of SEM is Social Media Marketing (SMM). SMM is a type of marketing that involves exploiting social media to influence consumers that one company’s products and/or services are valuable.
There are four categories of tools to help you optimize websites:
- Keyword Research and Analysis: (a) Make sure the site can be indexed in the search engines; (b) find the most relevant and popular key terms and phrases for the site and its products; and (c) use those key phrases on the site in a way that will generate and convert traffic.
- Website Saturation and Popularity: show how much presence a website has on search engines through the number of pages of the site that are indexed on each search engine (saturation) and how many times the site is linked to by other sites (popularity). Generally, the more Web presence you have, the easier it is for people to find your site. It requires your pages containing those keywords people are looking for and ensure that they rank high enough in search engine rankings.
- Back End Tools (including Web analytic tools and HTML validators): Web analytic tools can help you to understand what is happening to your website and measure your website’s success. They range from simple traffic counters to tools that work with log files [19] and to more sophisticated tools that are based on page tagging (putting JavaScript or an image on a page to track actions). These tools can deliver conversion-related information.
- Who Is Tools: show you who owns and operates various websites, can provide valuable information relating to copyright and trademark issues.
Contact us for further information on search engine marketing strategies for your business.