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What Is SEM?

SEM, or search engine marketing, is a marketing tactic where a marketer optimizes and advertises their website in order to appear higher in search results. (blog.hubspot.com)

SEO Generally, "search engine marketing" refers to paid search marketing, a system where businesses pay Google to show their ads in the search results.  SEM strictly involves earning search visibility through paid advertisements on search engines like Google. (wordstream.com)

It includes efforts to get higher rankings and increase search visibility so you can drive more traffic to a website or specific webpages. (blog.alexa.com)

SEM Keyword Research Before you can choose which keywords to use in your search engine marketing campaigns, you need to conduct comprehensive research as part of your keyword management strategy. (wordstream.com)

The difference between SEO and SEM is simply that Search Engine Optimization is part of Search Engine Marketing or Search Marketing as it is widely known. (reliablesoft.net)


SEM

Both SEO and SEM are powerful processes that can help businesses see substantial growth. By correctly utilizing search engine space, you're able to tap into a large audience that's already there. Keyword research, website management, and targeted advertising alike all contribute to the effectiveness of search engine campaigns. And implementing any one of these will help you see rises in SERP rankings, brand awareness, and quality leads. Now all you have to do is decide which process is the better fit for your business, and get the ball rolling. (lyfemarketing.com)

SEM strictly involves earning search visibility through paid advertisements on search engines like Google. These advertisements are commonly referred to as pay-per-click (PPC) ads. There are lots of other terms used for SEM activities including cost-per-click (CPC) ads, paid search ads and paid search advertising. (weidert.com)


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. A follow-on effect of keyword analysis and research is the search perception impact. Search perception impact describes the identified impact of a brand's search results on consumer perception, including title and meta tags, site indexing, and keyword focus. As online searching is often the first step for potential consumers/customers, the search perception impact shapes the brand impression for each individual.

  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 (saturation) and how many backlinks the site has (popularity). It requires pages to contain keywords people are looking for and ensure that they rank high enough in search engine rankings. Most search engines include some form of link popularity in their ranking algorithms. The following are major tools measuring various aspects of saturation and link popularity: Link Popularity, Top 10 Google Analysis, and Marketleap's Link Popularity and Search Engine Saturation.

  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. They range from simple traffic counters to tools that work with log files 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. There are three major tools used by EBSCO: (a) log file analyzing tool: WebTrends by NetiQ; (b) tag-based analytic tool: WebSideStory's Hitbox; and (c) transaction-based tool: TeaLeaf RealiTea. Validators check the invisible parts of websites, highlighting potential problems and many usability issues and ensuring websites meet W3C code standards. Try to use more than one HTML validator or spider simulator because each one tests, highlights, and reports on slightly different aspects of your website.

  4. Whois 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. (https://en.wikipedia.org/wiki/Search_engine_marketing)

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