Search engine marketing (SEM)

Search engine marketing (SEM)

 

Many people use Search Engine Optimization (SEO) and Search Engine Marketing (SEM) interchangeably. It wants to be understood that the two are different.

The SEO can be a part of the Search Engine Marketing but not the other way round. One should also remember that Search Engine Marketing should just be a part of bigger marketing plan, i.e., SEM should complement the marketing plan of the company and one should not rely solely on SEM to meet targets.

Contrary to search engine optimization, which is a practice of optimizing web pages so as to get higher rankings and visibility in the search engine result pages, Search Engine Marketing is the practice of promoting websites through advertising and paid placement or inclusions. Essentially, it is like conventional advertising where in the customer pays the media to carry their advertisements. The global search engines like Google, Microsoft, and yahoo and ask run SEM programs. Regional search engines also have their won SEM programs but are limited to the region.

The Search Engine Marketing is a complex and different subject altogether and beyond the scope of this book. However, we will try to introduce the subject to some extent. As you must have realized by now that search engine optimization is not a quick fix to higher visibility, it takes time and effort to get to the top of the search engine listings and stay there. So if you have the need and the money to get there quickly, Search Engine Marketing provides the means to do so. There are many ways to enhance the visibility and reach of your website. Some of them are listed below.

1. Paid inclusion in search engine results pages
2. Search advertising
3. CPM (cost per thousand impressions)
4. CPC (cost per click)
5. Contextual advertising
6. In text advertising
7. In image advertising