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1b. Search Engine
Marketing - Its important methods

The main purpose
of Search Engine Marketing is to increase targeted traffic to your
web site from Search Engines via organic search engine ranking and
paid listing & advertising.
The main methods
of SEM include:
·
Search
Engine Optimization – SEO
o Search
Engine Optimization or SEO is the process of designing, creating and
refining your web site’s contents and structure so that it is
represented in a more prominent position when found by a search
engine.
·
Pay Per
Click (PPC) Adverting
o Search
Engine Advertising or paying the search engine company for a
guaranteed high ranking or an ad displayed aside the results
(commonly known as pay-per-click or PPC advertising). For example
Google AdWords,
Yahoo Search Marketing,
Microsoft adCenter Live Advertising etc.
·
Paid
Inclusion in SEs & Online Directories
o Paid
inclusion or paying the search engine company for a guarantee
that the website is included in their natural search index. Google
does not accept payment for guaranteed inclusion in its
organic search index; but offers its effective PPC system i.e.
Google AdWords.
o Improving
results by analyzing site traffic through Web Analytics software
like
Google Analytics
Relevant Links:
Search engine marketing, or
SEM, is a form of Internet
marketing that seeks to promote
websites by increasing their visibility in
search engine result pages ...
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SEMPO is a non-profit professional
association working worldwide to increase
awareness and promote the value of
Search Engine Marketing worldwide.
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A huge library of
search marketing articles that will
allow you to learn at your own pace.
Articles are broken down by topic and can be
browsed or searched.
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