If you earn your living online, you really need to understand the way search engine marketing works. This concept is usually abbreviated to SEM and in some cases it is also called search marketing. Basically, SEM can be described as a form of internet marketing which aims to improve the visibility of websites in cyberspace. SEM works by on-page and off-page optimization and this is usually achieved by increasing the visibility of websites in search engine results pages (SERPS).
Generally most websites in cyberspace have products or services which they aim to offer to prospective and existing customers. The problem is that there are millions of websites out there and some of these websites cannot be found by search engines. Most people who shop online use search engines to find the websites they want to patronize. Now, if some sites do not ever appear on search engine results, the owners of these sites may not get any online business done. This is where SEM comes into the picture.
Some of the methods and metrics used to optimize websites through search engine marketing are key word research and analysis, “backend tools”, “whois tools” and website saturation and popularity. Key word research and analysis can help a website in the sense that it ensures the relevant key words can generate traffic and convert traffic to action.
The concept of website saturation and popularity describes how much presence a website has on search engines (saturation) and how many backlinks (popularity) the website can boast of. Whois reveals the people behind the website and other valuable information about the site. This tool can increase website credibility and this is good for the ranking of the site. Back end tools include web analytic tools and HTML validators. This aspect of SEM is quite technical but it is a vital way to measure traffic to the website.
Most website owners may require the service of professional experts to help them carry out an effective SEM campaign. This is because if the campaign is not done the right way, the website can be penalized by search engines like Google and Ask.com. Again, there are frequent updates and modifications in the internet world. For this reason, the online marketing expert needs to keep track of current developments and use the updates to help his or her client.
Social networking sites can also be used to carry out an effective online marketing campaign. Sites like Facebook.com and LinkedIn.com can be used in some ways to give visibility and credibility to websites. Finally, it is important to point out that some people mistake SEM for SEO. This is not strictly true because SEO is just an aspect of search engine marketing.