Search engine marketing is defined as a series of actions that are aimed at increasing visibility of a website in the search engines through both paid and free processes. The main goal of these processes is to increase the visibility of a website and gain traffic, in order to increase sales and conversions.
It represents a part of the internet marketing. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.
These two represent two different approaches which both have the same goal, how to increase the position, i.e., visibility of a website in the search engines.
High search engine rankings are the perfect way to get more website visitors, more customers and more sales.
Search engines use mathematical formulas to determine the rank of a web page. These mathematical formulas are called ranking algorithms.
Search engines like Google or Bing find organic listings by crawling the internet with spiders that analyze the text on the website, documents, and other content.
Spider “crawls” the web to find new documents (web pages, other documents)typically by following hyperlinks from websites already in their database. Search engines indexes the content (text, code) in these documents by adding it to their databases and then periodically updates this content.
All major search engines use the same principle to rank websites. The exact ranking algorithms differ from search engine to search engine but the principle is the same.
Search Engine Marketing (SEM)
