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Search Engine Marketing

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Search Engine Marketing (also often referred to as SEM) is a term used to describe the online marketing techniques that may be used to promote a website. The primary aim of SEM is to get any given website a high placement, or ‘ranking’ within the major search engines.

Website owners can use Search Engine Marketing in various ways. These include:

• Site optimization -- here the site is ‘optimized’ to make sure that it can be found by a search engine when a user makes a search. The most common way of doing this is to build keywords into different elements of the site such as in its text, links and titles. This is often referred to as organic SEM marketing.
• Paid search listings -- here the website owner will buy access to SEM methods that could help promote their site. This could include buying sponsored placements, keywords or adverts that are used to access the site such as PPC (Pay Per Click) advertising campaigns.

Search Engine Marketing, when used correctly, will simply put a site in front of potential visitors. The higher a website appears in the search engine rankings, the more traffic it will attract from online visitors as it will appear higher in any searches that they make.

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