Search Engine Marketing

Search engine marketing (SEM) is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising. SEM may use search engine optimization (SEO), that adjusts or rewrites website content to achieve a higher ranking in search engine results pages or use pay per click listings.

 

Methods and metrics

There are four categories of methods and metrics used to optimize websites through search engine marketing.

  1. Keyword research and analysis involves three "steps:" ensuring the site can be indexed in the search engines, finding the most relevant and popular keywords for the site and its products, and using those keywords on the site in a way that will generate and convert traffic.
  2. Website saturation and popularity , how much presence a website has on search engines, can be analyzed through the number of pages of the site that are indexed on search engines (saturation) and how many back links the site has (popularity). It requires pages to contain keywords people are looking for and ensure that they rank high enough in search engine rankings. Most search engines include some form of link popularity in their ranking algorithms. The followings are major tools measuring various aspects of saturation and link popularity: Link Popularity, Top 10 Google Analysis, and Market leap's Link Popularity and Search Engine Saturation.
  3. Back end tools , including Web analytic tools and HTML validators, provide data on a website and its visitors and allow the success of a website to be measured. They range from simple traffic counters to tools that work with log files and to more sophisticated tools that are based on page tagging (putting JavaScript or an image on a page to track actions). These tools can deliver conversion-related information. There are three major tools used by EBSCO: (a) log file analyzing tool: Web Trends by NetiQ; (b) tag-based analytic programs WebSideStory's Hitbox; (c) transaction-based tool: TeaLeaf RealiTea. Validators check the invisible parts of websites, highlighting potential problems and many usability issues ensure websites meets W3C code standards. Try to use more than one HTML validator or spider simulator because each tests, highlights, and reports on slightly different aspects of your website.
  4. Whois tools reveal the owners of various websites, and can provide valuable information relating to copyright and trademark issues.

 

Search Engine Marketing Strategy

The search marketing strategy section of the plan covers the mission statement for the online business, measurable client goals and objectives, budget, the target market segments and focus, online products or services positioning, current and future search media mix, search engine visibility and strategy. This section also explores the integration with offline marketing activities.

 

Web Site Usability Analysis and Conversion Enhancements

The Web Site Usability Analysis and Conversion Enhancements section provides an expert review of the content, usability, information architecture, and conversion capability of the clients' web site. The review covers the following areas:

  • Content and messaging
  • Site architecture and navigation
  • Information architecture/hierarchy
  • Visual design, presentation and layout
  • Web site usability
  • Web site functionality
  • Customer communication and feedback
  • Consistency
  • Trust and confidence building
  • User engagement
  • Overall user experience
  • Error handling
  • Technology

 

Benefits of SEM:

 

A Search delivers an active, targeted message to your online properties.

 

Individuals who see your SEM advertisements are actively searching for the keywords you indicated.

For example, if you are in the baby carriage business, you would most likely advertise on the following keywords: Baby Carriage, Baby, Carriage, Babies, Active Baby, etc. Now if anyone searches any of the following words and you are paying enough per click, your advertisement will appear. Now here is the best part! As an advertiser, if you use the Pay-Per-Click methodology, you don't pay unless a user clicks on the advertisement.

 

Therefore, as a business, you only pay for people who are actively searching the key words your company selected and who found your advertisement relevant.



Contact Us

AKIB SOFTECH
Shashi Rekha Towers
Tirumalgherry X Roads
Secunderabad
Hyderabad-15.
Phone: 040 42225098.
Mobile: 91 9700519026.