Search Engine Marketing

The purpose of this document is to analyze Search Engine Marketing Techniques and the different ways to get your website to show up on Internet search engine results pages.

Search Engine Marketing, or SEM, is the process of marketing a website via search engines.

After thoroughly researching SEM, I determined that there are three main strategies:

1. Search Engine Optimization (SEO)

2. Pay-Per-Click advertising (PPC)

3. Paid Inclusion

SEO - is the process of improving a websites natural, or organic, rankings of search engines. This is the most popular form of SEM. There are many different techniques of SEO that you can refer to in the SEO Memo.

PPC - is an advertising model when advertisers pay when a user actually clicks on an ad to visit the advertiser's website. Advertisers bid on keywords they predict their target market will use as search terms when they are looking for a product of service.

Paid Inclusion - is a paid advertising model when a search engine will guarantee to list pages from a website, in exchange for a payment. The search engine company charges fees related to the inclusion of websites in their search index.

This is a brief summary of the three main strategies of Search Engine Marketing. For a more detailed analysis of the strategies, I have included a written report with a list of resources used to obtain this information. The written report includes information about Pay-Per-Click advertising and Paid Inclusion advertising.

Search Engine Marketing

By: Matthew Barbour

Search Engine Marketing or SEM is the process of marketing a website via search engines. SEM strategies include Search Engine Optimization (SEO), Pay Per Click (PPC) advertising, and Paid Inclusion. All three methods are important to consider when developing a good SEM campaign. Search Engine Marketing is now an integral part of most marketers' overall advertising strategy.

According to the Search Engine Marketing Professionals, or SEMPO, the SEM industry was at $9.45 billion in North America in 2006. This was a huge increase from the year before when it was less than $6 billion in size. The rate of SEM industry growth is incredible. Over the last few years, the importance and acceptance of SEM has grown significantly. While the SEM industry faces challenges in improving search inventory, monetizing multi-word search phrases, increasing transparency and reducing complexity, it will still experience significant growth. SEM spending is expected to grow over $18 billion by 2011. Much of this growth is driven by strong advertiser demand, rising