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Search engine marketing, or SEM, is a quite possibly a set of marketing methods to increase the visibility of a website in search engine results pages (SERPs). The normal three main methods of SEM are:

Search engine optimization attempts to improve rankings for relevant keywords in search results by improving a web site's structure and content

Pay per click advertising uses sponsored search engine listings to drive traffic to a web site. The advertiser bids for search terms, and the search engine ranks ads based on a competitive auction as well as other factors.

Paid inclusion can provide a guarantee that the website is included in the search engine's natural listings.

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Search engine optimization

Search engine optimization aims to index and improve rankings for the webpages which are most relevant to the keywords searched for according to the algorithm of each search engine (an algoirthm is basically a mathematical formula used by the search engines to determine which results to show and which order to show them in). The relevant pages are returned in search engine results pages (SERPS). It is important to remember that genuine search engine optimizers are basically marketers who keep their target market in mind as much as the search engine algorithms (a lot of which is known purely empirically). Therefore, while we call this process search engine optimization, good marketers will note that their focus is to optimize their web page for the search engine user, who is their target audience.

Pay per click (PPC) and advertising

Advertising with search engines is known by different names. It is also called sponsored search and search engine advertising. The most popular programs are offered by Google, Yahoo!, and Microsoft. Some offer PPC, where the advertiser is only charged when a user clicks on the ad. Others use a Cost Per Impression (CPM) model where advertisers are charge for impressions. Ads can take many forms, including text, banner ads, video ads, map ads, and even audio ads.

Paid inclusion

Search engines use computer programs called spiders or web crawlers to automatically discover websites and catalog their content. As this process can take some time and requires a website to be linked to from another website (to allow the crawler to find it), most search engines except for Google provide another channel to be included in search rankings via paying. This is different from pay per click advertising because the inclusion is guaranteed but not placement.

Note: I starting a collection of SEM term meaning. Please ad in comments or email me terms at semcents.com

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