The Internet is a source of ubiquitous and universal information about almost anything. When most people want to look for products, services, or information, they use the Internet, or more specifically, they use a machine that has indexed the contents of almost every website and web pages in the world are looking for.
That's where Search Engine Marketing (SEM) comes into play – to get the various search engines such as Google, Yahoo, and Bing to the list of information from your site and certain web pages relevant to the search query.
There are two major SEM approaches to attract the attention of your information on the Internet:
1. Organic – Website content organized in a way that search engines can easily identify the context and relevance of the information to index so that the results appear in relevant searches. Search Engine Optimization (SEO) using a special method for optimizing website content to achieve search engine results is right and best.
SEO begins with understanding how search engines work to index sites and generate results for the search. Based on this knowledge, SEO uses many techniques to optimize the content and various internal settings of a website so that it will achieve better search engine rankings of competitive sites.
Image Source: Google
2. Paid – Businesses pay for various forms of advertising such as paid placement, paid inclusion, and contextual advertising on their web sites to feature in search engine results. Pay per Click (PPC) is the most common method to be included in the paid search engine results.
With PPC Internet marketing, Web site operators pay for certain keywords associate with their web sites. When someone searches for these keywords, the search engine will display the related site information and links.
SEM is a marketing strategy that requires proper research, planning, management, implementation, and continuous improvement. SEO starts with website design and construction and is an on-going process to improve results and stay current with changes in search engines and habits.