One form of Internet marketing is Search Engine Marketing (SEM) wherein it aims to promote websites by increasing their search engine results pages (SERP) visibility via paid advertising. Search engine marketing can be integrated with SEO or Search Engine Optimization, which is the process of rewriting website contents and focusing on site architecture to attain higher ranking among the pages of search engine results, enhancing pay per click (PPC listings). Search Engine Marketing generally refers to paid listings and they are also called paid search ads, paid search advertising, Pay-per-click (PPC), Cost-per-click (CPC), and Cost-per-thousand impressions (CPM).
There are at least five metrics or methods for website optimization using SEM which include keyword research, Google mobile-friendly website checker, website popularity and saturation, HTML validators and web analytic tools, and Whois tools. When it comes to keyword research and analysis, it involves proper indexing of a website among search engines, searching for the most popular and relevant keywords for a website and its products, and utilizing those keywords on the website in a manner that it will be generating leads and conversion. Studies show the impacts of SEM to brand identification and consumer perception that include keyword focus, title, and meta tags, and site indexing. The first step for gaining potential customers is through online searching and the search perception highly influence the brand impression. The number of web pages indexed and backlinks determine the presence of a particular website among search engines or website saturation and popularity. It means that the web page must contain relevant keywords that people commonly use to ensure that they rank high among search engines.
For measuring the website’s success, it is essential to have Web analytic tools, back-end tools, and HTML validators. Whois tools are important for trademark and copyright because these tools determine if these are violated. For analyzing a website if it is mobile-friendly, a Google mobile-friendly website checker is used. Search Engine Marketing is a way of creating and editing a website, focused on PPC advertising or keyword marketing, enabling advertisers to bid on specific phrases or keywords, and ensuring that the ads show the search engine results. Google Adwords is the most popular paid search platform used by online search marketers. Advertisers select SEM strategy because it can build traffic easily basing on the degree of competition, and a shopper using search engine tends to focus and trust on the links provided by search results pages.
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