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Facts and Tips About Search Engine Marketing Search Engine Marketing (SEM) is a type of Internet marketing involving website promotions 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). The common terms used to refer to search engine marketing are paid listings, paid search, paid search advertising, Pay-per-click (PPC), Cost-per-thousand impressions (CPM) and Cost-per-click (CPC). Search engine marketing utilizes at least five metrics or methods for website optimization like website popularity and saturation, keyword research, Google mobile-friendly website checker, HTML validators and web analytic tools, and Whois tools. In terms of keyword research and analysis, it is involving proper indexing of a website among search engines, finding the most commonly used, popular and relevant keywords for a website and its products, and utilization of 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. It is very important to prepare a website for online searching since this is the first step to gain new customers because 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 only means that the web page must contain relevant keywords that most online consumers use to ensure a high ranking of a website among search engines. In order to measure the success of a website, Web analytic tools, back-end tools and HTML validators must be used. For identifying if there is any violation of the trademark or copyright, Whois tools are used. A Google mobile-friendly website checker is used for analyzing a website if it is mobile-friendly. One way to create and edit a website is through search engine marketing, focusing on PPC advertising or keyword marketing, ensuring that the ads show the search engine results, and enabling advertisers to bid on specific phrases or keywords. When it comes to SEM, the one of the most popular paid search platforms used by online search marketers is Google Adwords. 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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