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. It is possible to incorporate search engine marketing to Search Engine Optimization or SEO, which refers to the process of focusing on site architecture and rewriting website contents, attaining higher ranking among the pages of search engine results, and enhancing pay per click (PPC listings). Search engine marketing is generally called paid search or paid listings, and other common terms include 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. 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 have shown that SEM has a major impact to brand identification and consumer perception which include keyword focus, title, and meta tags, and site indexing. In order to gain potential customers, it is important to prepare your website when it comes to online searching because the search perception highly influence the brand impression. When it comes to website popularity and saturation, it refers to the presence of a particular website among search engines as analyzed using backlinks and the number of pages indexed. This means that the web page should have relevant keywords that online users use to make sure a high ranking among search engines.
It is important to use Web analytic tools, back-end tools, and HTML validators in order to measure the success of a website. Whois tools are important for trademark and copyright because these tools determine if these are violated. To know if a particular website has a user-friendly design, a Google mobile-friendly website checker is used. 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. So far, the most popular paid search platform used by online search marketers is Google Adwords. Many advertisers and marketers utilize SEM because shoppers who use search engine tend to focus and trust on the links provided by search results pages, and SEM builds traffic quickly than any other digital solutions.
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