Search engine marketing, or SEM, is a system of internet marketing focusing on promoting websites by increasing their visibility in search engine result pages (SERPs). By utilizing several tools an online marketing firm can help a business rise through the ranks of search engines so they may be seen easier by consumers.
- Paid Placement, or pay per click
- Contextual Advertising, such as Google AdSence or pop up advertisement
- Paid Inclusion, paying to be indexed on a search engine
- Search Engine Optimization (SEO), creating excellent content for both humans and search engines to read thus creating ones website to rise organically to the top of search engine results pages
In 2008, North American advertisers spent US$13.5 billion on search engine marketing. The largest search engine marketing vendors are Google, Yahoo, and Microsoft. Currently search engine marketing is growing faster than traditional advertising and even other forms of online marketing. This is the simplest form of online marketing and due to the complex technology involved, a secondary "search marketing agency" market has evolved. Many traditional marketers have difficulty understanding the intricacies of search engine marketing and choose to rely on third party agencies to manage their search marketing.
Search Engine Marketing Management (SEMM) is search engine Optimization but does not focus on traffic, leads or hits. Instead its focus is on Return-On-Investment for clients. Incorporating a complex model of tools and techniques to increase clients return on investment, SEMM is an ongoing process that is relentless in its pursuit of new business for its clients. Search Engine Marketing Management firms, such as Capture Online Marketing Solutions, utilize a combination of organic search engine optimization and pay per click advertising in order to generate business for clients. In addition creating a content wealthy websites that are easy to navigate and encourage visitors to return, recommend and take action.