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Facts and Tips About Search Engine Marketing Impacting Your Business As a form of Internet marketing, SEM or Search Engine Marketing’s primary purpose is to increase a website’s visibility on search engine results pages (SERP) visibility via paid advertising. Search Engine Optimization or SEO may be incorporated with SEM wherein SEO is the process of rewriting contents of websites and focusing on site architecture for 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). Search engine marketing involves usage of at least five metrics or methods for website optimization such as keyword research, website popularity and saturation, HTML validators and web analytic tools, Google mobile-friendly website checker, 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 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. 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. This means that the web page should have relevant keywords that online users use to make sure a high ranking among search engines. In order to measure the success of a website, Web analytic tools, back-end tools and HTML validators must be used. The tools used in checking if a trademark or copyright is violated are Whois tools. To know if a particular website has a user-friendly design, 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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