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Search Engine Marketing is a marketing method to promote a website in search engine results pages.(Wikipedia 2005). Search Engine Marketing (SEM) involves a combination of free website submissions and paid search engine listings, to ensure your website reaches customers using search engines to research purchase decisions (ewebmarketing 2005). One who wanted to search information on the internet often uses the links and searching tools on a portal site. Typing in the words or phrases related to what they are looking for and waiting for the search engines to list out the relevant sites. Search Engine Marketing (SEM) is a highly effective method of driving highly targeted visitors to one’s website (Search Engine Guide 2005).
On the basic of SEM it comprises the technique of Search Engine Optimization (SEO), Search Engine Submission, Link Popularity, Pay per Click Search Engines and Log file and traffic analysis. These basics allow positioning one’s site for maximum search engine visibility. Particularly important in SEM is the technique Search Engine Optimization (SEO) used. Search engine optimization refers to the practice of optimizing web site attributes so that a natural search by an Internet user will tend to display search results from a web site optimized for the search engines (Foundpages 2005). It consist the process of making changes to one’s site to make it more accessible to search engines and the people that arrive at the site from the search engines. In SEO, it is about understanding what elements search engines look for on a page, this help determine the relevance of the page to a search term, what page elements the search engines take into consideration, and making adjustments to better present one’s page that one can improve their rank for a search term. The basics of search engines marketing involves:
Keywords and keyphrases are the words on your site that match search terms and search terms are the words and phrases that people type into the search forms of search engines (Search Engine Guide 2005).
SEO is the art and science of increasing your website’s visibility to search engines for those important keywords and phrases that are relevant to your business (ewebmarketing 2005).
Pay Per Click (also known as Pay Per Ranking, Pay Per Placement or Pay Per Position) enables you to list your site at the top of the search engine results by advertising on keywords that best describe your product or service (Payperclickguide 2005).
Paid inclusion is a little known but important component of search engine marketing ([FoundPages 2005]). Essentially this is when a webmaster or web site owner pays a search engine to have their web site indexed.
Log file and traffic analysis comprise of a range of data that is collected on the web server's access log where these statistics monitor the number of requests to view the home page, the visitors' domain name, the number of requests made for each page, usage patterns by time of day, day of week and seasonality (Davis 2000). Different measures commonly used to analyse web traffic includes:
Primary goals of search engines is to help people to find information on the internet. Search Engines is when a visitor enters words into a search engine, the engine looks into its database of words and phrases and site addresses and responds with a list of links to sites that it "thinks" fit the search criteria (Cox and Koelzer 2004, 146). Below are the few examples of search engines available on the internet.
An Internet Directory is an index of links that lead users to information (Cox and Koelzer 2004, 148).
Below is the list of a few major directories available online.
Cox, B.G. and K. William. 2004. Internet Marketing. New Jersey: Pearson Education Inc. ISBN 0130336289
Davis, J. 2000. A Guide to Web Marketing: Successful Promotion on The Net. UK: Kogan Page Limited. ISBN 0749431857
E-Web Marketing. 2005. E-Webmarketing on-line. Corporate firm website. ewww.ewebmarketing.com.au (accessed on September 10, 2005).
Foundpages. 2005. Foundpages on-line. Corporate firm website. www.foundpages.com (accessed on October 1, 2005).
Search Engine Guide. 2005. Search Engine Guide on-line. Search information website. www.searchengineguide.com (accessed on September 30, 2005).
Sishi Foo 02:11, 28 Oct 2005 (EST)
