Search engine marketing (SEM) is a type of Internet marketing that involves the promotion of websites by increasing the visibility of search engine result pages (SERPs), primarily through paid advertising.
SEM can include search engine optimization (SEO) that sets website content and site architecture to achieve a higher ranking in search engine result pages to increase pay per click (PPC) listings.
Search engine marketing uses at least five methods and metrics to optimize websites:
1 – Keyword research and analysis: to ensure that the site can be indexed in search engines, to find the most relevant and popular keywords for the site and its products, and to use these keywords to create on the site and to convert traffic. Keyword analysis and the subsequent effect of research is the effect of search perception.
The search perception effect defines the effects of a brand’s search results on consumer perception including title and meta-tags, site indexing and keyword focus. Because online searches are often the first step for potential customers, the impact of search perception shapes the brand impression for each individual.
2 – Website saturation and popularity: the site can be analyzed through the number of pages indexed by the search engines (saturation) and how long the site gets back (popularity).
It requires pages to contain keywords that people search for and ensure that they are ranked high enough in search engine rankings. Most search engines include link type popularity in sorting algorithms.
The following are the main tools to measure various aspects of saturation and link popularity: Link Popularity, Google Analytics and Market Spike Link and Search Engine Saturation.
3 – Backend Tools: Backend tools including web analytics tools and HTML validators, which provide data on a website and its visitors and allow the measurement of the success of a website.
It ranges from simple traffic counters to tools that work with log files and to more complex tools based on page tagging.
4 – Whois Tools: Whois tools expose owners of various websites and may provide valuable information about copyright and trademark issues.
5 – Google Mobile Friendly Website Checker: This test analyzes a URL and tells if the page has a mobile-compatible design.