The Tools of the Search Engine Marketing Trade

Search Engine Marketing, or SEM, refers to the determination of the appropriate steps to take to achieve the highest possible visibility in search engine results pages (SERPs). The first step has been to determine what keywords are relevant to the searchers interest and the web owners’ offering.

SE Marketers use tools to see the words search engine users use to search. The number of user searching for a given keyword phrase is also in flux, as people using search engines become more sophisticated in the art of searching. However, since there is an ever increasing supply of inexperienced web users, the glut of traffic on very common, general search terms will remain a pot-of-gold for e-businesses now and in the future. SE Marketers try to help web site owners avoid using keywords that may describe their offerings accurately but are unlikely to be words that searchers will use.

Next, one must “re-invent” their web pages in order to make them the best possible result for the search words that are expected to draw search engine users interested in their product or service. This may involve writing new copy for the web pages, creating a new page to discuss keywords and how they relate to their business in depth, or completely reorganize websites to allow search engine software to accurately evaluate the website’s relevancy to a group of keyword phrases.

SEM may be referred to as the research needed to develop an intelligent search engine focused marketing strategy. Search Engine Optimization, or SEO, is then the actions taken to optimize websites for the search engines so the client website will obtain the best possible positioning in terms of relevancy and importance.

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