The Basics of Search Engine Marketing
I’ve talked about a lot of marketing techniques over the weeks. One time, I discussed PPC quite extensively. However, I’ve looked over the fact that PPC is only one type of marketing technique in a certain category. Along with paid inclusion and search engine optimization, they make what we call “search engine marketing.” Basically, search engine marketing is a technique (thought some call it “art” instead) used to try and rank high in the SERPs. In today’s definitions of search engine marketing, as was mentioned, three types are existent:
1. Search Engine Optimization (SEO)
Search engine optimization is what you call it when you optimize your web site for the search engine spiders. The different techniques of SEO are usually divided into two main categories: on-page and off-page search engine optimization. Examples of on-page SEO techniques include optimizing header tags and title tags and usage of keyword densities among many others. For a deeper look into search engine optimization, visit SEO Checklist.
2. Pay Per Click
PPC is a technique used by advertisers to increase their internet visibility. Mainly, they pay networks such as Google Adwords to blast their ads to relevant web sites whose owners choose to be publishers. Advertises only pay when someone actually clicks on their advertisements. For more information on this topic, read my articles on PPC: What is Pay Per Click?, Why Pay-Per-Click Is a Good Marketing Strategy and Is PPC Getting Old?
3. Paid Inclusion
Paid inclusion is when advertisers pay search engines to show their links in search engine results page. Major search engines do not solely show results from search advertisers, of course. Google marks the advertisers as “sponsored results” in their search engine ranking page results.
Search engine marketing is a timeless marketing technique encompassing a variety of more specific methods used. In the future, there may be more types of SEM available and the public would surely utilize them extensively.
Filed under: search engine marketing
