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Search Engine Marketing and Its Impact on Your Business One form of Internet marketing is Search Engine Marketing (SEM) wherein it aims to promote websites by increasing their search engine results pages (SERP) visibility via paid advertising. Search engine marketing can be integrated with SEO or Search Engine Optimization, which is the process of rewriting website contents and focusing on site architecture to attain higher ranking among the pages of search engine results, enhancing pay per click (PPC listings). The common terms used to refer to search engine marketing are paid listings, paid search, paid search advertising, Pay-per-click (PPC), Cost-per-thousand impressions (CPM) and Cost-per-click (CPC). Search engine marketing utilizes at least five metrics or methods for website optimization like website popularity and saturation, keyword research, Google mobile-friendly website checker, HTML validators and web analytic tools, and Whois tools. In terms of keyword research and analysis, it is involving proper indexing of a website among search engines, finding the most commonly used, popular and relevant keywords for a website and its products, and utilization of 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. It is very important to prepare a website for online searching since this is the first step to gain new customers because the search perception highly influence the brand impression. Backlinks and the number of pages indexed determine 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. Whois tools are important for trademark and copyright because these tools determine if these are violated. To know if a particular website has a user-friendly design, a Google mobile-friendly website checker is used. One way to create and edit a website is through search engine marketing, focusing on PPC advertising or keyword marketing, ensuring that the ads show the search engine results, and enabling advertisers to bid on specific phrases or keywords. Google Adwords is the most popular paid search platform used by online search marketers. Many advertisers and marketers utilize SEM because shoppers who use search engine tend to focus and trust on the links provided by search results pages, and SEM builds traffic quickly than any other digital solutions.
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