Search Engine Marketing (SEM) is a form of Internet Marketing or Online Marketing that seeks to promote websites by increasing their visibility in the Search Engine results pages (SERPs) and has a proven ROI (Return on Investment). SEM methods include: Search Engine Optimization (SEO), Paid placement and Paid inclusion.
There is a lot involved with search engine marketing. In fact, it can be a bit overwhelming. Search engine optimization aims to index and improve rankings for the web pages which are most relevant to the keywords searched for according to the algorithm of each search engine. The relevant pages are returned in search engine results pages.
Many sites make use of Paid Inclusion and Pay-per-Click (PPC) techniques to market their website without having to wait for the results of Organic SEO. However, organic search results can get viewed and clicked on frequently, so a dual strategy of SEO and PPC can provide more exposure than either strategy alone.
Understanding and refining the Search Engine Marketing productiveness is just as important as having a good web presence in the first place. Search Engine Marketing improves the conversion rate (number of potential customers) by achieving greater result.