What is SEM?
Search Engine Marketing (SEM) is a term that describes marketing a Web site using various techniques to make it more visible on search engines. Search Engine Marketing techniques include search engine optimization (SEO), buying Pay Per Click (PPC) ads or using a combination of both of these options. SEO involves using various strategies in the design and creation of a Web site to enhance its organic listing. PPC ads are sponsored listings were the advertiser pays the search engine each time the ad is clicked on. ROI, return on investment, is usually measured in click-throughs to the advertisers Web site, site traffic, organic search listing rank, leads and resulting sales.
In 2006, North American advertisers spent US$9.4 billion on search engine marketing, a 62% increase over the prior year and a 750% increase over the 2002 year. The largest SEM vendors are Google AdWords, Yahoo! Search Marketing and Microsoft adCenter. As of 2006, SEM was growing much faster than traditional advertising and even other channels of online marketing. Because of the complex technology, a secondary “search marketing agency” market has evolved. Many marketers have difficulty understanding search engine marketing and they rely on third party agencies to manage their search marketing.
Some of the latest theoretical advances include Search Engine Marketing Management(SEMM). SEMM relates to activities including SEO but focuses on return on investment (ROI) management instead of relevant traffic building (as is the case of mainstream SEO). SEMM also integrates organic SEO and PayPerClick SEO. For example some of the attention is placed on the web page layout design and how content and information is displayed to the website visitor.
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