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Search Engine Marketing is the practice of marketing or advertising website via search engines like Google, Yahoo, etc. It is a kind of Internet Marketing Services that targets to promote websites by increasing their visibility on search engine result pages [SERP].
The main techniques employed under Search Engine Marketing [SEM] are:-
1] Organic Search Engine Optimization [SEO]
It is a method of improving the volume and quality of web traffic for the website coming from search engines through “natural” or “organic” search results for targeted keywords. This is the place where optimization of website content with its coding, keywords, major terms and sub-terms is done.
2] Pay-Per Click Advertising [PPC]
It is an advertising model used on search engines and advertising networks where an advertiser pays when user actually clicks on ads to visit the advertiser’s website. You can bid an amount according to your willingness as an offer to users who all clicks on your ads. The more you will bid, the higher will be your search engine ranking.
3] Pay for Inclusion [PFI]
There are also many directories on the web other than search engines which may be general in nature or may be related to some specific topic. Listing of your website can be done on these directories where some offer free listing while some offer paid one.
4] Google Adwords
It is an extension of Google Adwords Program, where your ads ranking is done based on its relevancy and importance of your website.
5] Social Media Marketing [SMM]
It is a process of gaining traffic and attention through social media websites like Facebook, Twitter, Youtube, etc. This allows your company to dominate search engine pages under core keywords.