Search engine marketing is a set of marketing methods aimed on increasing the web presence of a web resource and traffic from search engines, such as Google, Yahoo and MSN.
SEM strategies include:
— Search engine optimization attempts to improve rankings for relevant keywords in search results by improving a web site's structure, content, and relevant backlink count.
— Pay per click advertising uses sponsored search engine listings to drive traffic to a web site. The advertiser chooses the keywords that may interest potential customers and pays either for clicks or per thousand impressions. Ad ranking is defined a number of factor such as competitive auction etc.
— Paid inclusion into search engines, web directories and shopping sites, e.g. Yahoo web dir.
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