As
the name suggests, Search Engine Marketing is
"Marketing via Search
Engines". It is a set of marketing tools to increase the visibility
of a website in Search Engine Results Pages (SERPs).
Search Engine Optimization or SEO aspires to index and enhance rankings for the WebPages which are most appropriate to the keywords searched for according to the algorithm of each Search Engine. The related pages are reverted in Search Engine Results Pages (SERPS). It's an essential fact that authentic Search Engine Optimizers are basically the vendors who keep their target market in mind as much as the search engine algorithms. Hence, while we call this process search engine optimization, good marketers will note that their focus is to optimize their web page for the search engine user, who is their target audience. For instance, at one time it was believed that keyword density was a vital ranking factor, but these days that view is not usually held among SEO professionals..
Pay Per Click is also called sponsored search and Search Engine Advertising. The most popular programs are offered by Google, Yahoo!, and Microsoft. Some offer PPC, where the advertiser is only charged when a user clicks on the ad, also known as Cost Per Click (CPC). Others use a Cost Per Impression (CPM) model where advertisers are charged for impressions. Ads can take many forms, including text, banner ads, video ads, map ads, and even audio ads. It is of two types:
- Advertising based on a keyword search
- Advertising based on content context
Paid Inclusion - Search engines use computer programs called spiders or web crawlers to automatically discover websites and catalog their content. As this process can take some time and requires a website to be linked to from another website (to allow the crawler to find it), most search engines except for Google provide another channel to be included in search rankings via paying. This is different from pay per click advertising because the inclusion is guaranteed but not placement.
